机构研究报告-美国度假套餐预订用户分析报告：eDreams

温馨提示：以下内容均为外文报告原文，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSPackageholidayportals:eDreamsusersintheUnitedStatesConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofeDreamsusersintheUnitedStates:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkeDreamsusersintheUnitedStates(’’brandusers’’)againstU.S.packagedholidaybookersingeneral(’’categoryusers’’),andtheoverallU.S.consumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingtheUnitedStates)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofeDreamshasgrowncomparedto2021Q2Managementsummary:brandusagetimelineTimelineofpackagedholidaybookersusingeDreams28%28%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%27%26%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%52021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=68-280eDreamsusers,n=337-1005packagedholidaybookersSources:ConsumerInsightsGlobalasofAugust2024eDreamsusersintheUnitedStatesManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointseDreamsismorepopularamongMillennialsthanotherpackageholidayportals.eDreamsismorepopularamongmalepackagedholidaybookersthanfemalepackagedholidaybookers.eDreamshasalargershareofuserswithahighincomethanotherpackageholidayportals.AnhonestandrespectablelifeislessimportanttoeDreamsusersthantootherpackagedholidaybookers.ArtsandliteraturearerelativelyprevalentinterestsofeDreamsusers.TechorcomputersarerelativelypopularhobbiesamongeDreamsusers.Itstandsoutthat52%ofeDreamsusersadjusttheirtravelplansduetorequirementsandgovernmentregulations.38%ofeDreamsusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofeDreamsusersthinkthattheenvironmentisanissuethatneedstobeaddressed.FoursquareismorepopularamongeDreamsusersthantheaveragepackagedholidaybooker.eDreamsusersrememberseeingadsinnewslettersmoreoftenthanotherpackagedholidaybookers.eDreamsusersaremorelikelytoliveincitiesandurbanareasthanpackagedholidaybookersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+eDreamsismorepopularamongMillennialsthanotherpackageholidayportalsDemographicprofile:generationsAgeofconsumersintheU.S.Brandusers32%58%10%1%Categoryusers27%53%15%5%Allrespondents24%36%28%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsismorepopularamongmalepackagedholidaybookersthanfemalepackagedholidaybookersDemographicprofile:genderGenderofconsumersintheU.S.Brandusers81%19%Categoryusers67%33%Allrespondents50%50%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofeDreamsusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheU.S.40%19%24%17%30%28%21%32%27%1%1%1%4%4%7%4%9%11%11%8%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024eDreamshasalargershareofuserswithahighincomethanotherpackageholidayportalsDemographicprofile:incomeShareofconsumersintheU.S.inthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers67%15%18%Categoryusers59%21%20%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherpackagedholidaybookers,eDreamsusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheU.S.live47%38%9%13%22%11%15%19%9%11%11%20%9%5%4%13%13%16%3%5%8%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytoliveincitiesandurbanareasthanpackagedholidaybookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheU.S.32%31%23%25%26%18%20%15%19%15%16%10%13%12%7%5%8%6%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust202410%ofeDreamsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheU.S.Brandusers10%88%2%Categoryusers12%86%3%Allrespondents11%85%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoeDreamsusersthantootherpackagedholidaybookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheU.S.55%51%50%50%40%37%35%41%34%44%32%30%30%32%28%28%27%21%25%36%24%24%23%25%13%16%10%14%13%12%TobesuccessfulSafetyandsecurityAhappyrelationshipMakingmyowndecisionsHavingagoodtimeAdvancingmycareerAnhonestandrespectablelifeSocialjusticeLearningnewthingsTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofeDreamsusersConsumerlifestyle:maininterestsTop10interestsofeDreamsusersintheU.S.49%52%45%39%29%22%39%44%42%39%38%29%38%33%22%37%40%34%36%29%36%35%26%35%28%23%35%41%31%16%Movies,TVshowsArts&literatureFood&diningSportsFamily&parentingHealth&fitnessGaming&eSportsFinance&economyReligion&spiritualityTravel&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongeDreamsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofeDreamsusersintheU.S.44%39%31%43%42%33%43%34%42%43%28%41%34%25%40%40%36%38%33%23%38%28%36%42%41%36%29%19%18%16%OutdooractivitiesVideogamingCars/vehiclesTravelingSocializingReadingBoardgames/cardgamesTech/computersCooking/bakingMakingmusic18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytoplaybadmintonthanotherpackagedholidaybookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofeDreamsusersintheU.S.31%30%22%11%19%8%27%13%4%27%17%7%26%16%9%24%17%9%23%15%5%22%14%6%21%14%9%20%12%3%BasketballAmericanfootballBadmintonBaseball/softballCyclingDancingSoccerGolfSwimming/DivingCricket19Notes:Sources:/FlagfootballBrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=88eDreamsusers,n=776packagedholidaybookers,n=22,174allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytofollowcyclingthanotherpackagedholidaybookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyeDreamsusersintheU.S.28%26%27%27%27%23%20%23%22%22%21%18%15%15%8%10%2%13%4%13%6%18%10%4%18%11%3%16%11%4%BasketballAmericanfootballBaseballBoxingCyclingVolleyballGolfAthletics(track&field)Swimming/divingGymnastics20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=68eDreamsusers,n=776packagedholidaybookers,n=17,703allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat52%ofeDreamsusersadjusttheirtravelplansduetorequirementsandgovernmentregulationsConsumerattitudes:travelAgreementwithstatementstowardstravelintheU.S.53%48%52%49%48%49%46%39%38%36%40%35%32%21%16%WhenI’monvacation,IusemysmartphoneasaguideIadjustmytravelplansonthebasisoftravelrequirementsandIwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,sustainabilityisimportanttomeWhenitcomestotraveling,Ialwayslookforthecheapestoffer22Notes:governmentregulationsBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=10,073allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofeDreamsusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheU.S.38%35%35%26%29%23%28%26%19%14%10%10%3%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofeDreamsusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheUnitedStatesaccordingtoeDreamsusers38%34%33%35%29%26%34%36%42%32%30%25%32%29%29%30%30%37%29%32%38%30%29%31%28%33%40%27%34%29%EducationEnvironmentCrimeCivilrightsFoodandwatersecurityPovertyHousingUnemploymentHealthandsocialsecurityClimatechange24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherpackagedholidaybookers,eDreamsuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheU.S.Brandusers15%11%70%4%Categoryusers20%18%54%7%Allrespondents21%28%33%18%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints17%FoursquareismorepopularamongeDreamsusersthantheaveragepackagedholidaybookerMarketingtouchpoints:socialmediausageSocialmediausageintheU.S.bybrand76%69%70%75%69%62%56%59%49%46%46%48%40%27%38%34%34%34%34%30%28%16%4%13%3%9%2%16%13%27Notes:Sources:InstagramFacebookYouTubeSnapchatTikTokBeReal.ClubhouseFoursquareLinkedInRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=50eDreamsusers,n=306packagedholidaybookers,n=30420allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsuserstendtoreaddailynewspapersmoreoftenthanpackagedholidaybookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheU.S.havebeenusinginthepast4weeks72%72%65%72%65%45%71%76%68%65%47%63%56%48%63%47%62%59%52%62%52%49%43%48%21%24%32%31%33%36%28%14%11%DigitalvideocontentMovies/cinemaTVDailynewspapersDigitalmusiccontentMagazinesRadioPodcastsOnlinenewswebsitesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersrememberseeingadsinnewslettersmoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereeDreamsusersintheU.S.havecomeacrossdigitaladvertisinginthepast4weeks52%48%43%49%40%46%38%32%44%40%44%42%36%44%45%36%43%34%41%40%40%36%26%26%26%27%26%21%SocialmediaOnlinestoresSearchenginesVideogamesVideoportalsVideostreamingservices12%9%MusicportalsNewslettersEditorialwebsitesandappsWebsitesandappsofbrands29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheU.S.havecomeacrossnon-digitaladvertisinginthepast4weeks56%52%52%56%43%32%39%44%47%41%31%45%40%32%44%33%42%34%42%32%26%17%16%14%OnadvertisingspacesAtthemovies/cinemaOnTVDirectlyinthestoreOntheradioInprintedmagazinesBymailshot/advertisingInprinteddailyonthegoandjournalsmailnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=176eDreamsusers,n=776packagedholidaybookers,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

Identifyandunderstandyourcoreau