机构研究报告-芬兰线上机票预订用户分析报告：momondo

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&BRANDSOnlineflightbooking:momondousersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofmomondousersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkmomondousersinFinland(’’brandusers’’)againstFinnishflightticketbookersingeneral(’’categoryusers’’),andtheoverallFinnishconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingFinland)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsmomondousersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsmomondoismorepopularamongGenerationZthanotheronlineflightportals.56%ofmomondousersarefemale.momondohasasmallershareofuserswithamediumhouseholdincomethanotheronlineflightportals.momondousersaremorelikelytoliveinlargecitiesthanflightticketbookersSafetyandsecurityislessimportanttomomondousersthantootherflightticketbookers.Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofmomondousers.Travelingisarelativelypopularhobbyamongmomondousers.Itstandsoutthat31%ofmomondouserssaythatwhenitcomestotraveling,sustainabilityisimportanttothem.21%ofmomondousersareinnovatorsorearlyadoptersofnewproducts.Arelativelyhighshareofmomondousersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.LinkedInismorepopularamongmomondousersthantheaverageflightticketbooker.momondousersrememberseeingadsinvideogamesmoreoftenthanotherflightticketbookers.ingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+momondoismorepopularamongGenerationZthanotheronlineflightportalsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers31%40%26%3%Categoryusers24%36%29%11%Allrespondents22%34%32%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202456%ofmomondousersarefemaleDemographicprofile:genderGenderofconsumersinFinlandBrandusers44%56%Categoryusers48%52%Allrespondents49%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202463%ofmomondousershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland34%33%36%26%23%26%27%25%10%12%14%16%6%0%0%1%1%3%1%3%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024momondohasasmallershareofuserswithamediumhouseholdincomethanotheronlineflightportalsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers50%27%23%Categoryusers48%33%20%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024momondousersaremorelikelytoliveinlargecitiesthanflightticketbookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland57%52%44%31%28%32%16%18%1%4%6%10%12Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202413%ofmomondousersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers13%74%13%Categoryusers8%83%9%Allrespondents8%81%11%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityislessimportanttomomondousersthantootherflightticketbookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland54%58%52%55%59%47%41%36%37%38%42%37%30%29%26%27%26%27%24%23%23%23%15%12%13%10%8%4%8%12%AhappyrelationshipSafetyandsecurityMakingmyowndecisionsAnhonestandrespectablelifeHavingagoodtimeLearningnewthingsSocialjusticeTobesuccessfulAdvancingmycareerTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofmomondousersConsumerlifestyle:maininterestsTop10interestsofmomondousersinFinland73%65%46%67%61%61%54%52%50%54%52%48%54%41%36%49%42%39%44%39%31%41%42%34%40%29%25%39%29%33%TravelMovies,TVshowsFood&diningHealth&fitnessPolitics&societyandcurrentScience&technologyFinance&economySportsCareer&educationHome&garden16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongmomondousersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofmomondousersinFinland70%59%36%50%50%40%49%50%42%49%44%42%46%41%40%37%28%30%36%33%33%36%33%30%36%25%23%33%27%29%TravelingDoingsportsandfitnessOutdooractivitiesReadingCooking/bakingVideogamingPetsSocializingTech/computersDIYandarts&crafts17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024momondousersaremorelikelytogorunningorjoggingthanotherflightticketbookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofmomondousersinFinland34%27%20%31%29%23%29%30%26%24%26%21%23%18%20%15%14%10%14%12%9%14%8%5%13%10%7%11%8%6%Running/joggingFitness,aerobics,cardioCyclingHikingSwimming/DivingYoga/pilatesBadmintonTennisSoccerBasketball18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=44momondousers,n=612flightticketbookers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024momondousersaremorelikelytofollowbasketballthanotherflightticketbookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbymomondousersinFinland29%25%27%27%25%19%20%19%17%18%12%9%13%11%11%13%9%7%11%6%5%11%6%5%9%7%5%9%4%4%SoccerIceHockeyBasketballAthletics(track&field)MotorsportsTennisBoxingVolleyballBaseballCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=29momondousers,n=612flightticketbookers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat31%ofmomondouserssaythatwhenitcomestotraveling,sustainabilityisimportanttothemConsumerattitudes:travelAgreementwithstatementstowardstravelinFinland63%56%53%46%39%39%31%24%20%31%35%38%29%24%15%IwanttoexperiencesomethinguniqueduringmytravelsWhenI’monvacation,IusemysmartphoneasaguideWhenitcomestotraveling,sustainabilityisimportanttomeWhenitcomestotraveling,IalwayslookforthecheapestofferWhenI’mtraveling,Ibookaccommodations,carrentals,etc.21Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=2,023allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofmomondousersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland36%36%33%32%30%25%23%20%20%20%13%9%1%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofmomondousersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtomomondousers61%58%61%62%62%63%49%50%56%49%40%37%47%40%42%44%46%48%44%42%42%36%37%44%31%33%35%31%30%37%EconomicsituationHealthandsocialsecurityRisingprices/inflation/EducationCrimeUnemploymentGovernmentdebtPovertyEnvironmentImmigration23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManymomondousershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers23%33%27%17%Categoryusers22%29%34%15%Allrespondents24%27%29%20%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsLinkedInismorepopularamongmomondousersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand78%74%65%75%71%73%66%61%63%42%42%36%28%18%33%31%28%26%19%22%19%19%14%13%19%21%17%14%InstagramFacebook3%2%YouTubeLinkedInTikTokSnapchatRedditX(Twitter)TumblrBrandusersCategoryusersAllrespondents26Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=36momondousers,n=303flightticketbookers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202438%momondouserstendtolistentopodcastsmoreoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks90%84%82%84%81%75%80%69%59%79%72%68%67%65%61%60%42%34%60%48%39%56%49%41%51%36%41%42%39%19%21%23%TVDigitalvideocontentDigitalmusiccontentRadioOnlinenewswebsitesPodcastsMovies/cinemaOnlinemagazinesMagazinesDailynewspapersWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024momondousersrememberseeingadsinvideogamesmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswheremomondousersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks57%58%52%53%55%51%50%47%42%46%45%42%41%31%28%39%35%30%36%23%21%36%25%20%33%28%26%31%24%20%VideoportalsSocialmediaSearchenginesOnlinestoresNewslettersEditorialwebsitesVideogamesVideostreamingservicesWebsitesandappsMusicportalsandappsBrandusersCategoryusersAllrespondentsofbrands28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024momondousersrememberadvertisingtheyheardontheradiomoreoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks63%58%51%61%59%53%59%48%56%53%48%40%37%41%41%36%25%34%29%24%33%34%30%17%OnTVDirectlyinOntheOnadvertisingBymailshot/AtthemoviesInprintedInprintedthestoreradiospacesadvertising/cinemamagazinesdailyonthegomailandjournalsnewspapers29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=70momondousers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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