机构研究报告-芬兰线上机票预订用户分析报告

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:BusersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBusersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBusersinFinland(’’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•KeyinsightsThemarketshareofBhasstayedfairlysimilarcomparedto2021Q4Managementsummary:brandusagetimelineTimelineofflightticketbookersusingB19%19%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%16%16%16%16%16%16%16%16%16%16%16%16%16%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%15%15%15%15%15%15%15%15%15%15%15%15%15%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%52021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=37-115Busers,n=232-620flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024BusersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBismorepopularamongGenerationZthanotheronlineflightportals.Bismorepopularamongmaleflightticketbookersthanfemaleflightticketbookers.Bhasalargershareofuserswithalowincomethanotheronlineflightportals.BusersaremorelikelytoSuccessandcareeradvancementarerelativelyimportanttoBusers.SportsisarelativelyprevalentinterestofBusers.CarsorvehiclesarerelativelypopularhobbiesamongBusers.Itstandsoutthat32%ofBuserssaythatwhenitcomestotraveling,sustainabilityisimportanttothem.43%ofBusersareintheearlymajorityofinnovationadoptertypes.45%ofBusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.SnapchatismorepopularamongBusersthantheaverageflightticketbooker.Busersrememberseeingadsonvideostreamingservicesmoreoftenthanotherflightticketbookers.liveinmedium-sizedtownsthanflightticketbookersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BismorepopularamongGenerationZthanotheronlineflightportalsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers44%35%19%2%Categoryusers24%36%29%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024BismorepopularamongmaleflightticketbookersthanfemaleflightticketbookersDemographicprofile:genderGenderofconsumersinFinlandBrandusers57%43%Categoryusers48%52%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202423%ofBusershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinFinland34%33%23%25%23%27%28%25%20%12%14%16%6%0%0%1%2%3%2%3%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024BhasalargershareofuserswithalowincomethanotheronlineflightportalsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers39%30%31%Categoryusers48%33%20%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,BusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive32%34%26%27%30%28%26%23%23%9%6%7%1%0%1%10%5%6%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Busersaremorelikelytoliveinmedium-sizedtownsthanflightticketbookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland52%45%44%34%28%32%16%18%9%4%6%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202411%ofBusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers11%77%12%Categoryusers8%83%9%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoBusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland52%58%52%55%59%46%36%29%27%38%36%42%36%35%37%26%26%26%27%23%22%23%15%12%16%10%8%6%8%12%AhappyrelationshipSafetyandsecurityHavingagoodtimeAnhonestandrespectablelifeMakingmyowndecisionsTobesuccessfulLearningnewthingsSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofBusersConsumerlifestyle:maininterestsTop10interestsofBusersinFinland61%61%65%54%54%46%49%52%48%45%42%34%44%42%39%43%52%50%37%32%36%31%30%28%30%29%25%30%39%31%Movies,TVshowsTravelHealth&fitnessSportsScience&technologyFood&diningHistoryVehicles&mobilityCareer&educationFinance&economy&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024CarsorvehiclesarerelativelypopularhobbiesamongBusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBusersinFinland59%51%50%50%36%44%40%41%42%36%28%30%34%24%19%33%31%33%31%25%23%30%44%42%29%41%40%26%21%22%TravelingDoingsportsandfitnessOutdooractivitiesVideogamingCars/vehiclesPetsTech/computersReadingCooking/bakingBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024BusersaremorelikelytoplaysoccerthanotherflightticketbookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBusersinFinland33%27%20%27%30%26%24%29%23%22%18%26%21%10%7%16%15%14%12%12%9%10%8%6%10%11%8%10%14%10%Running/joggingCyclingFitness,aerobics,cardioSoccerSwimming/DivingHikingBadmintonBasketballDancingYoga/pilates19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=63Busers,n=612flightticketbookers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofBusersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBusersinFinland29%25%27%27%25%19%17%19%18%16%12%9%10%6%5%9%5%4%9%9%7%8%4%4%6%7%5%6%11%11%SoccerIceHockeyAthletics(track&field)BasketballBoxingMixedMartialArtsTennisCyclingBaseballMotorsports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=52Busers,n=612flightticketbookers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat32%ofBuserssaythatwhenitcomestotraveling,sustainabilityisimportanttothemConsumerattitudes:travelAgreementwithstatementstowardstravelinFinland53%56%48%53%39%39%40%35%38%32%24%20%27%24%15%IwanttoexperienceWhenI’monvacation,WhenitcomestoWhenitcomestoWhenI’mtraveling,IsomethinguniqueIusemysmartphonetraveling,Ialwayslooktraveling,sustainabilitybookaccommodations,duringmytravelsasaguideforthecheapestofferisimportanttomecarrentals,etc.22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=2,023allrespondentsSources:ConsumerInsightsGlobalasofAugust202443%ofBusersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland43%36%33%30%32%25%18%19%20%19%13%9%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202445%ofBusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoBusers58%62%62%63%45%45%42%41%42%40%38%42%37%44%48%40%35%37%34%49%50%35%33%37%34%33%37%44%26%26%HealthandsocialsecurityRisingprices/inflation/GovernmentdebtCrimeUnemploymentEducationEconomicsituationImmigrationDefense&foreignaffairsPoverty24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,BuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers21%22%43%15%Categoryusers22%29%34%15%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%28%36%18%SnapchatismorepopularamongBusersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand77%74%76%71%73%65%63%66%50%48%33%26%28%21%21%22%19%21%21%17%16%14%13%15%12%10%27Notes:Sources:InstagramYouTubeFacebookTikTokSnapchatLinkedInX(Twitter)RedditJodelBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=62Busers,n=303flightticketbookers,n=6061allrespondentsConsumerInsightsGlobalasofAugust2024BuserstendtogotothemoviesmoreoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks83%81%75%77%84%82%69%69%59%69%72%68%62%48%39%57%65%61%53%42%34%47%49%41%44%42%39%35%38%36%19%21%23%DigitalvideocontentTVDigitalmusiccontentRadioMovies/cinemaOnlinenewswebsitesPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024BusersrememberseeingadsonvideostreamingservicesmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBusersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks57%58%52%48%45%42%46%47%42%44%55%51%41%25%20%32%23%21%31%35%30%30%24%20%30%31%28%27%28%26%VideoportalsOnlinestoresSearchenginesSocialmediaVideostreamingservicesVideogamesEditorialwebsitesandappsMusicportalsNewslettersWebsitesandappsofbrands29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=115Busers,n=612flightticketbookers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024BusersrememberadstheygotbymaillessoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks53%59%53%50%48%40%47%58%51%43%53%48%41%41%36%34%30%30%25%29%29%24%28%17%DirectlyinthestoreOntheradioOnTVOnad