机构研究报告-西班牙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:eDreamsusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofeDreamsusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkeDreamsusersinSpain(’’brandusers’’)againstSpanishpackagedholidaybookersingeneral(’’categoryusers’’),andtheoverallSpanishconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingSpain)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofeDreamshasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofpackagedholidaybookersusingeDreams29%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%28%27%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%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%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%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%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%22%22%22%22%22%22%22%22%22%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=36-71eDreamsusers,n=153-278packagedholidaybookersSources:ConsumerInsightsGlobalasofAugust2024eDreamsusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointseDreamsismorepopularamongGenerationZthanotherpackageholidayportals.55%ofeDreamsusersaremale.eDreamshasasmallershareofuserswithamediumhouseholdincomethanotherpackageholidayportals.eDreamsusersaremorelikelytoliveinSuccessandcareeradvancementarerelativelyimportanttoeDreamsusers.GamingandeSportsarerelativelyprevalentinterestsofeDreamsusers.VideogamingisarelativelypopularhobbyamongeDreamsusers.Itstandsoutthat58%ofeDreamsuserswanttoexperiencesomethinguniqueduringtheirtravels.23%ofeDreamsusersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofeDreamsusersthinkthattheenvironmentisanissuethatneedstobeaddressed.LinkedInismorepopularamongeDreamsusersthantheaveragepackagedholidaybooker.eDreamsusersrememberseeingadsinvideogamesmoreoftenthanotherpackagedholidaybookers.medium-sizedtownsthanpackagedholidaybookersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+eDreamsismorepopularamongGenerationZthanotherpackageholidayportalsDemographicprofile:generationsAgeofconsumersinSpainBrandusers33%37%25%5%Categoryusers20%39%35%6%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202455%ofeDreamsusersaremaleDemographicprofile:genderGenderofconsumersinSpainBrandusers55%45%Categoryusers56%44%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofeDreamsusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain43%36%30%10%14%20%22%24%12%14%15%17%14%10%3%2%2%Noformal5%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024eDreamshasasmallershareofuserswithamediumhouseholdincomethanotherpackageholidayportalsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers47%28%25%Categoryusers45%34%21%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherpackagedholidaybookers,eDreamsusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive43%33%34%22%24%13%7%11%15%13%8%7%3%5%3%18%11%16%3%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytoliveinmedium-sizedtownsthanpackagedholidaybookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain39%35%33%27%26%20%20%21%17%17%16%17%13Notes:Sources:8%5%2%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202413%ofeDreamsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers13%85%2%Categoryusers8%88%4%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoeDreamsusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain54%58%54%52%43%40%33%28%40%31%35%37%37%40%35%33%22%21%32%24%19%15%23%30%15%12%17%8%8%7%AnhonestandrespectablelifeHavingagoodtimeMakingmyowndecisionsAhappyrelationshipSafetyandsecurityTobesuccessfulAdvancingmycareerLearningnewthingsSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024GamingandeSportsarerelativelyprevalentinterestsofeDreamsusersConsumerlifestyle:maininterestsTop10interestsofeDreamsusersinSpain63%55%44%62%56%42%58%55%41%55%67%56%53%63%55%53%45%25%52%56%50%47%46%34%42%37%26%42%29%18%Health&fitnessSportsScience&technologyTravelMovies,TVshowsVehicles&mobilityFood&diningFinance&economyCareer&educationGaming&eSports17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongeDreamsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofeDreamsusersinSpain69%63%53%39%63%57%62%58%43%55%43%32%45%41%44%48%34%43%49%39%43%43%33%42%37%34%40%49%49%23%DoingsportsandfitnessTravelingOutdooractivitiesVideogamingCars/vehiclesShoppingSocializingTech/computersPetsReading18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytoplaytennisthanotherpackagedholidaybookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofeDreamsusersinSpain38%34%37%33%19%26%13%23%12%28%16%7%25%29%24%23%24%19%23%15%11%20%15%8%18%16%9%15%7%5%Running/joggingSoccerCyclingTennisHikingFitness,aerobics,cardioYoga/pilatesBasketballSwimming/DivingDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=42eDreamsusers,n=251packagedholidaybookers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytofollowboxingthanotherpackagedholidaybookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyeDreamsusersinSpain55%49%40%36%32%35%31%30%26%28%20%20%13%21%11%20%12%18%11%18%11%17%11%12%6%6%4%5%6%3%20Notes:Sources:SoccerTennisBasketballMotorsportsCyclingBoxingAthleticsMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=37eDreamsusers,n=251packagedholidaybookers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024HandballAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat58%ofeDreamsuserswanttoexperiencesomethinguniqueduringtheirtravelsConsumerattitudes:travelAgreementwithstatementstowardstravelinSpain60%63%54%58%46%38%38%38%38%31%30%30%31%20%21%WhenI’monvacation,IusemysmartphoneasaguideIwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,sustainabilityisimportanttomeWhenitcomestotraveling,IalwayslookforthecheapestofferIadjustmytravelplansonthebasisoftravelrequirementsand22Notes:governmentregulationsBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202423%ofeDreamsusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain40%37%38%33%28%23%21%18%20%10%13%12%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202440%ArelativelyhighshareofeDreamsusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoeDreamsusers62%64%59%56%57%57%55%52%50%47%45%38%47%57%56%45%52%52%60%55%45%45%43%42%37%38%40%35%33%UnemploymentHealthandsocialsecurityEducationClimatechangeEconomicsituationHousingImmigrationRisingprices/inflation/CrimeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202437%ofeDreamsusershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers28%27%37%8%Categoryusers33%27%33%7%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints73%13%LinkedInismorepopularamongeDreamsusersthantheaveragepackagedholidaybookerMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand89%68%81%67%78%74%73%73%63%66%49%52%29%22%44%28%20%33%8%36%30%32%26%25%14%15%9%4%27Notes:Sources:FacebookTikTokInstagramYouTubeLinkedInSnapchatX(Twitter)TwitchRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=27eDreamsusers,n=117packagedholidaybookers,n=6071allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsuserstendtoreadmagazinesmoreoftenthanpackagedholidaybookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks95%90%85%90%80%70%80%73%59%75%81%69%63%63%49%63%47%37%60%65%54%55%37%48%41%47%42%26%28%29%22%11%6%TVMovies/cinemaRadioDigitalvideocontentDigitalmusiccontentPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersrememberseeingadsinvideogamesmoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereeDreamsusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks55%48%35%22%47%41%28%47%43%36%47%33%23%47%44%45%45%35%43%43%33%42%33%26%37%31%20%33%22%15%MusicportalsSearchenginesSocialmediaVideogamesVideoportalsVideostreamingservicesOnlinestoresWebsitesandappsEditorialwebsitesPodcastsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks68%70%63%57%53%52%41%31%33%21%42%30%45%45%36%42%38%31%37%26%17%35%25%17%OnTVOntheAtthemoviesDirectlyinOnadvertisingBymailshot/InprintedInprintedradio/cinemathestorespacesadvertisingdailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=60eDreamsusers,n=251packagedholidaybookers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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