机构研究报告-西班牙拼车软件用户分析报告：Bolt

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&BRANDSRidesharing:BoltusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBoltusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBoltusersinSpain(’’brandusers’’)againstSpanishridesharingusersingeneral(’’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•KeyinsightsThemarketshareofBolthasgrowncomparedto2022Q2Managementsummary:brandusagetimelineTimelineofridesharingusersusingBolt16%16%16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%14%14%14%14%14%14%14%14%14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%11%11%11%11%11%11%11%11%11%11%11%11%11%7%7%7%7%7%7%7%7%7%7%7%7%7%52022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=45-110Boltusers,n=605-709ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024BoltusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBoltismorepopularamongGenerationZthanotherridesharingservices.Boltismorepopularamongfemaleridesharingusersthanmaleridesharingusers.BolthasalargershareofuserswithahighincomethanotherridesharingSuccessandcareeradvancementarerelativelyimportanttoBoltusers.FashionandbeautyarerelativelyprevalentinterestsofBoltusers.TravelingisarelativelypopularhobbyamongBoltusers.Itstandsoutthat38%ofBoltuserssaytheyspendtoomuchtimecommuting.32%ofBoltusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofBoltusersthinkthathousingisanissuethatneedstobeaddressed.LinkedInismorepopularamongBoltusersthantheaverageridesharinguser.Boltusersrememberhearingadsinpodcastsmoreoftenthanotherridesharingusers.services.Boltusersaremorelikelytoliveincitieswithover1millioninhabitantsthanridesharingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BoltismorepopularamongGenerationZthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersinSpainBrandusers38%36%23%4%Categoryusers26%37%31%7%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BoltismorepopularamongfemaleridesharingusersthanmaleridesharingusersDemographicprofile:genderGenderofconsumersinSpainBrandusers41%59%Categoryusers50%50%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoltusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain40%40%28%30%23%24%21%7%14%9%12%15%14%10%0%2%3%2%0%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BolthasalargershareofuserswithahighincomethanotherridesharingservicesDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers51%27%22%Categoryusers42%30%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,BoltusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive33%34%29%24%25%24%22%17%16%7%9%11%5%7%7%2%3%3%12%5%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Boltusersaremorelikelytoliveincitieswithover1millioninhabitantsthanridesharingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain39%32%34%33%22%24%26%25%17%17%12%5%8%7%13Notes:Sources:1%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202419%ofBoltusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers19%79%2%Categoryusers10%88%2%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoBoltusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain52%56%52%55%50%58%31%22%19%31%29%30%33%31%35%29%23%21%33%35%29%27%27%28%15%17%10%8%7%7%AhappyrelationshipAnhonestandrespectablelifeAdvancingmycareerLearningnewthingsSafetyandsecurityTobesuccessfulMakingmyowndecisionsHavingagoodtimeSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofBoltusersConsumerlifestyle:maininterestsTop10interestsofBoltusersinSpain73%65%62%61%56%55%56%50%44%56%48%41%54%43%35%51%49%50%45%43%34%42%44%42%37%30%28%37%31%26%TravelMovies,TVshowsHealth&fitnessScience&technologyFashion&beautyFood&diningFinance&economySportsArts&literatureCareer&education17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongBoltusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBoltusersinSpain77%67%57%56%48%39%54%49%49%49%46%39%47%50%43%45%44%34%43%38%34%41%41%33%37%44%40%37%38%32%TravelingSocializingReadingDoingsportsandfitnessOutdooractivitiesShoppingPetsTech/computersCooking/bakingVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BoltusersaremorelikelytoplaytennisthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBoltusersinSpain31%28%25%19%24%19%22%19%13%21%15%11%20%24%24%20%12%7%19%18%12%17%11%9%15%12%8%15%8%5%Running/joggingFitness,aerobics,cardioSoccerYoga/pilatesHikingTennisCyclingSwimming/DivingBasketballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=66Boltusers,n=664ridesharingusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofBoltusersfollowboxingfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBoltusersinSpain39%34%36%25%24%20%24%25%20%16%14%11%16%17%13%11%9%6%8%8%6%7%6%4%6%4%3%6%7%5%20Notes:Sources:SoccerTennisBasketballCyclingMotorsportsBoxingAthleticsMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=45Boltusers,n=664ridesharingusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballHandballCHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat38%ofBoltuserssaytheyspendtoomuchtimecommutingConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinSpain68%67%61%56%55%44%45%41%35%38%27%17%32%22%15%OwningacarisimportanttomeThepublictransportationsystemTherearenotenoughparkingIspendtoomuchtimecommutingIcanimagineusingaself-drivingtaxi22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofBoltusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain39%38%27%31%25%30%33%16%18%10%11%13%235%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoltusersthinkthathousingisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoBoltusers61%54%52%58%57%56%58%58%62%57%58%59%58%60%53%52%50%50%45%42%38%44%40%41%42%35%33%38%40%37%HousingEconomicsituationHealthandsocialsecurityUnemploymentRisingprices/inflation/EducationClimatechangePovertyEnvironmentImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,BoltuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers31%26%35%8%Categoryusers33%28%30%9%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints24%LinkedInismorepopularamongBoltusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand85%84%73%74%63%74%72%66%70%70%68%49%49%31%40%40%32%38%22%20%23%15%14%19%8%4%17%11%8%27Notes:Sources:InstagramTikTokYouTubeFacebookLinkedInX(Twitter)TwitchRedditSnapchatBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=47Boltusers,n=329ridesharingusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202432%BoltuserstendtolistentopodcastsmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks88%88%85%86%81%83%78%69%70%65%64%49%64%47%37%60%61%54%55%62%59%42%26%37%39%29%35%32%28%10%8%6%TVDigitalvideocontentMovies/cinemaDigitalmusiccontentPodcastsOnlinenewswebsitesRadioMagazinesOnlinemagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BoltusersrememberhearingadsinpodcastsmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBoltusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks59%55%44%47%47%35%42%44%36%38%40%33%38%34%26%37%33%22%34%31%23%33%32%28%28%26%20%27%21%15%VideoportalsVideostreamingservicesSocialmediaOnlinestoresWebsitesandappsMusicportalsVideogamesSearchenginesEditorialwebsitesPodcastsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Boltusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks69%68%63%48%42%36%42%31%39%37%31%34%38%30%32%38%31%31%OnTV21%OnadvertisingAtthemoviesBymailshot/DirectlyinOnthe22%17%Inprinted23%22%17%Inprintedspaces/cinemaadvertisingthestoreradiomagazinesdailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=106Boltusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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