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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:FREENOWusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofFREENOWusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkFREENOWusersinSpain(’’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•KeyinsightsThemarketshareofFREENOWhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofridesharingusersusingFREENOW18%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%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%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%15%15%15%15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%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%13%13%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=70-122FREENOWusers,n=537-709ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024FREENOWusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLikeotherridesharingservices,FREENOWhasahighshareofusersthatarepartofGenerationZ.ThereisafairlyevensplitofmaleandfemaleFREENOWusers.FREENOWhasalargershareofuserswithahighincomethanotherridesharingservices.SafetyandsecurityismoreimportanttoFREENOWusersthantootherridesharingusers.Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofFREENOWusers.ShoppingisarelativelypopularhobbyamongFREENOWusers.Itstandsoutthat30%ofFREENOWuserscanimagineusingaself-drivingtaxi.26%ofFREENOWusersareinnovatorsorearlyadoptersofnewproducts.TheeconomicsituationisofparticularconcerntoFREENOWusers.X(Twitter)ismorepopularamongFREENOWusersthantheaverageridesharinguser.FREENOWusersrememberseeingadsinvideogamesmoreoftenthanotherridesharingusers.FREENOWusersaremorelikelytoliveincitieswithover1millioninhabitantsthanridesharingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+Likeotherridesharingservices,FREENOWhasahighshareofusersthatarepartofGenerationZDemographicprofile:generationsAgeofconsumersinSpainBrandusers26%38%29%7%Categoryusers26%37%31%7%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleFREENOWusersDemographicprofile:genderGenderofconsumersinSpainBrandusers48%52%Categoryusers50%50%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFREENOWusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain50%40%30%23%24%0%2%3%6%7%14%15%14%12%15%15%14%10%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWhasalargershareofuserswithahighincomethanotherridesharingservicesDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers51%26%23%Categoryusers42%30%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,FREENOWusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive44%33%34%23%25%24%17%16%11%10%9%SinglehouseholdCouple7%7%7%SingleparentPartners3%3%3%Multi-9%Twoormore4%5%Other4%householdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FREENOWusersaremorelikelytoliveincitieswithover1millioninhabitantsthanridesharingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain50%34%33%24%26%28%25%12%17%14%17%3%5%8%5%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202412%ofFREENOWusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers12%83%5%Categoryusers10%88%2%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityismoreimportanttoFREENOWusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain54%56%55%52%51%58%43%33%35%33%32%35%27%26%28%29%26%30%22%15%17%21%23%21%19%22%19%6%7%7%AhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsHavingagoodtimeLearningnewthingsSocialjusticeTobesuccessfulAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofFREENOWusersConsumerlifestyle:maininterestsTop10interestsofFREENOWusersinSpain65%65%56%58%61%55%53%48%41%51%50%44%49%43%48%44%42%45%43%45%44%51%50%44%34%35%32%29%35%25%TravelMovies,TVshowsScience&technologyHealth&fitnessFinance&economySportsFashion&beautyPolitics&societyandcurrentFood&diningVehicles&mobility17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongFREENOWusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofFREENOWusersinSpain72%67%57%53%50%43%50%46%39%50%49%49%50%44%34%48%48%39%46%41%33%42%44%40%38%38%34%37%38%32%TravelingOutdooractivitiesDoingsportsandfitnessReadingShoppingSocializingTech/computersCooking/bakingPetsVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersaremorelikelytogorunningorjoggingthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofFREENOWusersinSpain33%28%25%24%26%22%24%22%24%19%19%19%13%18%12%19%12%7%18%15%11%17%12%8%15%8%5%14%11%9%Running/joggingFitness,aerobics,cardioSoccerCyclingHikingTennisYoga/pilatesBasketballDancingSwimming/Diving19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=664ridesharingusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersaremorelikelytofollowmotorsportsthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyFREENOWusersinSpain40%39%36%30%28%24%20%25%20%23%17%13%17%14%11%10%7%5%8%8%6%7%4%3%6%3%2%6%6%4%20Notes:Sources:SoccerTennisBasketballMotorsportsCyclingHandballAthleticsAmerican(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=52FREENOWusers,n=664ridesharingusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsMixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat30%ofFREENOWuserscanimagineusingaself-drivingtaxiConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinSpain69%67%61%61%55%44%46%41%35%34%27%17%30%22%15%OwningacarisimportanttomeThepublictransportationsystemTherearenotenoughparkingIspendtoomuchtimecommutingIcanimagineusingaself-drivingtaxi22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202426%ofFREENOWusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%39%38%33%30%26%22%16%18%10%11%13%4%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TheeconomicsituationisofparticularconcerntoFREENOWusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoFREENOWusers58%57%56%58%56%60%55%54%52%54%62%59%58%52%57%46%52%50%44%42%38%41%40%40%37%38%41%37%35%33%EconomicsituationRisingprices/inflation/HousingUnemploymentHealthandsocialsecurityEducationClimatechangeImmigrationPovertyEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FREENOWusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers35%31%28%6%Categoryusers33%28%30%9%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints70%24%15%X(Twitter)ismorepopularamongFREENOWusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand85%84%73%80%68%76%63%74%72%66%61%49%40%32%44%31%22%37%20%26%14%15%8%4%15%11%8%27Notes:Sources:InstagramFacebookTikTokYouTubeX(Twitter)LinkedInTwitchRedditSnapchatBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=54FREENOWusers,n=329ridesharingusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWuserstendtolistentopodcastsmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks87%88%85%83%81%69%75%78%70%61%62%59%61%64%49%60%47%60%61%54%46%37%39%29%39%32%28%36%32%26%11%8%6%TVDigitalvideocontentMovies/cinemaRadioDigitalmusiccontentPodcastsOnlinenewswebsitesOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersrememberseeingadsinvideogamesmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereFREENOWusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks58%55%44%50%47%35%48%44%36%43%40%33%38%31%23%38%34%26%32%32%28%29%26%20%28%33%22%22%21%15%VideoportalsVideostreamingservicesSocialmediaOnlinestoresVideogamesWebsitesandappsSearchenginesEditorialwebsitesMusicportalsPodcasts29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks68%68%63%42%42%36%40%38%30%39%37%31%39%38%31%36%31%21%27%22%17%24%22%17%OnTVOnadvertisingspacesDirectlyinthestoreBymailshot/advertisingOntheradioAtthemovies/cinemaInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=109FREENOWusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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