机构研究报告-西班牙拼车软件用户分析报告：Pidetaxi

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:PidetaxiusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofPidetaxiusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkPidetaxiusersinSpain(’’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•KeyinsightsThemarketshareofPidetaxihasstayedfairlysimilarcomparedto2021Q2Managementsummary:brandusagetimelineTimelineofridesharingusersusingPidetaxi15%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%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%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%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%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%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%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%52021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=37-99Pidetaxiusers,n=243-709ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024PidetaxiusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsPidetaxiismorepopularamongGenerationZthanotherridesharingservices.ThereisafairlyevensplitofmaleandfemalePidetaxiusers.Comparedtotheaverageconsumer,Pidetaxiusersaremorelikelytohaveahighincome.BeingsuccessfulismoreimportanttoPidetaxiusersthantootherridesharingusers.HealthandfitnessarerelativelyprevalentinterestsofPidetaxiusers.ShoppingisarelativelypopularhobbyamongPidetaxiusers.Itstandsoutthat79%ofPidetaxiuserssaythatowningacarisimportanttothem.24%ofPidetaxiusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofPidetaxiusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.YouTubeismorepopularamongPidetaxiusersthantheaverageridesharinguser.Pidetaxiusersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanotherridesharingusers.Pidetaxiusersaremorelikelytoliveinlargecitiesthanridesharingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+PidetaxiismorepopularamongGenerationZthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersinSpainBrandusers36%37%22%5%Categoryusers26%37%31%7%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemalePidetaxiusersDemographicprofile:genderGenderofconsumersinSpainBrandusers49%51%Categoryusers50%50%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202458%ofPidetaxiusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain41%40%30%22%23%24%2%2%3%5%7%14%13%12%15%14%14%10%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,PidetaxiusersaremorelikelytohaveahighincomeDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers45%29%26%Categoryusers42%30%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,PidetaxiusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive40%33%34%25%24%15%20%17%16%10%9%11%8%7%7%2%3%3%5%5%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024PidetaxiusersaremorelikelytoliveinlargecitiesthanridesharingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain39%34%33%24%26%28%25%21%17%17%12%3%5%8%9%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202411%ofPidetaxiusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers11%87%2%Categoryusers10%88%2%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoPidetaxiusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain52%56%55%52%51%58%39%33%35%38%33%35%33%23%21%28%27%28%29%25%30%22%22%19%15%17%7%5%7%7%AhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsTobesuccessfulHavingagoodtimeLearningnewthingsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofPidetaxiusersConsumerlifestyle:maininterestsTop10interestsofPidetaxiusersinSpain66%61%55%63%65%56%61%50%44%59%51%50%54%48%41%49%43%35%46%43%34%46%44%42%41%37%34%41%35%25%Movies,TVshowsTravelHealth&fitnessFood&diningScience&technologyFashion&beautyFinance&economySportsHistoryVehicles&mobility&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongPidetaxiusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofPidetaxiusersinSpain66%67%57%60%46%39%58%50%43%57%44%34%55%49%49%51%48%39%48%38%32%47%41%33%42%44%40%41%31%23%TravelingDoingsportsandfitnessOutdooractivitiesShoppingReadingSocializingVideogamingTech/computersCooking/bakingCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024PidetaxiusersaremorelikelytogorunningorjoggingthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofPidetaxiusersinSpain36%29%28%28%25%19%24%24%24%19%19%13%22%12%8%22%18%12%22%15%11%21%11%9%17%12%7%13%8%5%Running/joggingHikingFitness,aerobics,cardioSoccerBasketballCyclingYoga/pilatesSwimming/DivingTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=66Pidetaxiusers,n=664ridesharingusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024PidetaxiusersaremorelikelytofollowhandballthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyPidetaxiusersinSpain41%39%36%27%24%25%25%20%20%18%17%13%12%8%6%12%14%11%12%7%5%10%9%6%8%6%4%4%3%2%20Notes:Sources:SoccerTennisBasketballMotorsportsAthleticsCyclingHandballBoxingMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=42Pidetaxiusers,n=664ridesharingusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsCHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat79%ofPidetaxiuserssaythatowningacarisimportanttothemConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinSpain79%67%61%60%55%44%41%41%35%28%22%15%22%27%17%OwningacarisimportanttomeThepublictransportationsystemTherearenotenoughparkingIcanimagineusingaself-drivingtaxiIspendtoomuchtimecommuting22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofPidetaxiusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain39%38%34%33%29%30%21%16%18%13%13%10%3%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofPidetaxiusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoPidetaxiusers68%58%57%64%62%59%57%57%56%55%52%50%58%55%60%53%54%52%48%40%41%47%40%37%45%34%31%43%38%38%HealthandsocialsecurityUnemploymentEconomicsituationEducationRisingprices/inflation/HousingPovertyImmigrationGovernmentdebtCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,PidetaxiuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers29%26%37%8%Categoryusers33%28%30%9%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongPidetaxiusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand81%72%66%74%70%68%84%74%73%68%63%49%34%31%22%34%40%32%23%24%20%15%8%4%15%11%15%8%15%14%27Notes:Sources:YouTubeFacebookInstagramTikTokLinkedInX(Twitter)RedditSnapchatTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=47Pidetaxiusers,n=329ridesharingusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust20248%PidetaxiuserstendtogotothemoviesmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks96%88%85%88%81%87%78%69%70%67%64%49%67%62%59%67%61%54%49%47%37%42%39%29%35%32%28%33%32%26%7%6%TVDigitalvideocontentMovies/cinemaDigitalmusiccontentRadioOnlinenewswebsitesPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024PidetaxiusersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswherePidetaxiusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks60%55%44%53%47%35%49%44%36%40%40%33%38%34%26%35%26%20%35%31%23%34%32%28%33%33%22%24%21%15%VideoportalsVideostreamingservicesSocialmediaOnlinestoresWebsitesandappsEditorialwebsitesVideogamesSearchenginesMusicportalsPodcasts29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024PidetaxiusersrememberadstheysawdirectlyinthestoremoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks73%68%63%49%38%30%43%37%31%43%42%36%43%38%31%38%31%21%25%22%17%25%22%17%OnTVDirectlyinBymailshot/OnadvertisingOntheAtthemoviesInprintedInprintedthestoreadvertisingspacesradio/cinemadailymagazinesmailonthegonewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92Pidetaxiusers,n=664ridesharingusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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