机构研究报告-意大利度假套餐预订用户分析报告：Alpitour

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:AlpitourusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofAlpitourusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkAlpitourusersinItaly(’’brandusers’’)againstItalianpackagedholidaybookersingeneral(’’categoryusers’’),andtheoverallItalianconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingItaly)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofAlpitourhasgrowncomparedto2021Q4Managementsummary:brandusagetimelineTimelineofpackagedholidaybookersusingAlpitour22%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%19%19%18%18%18%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%52021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=33-62Alpitourusers,n=191-297packagedholidaybookersSources:ConsumerInsightsGlobalasofAugust2024AlpitourusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsAlpitourismorepopularamongMillennialsthanotherpackageholidayportals.Comparedtootherpackageholidayportals,Alpitourhasarelativelyhighshareofmaleusers.Alpitourhasalargershareofuserswithahighincomethanotherpackageholidayportals.LearningnewthingsislessimportanttoAlpitourusersthantootherpackagedholidaybookers.VIPsandcelebritiesarerelativelyprevalentinterestsofAlpitourusers.Alpitourusersaremorelikelytohavetravelingasahobbythantheaverageconsumer.Itstandsoutthat31%ofAlpitourusersadjusttheirtravelplansduetorequirementsandgovernmentregulations.22%ofAlpitourusersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofAlpitourusersthinkthatfood&watersecurityisanissuethatneedstobeaddressed.SnapchatismorepopularamongAlpitourusersthantheaveragepackagedholidaybooker.Alpitourusersrememberseeingadsinvideogamesmoreoftenthanotherpackagedholidaybookers.Alpitourusersaremorelikelytoliveincitieswithover1millioninhabitantsthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+AlpitourismorepopularamongMillennialsthanotherpackageholidayportalsDemographicprofile:generationsAgeofconsumersinItalyBrandusers9%36%47%7%Categoryusers19%31%43%7%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherpackageholidayportals,AlpitourhasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersinItalyBrandusers58%42%Categoryusers52%48%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202420%ofAlpitourusershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinItaly29%29%26%25%20%16%20%22%20%16%16%18%4%2%5%7%8%9%2%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AlpitourhasalargershareofuserswithahighincomethanotherpackageholidayportalsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers58%27%15%Categoryusers47%29%24%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherpackagedholidaybookers,AlpitourusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive56%42%29%33%21%21%23%2%10%13%7%7%6%0%2%2%5%16%0%1%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Alpitourusersaremorelikelytoliveincitieswithover1millioninhabitantsthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%32%32%25%24%24%13Notes:Sources:21%21%18%18%15%11%11%8%7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20244%ofAlpitourusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers4%84%13%Categoryusers6%86%9%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoAlpitourusersthantootherpackagedholidaybookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly56%53%54%53%54%60%40%39%36%29%33%27%27%29%31%30%31%22%20%17%22%18%14%14%21%22%16%15%9%9%AhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityHavingagoodtimeMakingmyowndecisionsTobesuccessfulLearningnewthingsTraditionsSocialjusticeAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202446%47%VIPsandcelebritiesarerelativelyprevalentinterestsofAlpitourusersConsumerlifestyle:maininterestsTop10interestsofAlpitourusersinItaly65%65%55%51%49%42%53%56%49%49%46%42%43%43%40%40%36%33%26%35%34%34%35%33%33%31%20%15%TravelSportsFood&diningMovies,TVshowsHealth&fitnessScience&technologyFinance&economyPolitics&societyandcurrentVIPs&celebritiesFashion&beauty17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202442%39%AlpitourusersaremorelikelytohavetravelingasahobbythantheaverageconsumerConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofAlpitourusersinItaly65%62%46%45%45%41%44%43%35%35%33%32%27%33%35%26%32%34%28%27%24%27%34%31%25%33%35%14%TravelingDoingsportsandfitnessOutdooractivitiesReadingSocializingVideogamingShoppingCars/vehiclesTech/computersCooking/baking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AlpitourusersaremorelikelytoplaysoccerthanotherpackagedholidaybookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofAlpitourusersinItaly27%22%19%24%22%20%20%16%13%15%15%11%16%15%8%13%11%10%11%8%9%7%5%5%7%6%4%5%12%8%Running/joggingSoccerFitness,aerobics,cardioCyclingTennisHikingYoga/pilatesBasketballDancingSwimming/Diving19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=33Alpitourusers,n=297packagedholidaybookers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024Alpitourusersaremorelikelytofollowathletics(track&field)thanotherpackagedholidaybookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyAlpitourusersinItaly36%37%34%22%24%19%18%11%10%18%14%11%18%13%10%18%14%12%15%15%12%13%7%4%13%11%8%9%9%5%20Notes:Sources:SoccerTennisAthleticsBasketballCyclingVolleyballMotorsportsBoxingSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=28Alpitourusers,n=297packagedholidaybookers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024GymnasticsCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat31%ofAlpitourusersadjusttheirtravelplansduetorequirementsandgovernmentregulationsConsumerattitudes:travelAgreementwithstatementstowardstravelinItaly50%49%48%42%42%40%35%38%29%31%29%21%20%21%13%WhenI’monvacation,IusemysmartphoneasaguideWhenitcomestotraveling,IalwayslookforthecheapestofferIwanttoexperiencesomethinguniqueduringmytravelsIadjustmytravelplansonthebasisoftravelrequirementsandWhenitcomestotraveling,sustainabilityisimportanttome22Notes:governmentregulationsBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=2,034allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofAlpitourusersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly49%48%51%15%18%12%13%14%18%22%18%19%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofAlpitourusersthinkthatfood&watersecurityisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoAlpitourusers49%44%43%49%46%54%47%47%46%45%45%53%41%40%41%36%41%50%33%27%28%35%39%33%29%29%35%38%21%21%CrimeEconomicsituationHealthandsocialsecurityUnemploymentClimatechangeRisingprices/inflation/CivilrightsEducationFoodandwatersecurityImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherpackagedholidaybookers,AlpitouruserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers25%20%36%18%Categoryusers29%26%31%14%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsSnapchatismorepopularamongAlpitourusersthantheaveragepackagedholidaybookerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand79%78%71%75%73%69%64%61%61%39%36%37%25%11%20%11%7%6%7%5%5%12%7%19%17%18%7%4%3%2%27Notes:Sources:FacebookInstagramYouTubeTikTokLinkedInSnapchatBeReal.X(Twitter)ClubhouseBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=28Alpitourusers,n=154packagedholidaybookers,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024AlpitouruserstendtoreaddailynewspapersmoreoftenthanpackagedholidaybookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks95%91%87%71%69%63%69%68%64%60%58%48%51%46%41%51%41%31%47%47%35%38%36%29%36%33%25%27%24%18%25%19%15%TVRadioDigitalvideocontentOnlinenewswebsitesDigitalmusiccontentDailynewspapersMovies/cinemaMagazinesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AlpitourusersrememberseeingadsinvideogamesmoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereAlpitourusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks42%47%40%39%40%40%38%35%34%36%24%18%35%33%29%31%31%26%29%31%23%24%19%20%16%16%18%16%15%14%SearchenginesVideoportalsSocialmediaVideogamesVideostreamingservicesOnlinestoresWebsitesandappsMusicportalsEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AlpitourusersrememberadvertisingtheyheardontheradiomoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks75%71%65%44%33%30%38%35%33%35%30%26%35%27%19%27%24%19%25%31%29%25%28%20%OnTVOntheradioOnadvertisingspacesDirectlyinthestoreInprinteddailyInprintedmagazinesBymailshot/advertisingAtthemovies/cinema30Notes:Sources:onthegonewspapersandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=55Alpitourusers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024mail•

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