机构研究报告-意大利度假套餐预订用户分析报告：Expedia

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:ExpediausersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofExpediausersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkExpediausersinItaly(’’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•KeyinsightsThemarketshareofExpediahasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofpackagedholidaybookersusingExpedia30%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%28%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%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%21%21%21%21%21%21%21%21%21%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%18%17%17%17%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=47-70Expediausers,n=191-297packagedholidaybookersSources:ConsumerInsightsGlobalasofAugust2024ExpediausersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsExpediaismorepopularamongMillennialsthanotherpackageholidayportals.Comparedtootherpackageholidayportals,Expediahasarelativelyhighshareofmaleusers.Justlikepackagedholidaybookersingeneral,ExpediausersarerelativelyAhappyrelationshipislessimportanttoExpediausersthantootherpackagedholidaybookers.GamingandeSportsarerelativelyprevalentinterestsofExpediausers.TechorcomputersarerelativelypopularhobbiesamongExpediausers.Itstandsoutthat48%ofExpediauserswanttoexperiencesomethinguniqueduringtheirtravels.33%ofExpediausersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofExpediausersthinkthattheenvironmentisanissuethatneedstobeaddressed.YouTubeismorepopularamongExpediausersthantheaveragepackagedholidaybooker.Expediausersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherpackagedholidaybookers.likelytohaveahighincome.Expediausersaremorelikelytoliveinlargecitiesthanpackagedholidaybookersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ExpediaismorepopularamongMillennialsthanotherpackageholidayportalsDemographicprofile:generationsAgeofconsumersinItalyBrandusers19%48%29%4%Categoryusers19%31%43%7%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherpackageholidayportals,ExpediahasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersinItalyBrandusers60%40%Categoryusers52%48%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202467%ofExpediausershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly38%29%15%26%13%16%20%20%16%23%25%18%4%2%5%0%8%9%6%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Justlikepackagedholidaybookersingeneral,ExpediausersarerelativelylikelytohaveahighincomeDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers48%30%22%Categoryusers47%29%24%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherpackagedholidaybookers,ExpediausersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive​52%42%33%21%21%23%8%10%13%15%6%7%6%2%2%2%12%16%6%1%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ExpediausersaremorelikelytoliveinlargecitiesthanpackagedholidaybookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly32%32%31%24%24%23%21%21%25%11%13%15%11%13Notes:Sources:8%8%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202410%ofExpediausersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers10%85%6%Categoryusers6%86%9%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipislessimportanttoExpediausersthantootherpackagedholidaybookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly60%60%54%53%54%37%33%27%35%30%31%33%29%39%36%27%29%31%25%21%22%21%20%17%19%14%14%13%9%9%AnhonestandrespectablelifeHavingagoodtimeLearningnewthingsAhappyrelationshipSafetyandsecurityMakingmyowndecisionsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024GamingandeSportsarerelativelyprevalentinterestsofExpediausersConsumerlifestyle:maininterestsTop10interestsofExpediausersinItaly65%65%55%54%43%40%50%46%43%50%46%49%44%33%31%44%53%56%42%26%17%42%49%42%40%34%22%38%33%26%TravelScience&technologyHealth&fitnessMovies,TVshowsFashion&beautyFood&diningGaming&eSportsSportsVehicles&mobilityFinance&economy17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongExpediausersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofExpediausersinItaly62%56%46%52%34%31%52%35%26%48%45%35%42%34%28%38%33%35%41%43%38%37%29%32%33%39%35%31%32%27%TravelingTech/computersVideogamingDoingsportsandfitnessShoppingCooking/bakingReadingPetsOutdooractivitiesSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersaremorelikelytoplaysoccerthanotherpackagedholidaybookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofExpediausersinItaly25%22%23%23%19%20%19%15%16%15%15%15%13%8%11%10%12%11%12%12%8%8%6%4%8%8%9%6%5%5%Running/joggingFitness,aerobics,cardioSoccerTennisHikingCyclingSwimming/DivingDancingYoga/pilatesBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=31Expediausers,n=297packagedholidaybookers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersaremorelikelytofollowmotorsportsthanotherpackagedholidaybookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyExpediausersinItaly37%35%34%23%21%24%19%15%12%13%11%10%13%14%11%13%11%8%12%13%10%10%14%12%8%9%5%6%6%4%SoccerMotorsportsTennisAthletics(track&field)BasketballSwimming/divingCyclingVolleyballGymnasticsWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=22Expediausers,n=297packagedholidaybookers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat48%ofExpediauserswanttoexperiencesomethinguniqueduringtheirtravelsConsumerattitudes:travelAgreementwithstatementstowardstravelinItaly58%50%49%48%48%38%40%29%33%29%21%27%25%21%13%WhenI’monvacation,IusemysmartphoneasaguideIwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,sustainabilityisimportanttomeWhenitcomestotraveling,IalwayslookforthecheapestofferIadjustmytravelplansonthebasisoftravelrequirementsand22Notes:governmentregulationsBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=2,034allrespondentsSources:ConsumerInsightsGlobalasofAugust202433%ofExpediausersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly48%51%38%33%18%12%13%14%18%15%18%19%0%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofExpediausersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoExpediausers48%46%54%48%45%53%46%36%39%46%41%50%42%41%44%41%40%43%39%40%44%38%47%46%31%27%28%29%35%39%EconomicUnemploymentEnvironmentRisingpricesClimatechangeCrimePovertyHealthandCivilrightsEducationsituation/inflation/costoflivingBrandusersCategoryusersAllrespondentssocialsecurity24Notes:’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofExpediausershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers33%23%35%10%Categoryusers29%26%31%14%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%39%YouTubeismorepopularamongExpediausersthantheaveragepackagedholidaybookerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand81%78%71%77%73%69%73%61%50%37%27%25%20%15%7%6%17%15%18%12%11%12%8%8%19%8%7%5%27Notes:Sources:FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)TwitchRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=26Expediausers,n=154packagedholidaybookers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202436%19%24%ExpediauserstendtogotothemoviesmoreoftenthanpackagedholidaybookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks88%91%87%73%68%64%71%69%69%63%65%58%63%47%35%48%41%31%50%29%46%46%41%44%33%25%38%33%18%15%TVDigitalvideocontentMovies/cinemaRadioOnlinenewswebsitesDailynewspapersMagazinesDigitalmusiccontentPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereExpediausersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks54%47%39%46%31%23%44%40%40%38%24%18%35%33%29%35%33%34%31%31%26%29%20%18%23%19%16%23%15%14%SearchenginesWebsitesandappsVideoportalsVideogamesVideostreamingservicesSocialmediaOnlinestoresEditorialwebsitesMusicportalsNewsletters29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotherpackagedholidaybookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks71%71%65%42%30%26%42%24%19%40%35%33%38%27%19%38%28%20%38%33%30%25%31%29%OnTVDirectlyinthestoreInprintedmagazinesOnadvertisingspacesInprinteddailyAtthemovies/cinemaOntheradioBymailshot/advertising30Notes:Sources:andjournalsonthegonewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedapackageholidayfrominthepast12months?’’;MultiPick;Base:n=52Expediausers,n=297packagedholidaybookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024mail•

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