机构研究报告-意大利拼车软件用户分析报告：BlaBlaCar

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:BlaBlaCarusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBlaBlaCarusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBlaBlaCarusersinItaly(’’brandusers’’)againstItalianridesharingusersingeneral(’’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•KeyinsightsThemarketshareofBlaBlaCarhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofridesharingusersusingBlaBlaCar40%37%34%34%32%34%35%35%35%34%32%32%30%28%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=72-107BlaBlaCarusers,n=205-326ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024BlaBlaCarusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLikeotherridesharingservices,BlaBlaCarhasahighshareofusersthatareMillennials.ThereisafairlyevensplitofmaleandfemaleBlaBlaCarusers.Comparedtotheaverageconsumer,BlaBlaCarusersaremorelikelytohaveahighincome.SocialjusticeislessimportanttoBlaBlaCarusersthantootherridesharingusers.HealthandfitnessarerelativelyprevalentinterestsofBlaBlaCarusers.BlaBlaCarusersaremorelikelytohavecookingorbakingasahobbythanotherridesharingusers.Itstandsoutthat72%ofBlaBlaCaruserssaythatowningacarisimportanttothem.20%ofBlaBlaCarusersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofBlaBlaCarusersthinkthatcrimeisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongBlaBlaCarusersthantheaverageridesharinguser.BlaBlaCarusersrememberseeingadsinonlinestoresmoreoftenthanotherridesharingusers.BlaBlaCarusersandridesharingusersingeneralarerelativelylikelytoliveincitieswithover1millioninhabitants.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+Likeotherridesharingservices,BlaBlaCarhasahighshareofusersthatareMillennialsDemographicprofile:generationsAgeofconsumersinItalyBrandusers27%40%29%3%Categoryusers28%38%29%6%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleBlaBlaCarusersDemographicprofile:genderGenderofconsumersinItalyBrandusers49%51%Categoryusers50%50%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202460%ofBlaBlaCarusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly26%26%29%24%25%32%27%20%16%18%9%12%10%2%2%5%0%4%4%6%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,BlaBlaCarusersaremorelikelytohaveahighincomeDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers54%24%22%Categoryusers51%24%25%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,BlaBlaCarusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive47%37%33%19%21%26%23%23%13%13%8%2%SinglehouseholdCouple6%6%4%SingleparentPartners3%3%Multi-2%Twoormore4%5%Other3%householdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BlaBlaCarusersandridesharingusersingeneralarerelativelylikelytoliveincitieswithover1millioninhabitantsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly32%30%24%26%27%26%21%21%19%16%15%11%9%11%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202411%ofBlaBlaCarusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers11%86%3%Categoryusers10%84%6%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSocialjusticeislessimportanttoBlaBlaCarusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly50%52%54%50%52%60%36%33%36%36%34%31%34%32%30%27%27%31%24%21%17%16%14%9%15%17%14%10%17%22%AhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsHavingagoodtimeLearningnewthingsTobesuccessfulAdvancingmycareerTraditionsSocialjustice16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofBlaBlaCarusersConsumerlifestyle:maininterestsTop10interestsofBlaBlaCarusersinItaly70%65%55%57%45%43%52%53%56%51%48%49%48%47%42%45%44%40%41%39%31%41%38%34%40%36%31%39%32%22%TravelHealth&fitnessFood&diningMovies,TVshowsSportsScience&technologyFashion&beautyPolitics&societyandcurrentHistoryVehicles&mobility17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024BlaBlaCarusersaremorelikelytohavecookingorbakingasahobbythanotherridesharingusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBlaBlaCarusersinItaly59%58%46%49%43%43%45%35%35%41%37%35%40%33%32%40%31%27%40%35%31%39%39%35%38%32%26%33%33%28%TravelingReadingCooking/bakingOutdooractivitiesPetsSocializingTech/computersDoingsportsandfitnessVideogamingShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024BlaBlaCarusersaremorelikelytogorunningorjoggingthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBlaBlaCarusersinItaly32%22%19%22%19%13%21%19%15%16%11%10%16%13%8%15%13%11%14%11%9%12%10%8%11%10%5%9%7%5%Running/joggingSoccerFitness,aerobics,cardioHikingTennisCyclingYoga/pilatesSwimming/DivingVolleyball/BeachVolleyballBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50BlaBlaCarusers,n=326ridesharingusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024BlaBlaCarusersaremorelikelytofollowbasketballthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBlaBlaCarusersinItaly39%37%34%27%24%19%23%15%11%21%17%12%20%16%12%18%13%10%17%14%10%15%12%8%13%10%4%12%8%5%20Notes:Sources:SoccerTennisBasketballMotorsportsVolleyballAthleticsCyclingSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=44BlaBlaCarusers,n=326ridesharingusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024BoxingGymnasticsCHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat72%ofBlaBlaCaruserssaythatowningacarisimportanttothemConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinItaly72%60%60%42%38%30%37%37%26%30%26%19%28%19%8%OwningacarisimportanttomeTherearenotenoughparkingThepublictransportationsystemIspendtoomuchtimecommutingIcanimagineusingaself-drivingtaxi22Notes:spaceswhereIliveinmyareaisgoodBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=2,034allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofBlaBlaCarusersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly51%47%43%26%22%18%20%19%12%10%14%14%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBlaBlaCarusersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoBlaBlaCarusers55%46%43%55%51%53%51%54%49%48%44%44%46%41%41%47%46%50%41%35%40%46%39%39%40%39%41%37%46%28%CrimeUnemploymentEconomicsituationPovertyClimatechangeRisingprices/inflation/CivilrightsEducationEnvironmentHealthandsocialsecurity24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BlaBlaCaruserstendtohavemoreleftleaningpoliticalviewsthanotherridesharingusersConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers38%18%32%12%Categoryusers33%26%30%11%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints75%X(Twitter)ismorepopularamongBlaBlaCarusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand90%90%86%71%69%77%69%61%51%45%46%37%29%18%31%35%20%23%23%19%18%12%5%18%14%8%15%5%2%27Notes:Sources:FacebookInstagramYouTubeTikTokX(Twitter)LinkedInRedditTwitchClubhouseBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=39BlaBlaCarusers,n=159ridesharingusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024BlaBlaCaruserstendtoreaddailynewspapersmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks89%89%87%77%77%64%73%68%63%65%58%41%63%56%35%55%45%31%52%55%48%49%44%25%48%43%29%35%24%15%35%28%18%TVDigitalvideocontentRadioDigitalmusiccontentMovies/cinemaDailynewspapersOnlinenewswebsitesPodcastsMagazinesWeeklynewspapersOnlinemagazines28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024BlaBlaCarusersrememberseeingadsinonlinestoresmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBlaBlaCarusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks52%51%40%48%45%39%46%36%26%43%38%23%36%37%34%33%31%18%32%26%18%32%37%29%29%26%16%22%16%9%VideoportalsSearchenginesOnlinestoresWebsitesandappsSocialmediaVideogamesEditorialwebsitesVideostreamingservicesMusicportalsBlogs/forums29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024BlaBlaCarusersrememberadstheysawinprinteddailynewspapersmoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks66%67%65%43%45%33%41%39%29%39%35%26%38%36%30%36%32%33%28%33%33%19%19%20%OnTVOnadvertisingBymailshot/DirectlyinOntheInprintedInprintedAtthemoviesspacesadvertisingthestoreradiomagazinesdaily/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=92BlaBlaCarusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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