机构研究报告-意大利拼车软件用户分析报告：FREE NOW

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:FREENOWusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofFREENOWusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkFREENOWusersinItaly(’’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•KeyinsightsThemarketshareofFREENOWhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofridesharingusersusingFREENOW21%21%21%21%20%20%20%20%20%20%20%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%19%19%19%18%18%18%18%18%18%18%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%19%19%19%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%19%19%19%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%19%19%19%15%15%15%15%15%15%15%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%19%19%19%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%20%20%18%18%18%17%19%19%19%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=31-68FREENOWusers,n=205-326ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024FREENOWusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsFREENOWismorepopularamongMillennialsthanotherridesharingservices.FREENOWismorepopularamongmaleridesharingusersthanfemaleridesharingusers.FREENOWhasalargershareofuserswithamediumhouseholdincomethanHavingagoodtimeismoreimportanttoFREENOWusersthantootherridesharingusers.FinanceandeconomyarerelativelyprevalentinterestsofFREENOWusers.SportsandfitnessarerelativelypopularhobbiesamongFREENOWusers.Itstandsoutthat49%ofFREENOWuserssaythattherearenotenoughparkingspaceswheretheylive.22%ofFREENOWusersareinthelatemajorityofinnovationadoptertypes.ArelativelyhighshareofFREENOWusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.TikTokismorepopularamongFREENOWusersthantheaverageridesharinguser.FREENOWusersrememberseeingadsinnewslettersmoreoftenthanotherridesharingusers.otherridesharingservices.FREENOWusersaremorelikelytoliveincitieswithover1millioninhabitantsthanridesharingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+FREENOWismorepopularamongMillennialsthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersinItalyBrandusers28%49%21%3%Categoryusers28%38%29%6%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWismorepopularamongmaleridesharingusersthanfemaleridesharingusersDemographicprofile:genderGenderofconsumersinItalyBrandusers59%41%Categoryusers50%50%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFREENOWusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly34%25%26%29%28%25%27%20%16%18%9%10%1%2%5%1%4%3%6%6%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWhasalargershareofuserswithamediumhouseholdincomethanotherridesharingservicesDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers50%34%16%Categoryusers51%24%25%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,FREENOWusersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive35%37%33%26%19%21%22%23%23%13%4%8%7%6%6%1%3%2%3%5%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FREENOWusersaremorelikelytoliveincitieswithover1millioninhabitantsthanridesharingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%32%30%34%27%24%19%21%19%15%9%11%12%11%13Notes:Sources:4%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202413%ofFREENOWusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers13%84%3%Categoryusers10%84%6%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeismoreimportanttoFREENOWusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly60%53%52%50%54%44%32%27%40%30%31%31%33%36%31%28%34%31%24%21%17%21%17%14%17%18%22%12%14%9%AnhonestandrespectablelifeHavingagoodtimeAhappyrelationshipLearningnewthingsSafetyandsecurityMakingmyowndecisionsTobesuccessfulTraditionsSocialjusticeAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofFREENOWusersConsumerlifestyle:maininterestsTop10interestsofFREENOWusersinItaly60%65%55%52%56%50%49%45%43%49%47%42%46%44%40%43%39%31%41%33%26%40%36%32%40%48%49%34%38%34%TravelFood&diningHealth&fitnessSportsScience&technologyFashion&beautyFinance&economyArts&literatureMovies,TVshowsPolitics&societyandcurrent&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongFREENOWusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofFREENOWusersinItaly56%58%46%47%39%35%47%43%43%41%37%35%38%35%35%31%31%35%31%32%26%29%29%19%31%26%27%25%22%17%TravelingDoingsportsandfitnessReadingOutdooractivitiesTech/computersCooking/bakingVideogamingPhotographySocializingBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersaremorelikelytoplaysoccerthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofFREENOWusersinItaly28%25%22%22%19%19%19%15%16%13%13%8%12%10%8%12%11%9%13%10%11%10%7%9%11%10%7%7%4%5%SoccerFitness,aerobics,cardioRunning/joggingTennisSwimming/DivingYoga/pilatesCyclingDancingHikingBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=43FREENOWusers,n=326ridesharingusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersaremorelikelytofollowboxingthantheaverageconsumerConsumerlifestyle:sportsfollowedTop10sportsfollowedbyFREENOWusersinItaly37%37%34%22%24%19%15%17%12%15%12%8%12%10%4%10%13%10%10%15%11%10%8%5%10%6%3%9%14%10%SoccerTennisMotorsportsSwimming/divingBoxingAthletics(track&field)BasketballGymnasticsMixedMartialArtsCycling20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=33FREENOWusers,n=326ridesharingusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat49%ofFREENOWuserssaythattherearenotenoughparkingspaceswheretheyliveConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityinItaly59%60%60%49%38%40%37%30%26%25%26%19%22%19%8%OwningacarisimportanttomeTherearenotenoughparkingThepublictransportationsystemIspendtoomuchtimecommutingIcanimagineusingaself-drivingtaxi22Notes:spaceswhereIliveinmyareaisgoodBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=2,034allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofFREENOWusersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly51%47%41%26%22%22%18%19%12%14%9%14%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFREENOWusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoFREENOWusers51%53%54%47%41%46%47%47%50%51%53%47%41%46%39%41%40%41%37%44%44%35%46%43%34%40%39%32%28%24%EconomicsituationHealthandsocialsecurityRisingprices/inflation/UnemploymentEducationClimatechangePovertyCrimeEnvironmentGovernmentdebt24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FREENOWuserstendtohavemoreleftleaningpoliticalviewsthanotherridesharingusersConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers38%31%26%4%Categoryusers33%26%30%11%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsTikTokismorepopularamongFREENOWusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand82%86%69%76%69%75%71%71%71%61%45%37%38%29%18%32%35%20%26%14%8%24%13%6%21%23%19%18%12%5%27Notes:Sources:InstagramYouTubeFacebookTikTokX(Twitter)LinkedInTwitchSnapchatRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=34FREENOWusers,n=159ridesharingusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202455%FREENOWuserstendtolistentodigitalmusiccontentmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks90%89%87%78%77%64%72%58%41%68%68%63%65%48%59%56%35%50%44%25%49%43%29%47%45%31%32%28%18%29%24%15%TVDigitalvideocontentDigitalmusiccontentRadioOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersrememberseeingadsinnewslettersmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereFREENOWusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks59%45%39%47%51%40%43%37%34%43%38%23%40%31%18%35%20%14%31%37%29%29%36%26%28%26%18%28%26%16%SearchenginesVideoportalsSocialmediaWebsitesandappsVideogamesNewslettersVideostreamingservicesOnlinestoresEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesharingusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FREENOWusersrememberadstheysawonTVlessoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks67%65%56%46%45%33%43%39%29%38%35%26%38%33%35%32%32%28%28%36%30%20%19%19%OnTVOnadvertisingBymailshot/DirectlyinAtthemoviesInprintedInprintedOnthespacesadvertisingthestore/cinemamagazinesdailyradio30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=68FREENOWusers,n=326ridesh