机构研究报告-意大利线上机票预订用户分析报告：eDreams

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&BRANDSOnlineflightbooking:eDreamsusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofeDreamsusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkeDreamsusersinItaly(’’brandusers’’)againstItalianflightticketbookersingeneral(’’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•KeyinsightsThemarketshareofeDreamshasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofflightticketbookersusingeDreams17%17%17%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%15%15%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%13%12%12%16%16%16%16%16%16%16%16%16%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=59-122eDreamsusers,n=449-721flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024eDreamsusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointseDreamsismorepopularamongGenerationZthanotheronlineflightportals.53%ofeDreamsusersarefemale.eDreamshasalargershareofuserswithalowincomethanotheronlineflightportals.eDreamsusersaremorelikelytoliveinSocialjusticeismoreimportanttoeDreamsusersthantootherflightticketbookers.ArtsandliteraturearerelativelyprevalentinterestsofeDreamsusers.VideogamingisarelativelypopularhobbyamongeDreamsusers.Itstandsoutthat33%ofeDreamsuserssaythatwhenitcomestotraveling,sustainabilityisimportanttothem.25%ofeDreamsusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofeDreamsusersthinkthatcrimeisanissuethatneedstobeaddressed.TikTokismorepopularamongeDreamsusersthantheaverageflightticketbooker.eDreamsusersrememberseeingadsinonlinestoresmoreoftenthanotherflightticketbookers.citieswithover1millioninhabitantsthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+eDreamsismorepopularamongGenerationZthanotheronlineflightportalsDemographicprofile:generationsAgeofconsumersinItalyBrandusers28%37%29%5%Categoryusers23%34%35%8%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202453%ofeDreamsusersarefemaleDemographicprofile:genderGenderofconsumersinItalyBrandusers47%53%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202452%ofeDreamsusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly23%28%29%20%24%21%16%25%27%18%2%2%5%11%7%9%12%13%3%2%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024eDreamshasalargershareofuserswithalowincomethanotheronlineflightportalsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers47%19%34%Categoryusers48%27%24%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202436%ofeDreamsusersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive36%34%33%23%21%24%22%23%18%12%10%13%5%4%6%2%1%2%4%5%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytoliveincitieswithover1millioninhabitantsthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly30%30%32%24%22%24%21%25%21%13Notes:Sources:17%15%11%11%8%8%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202410%ofeDreamsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers10%82%8%Categoryusers9%86%5%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSocialjusticeismoreimportanttoeDreamsusersthantootherflightticketbookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly60%55%60%51%57%54%37%34%36%30%28%27%31%29%31%32%31%26%26%20%22%21%18%17%12%13%14%11%8%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityHavingagoodtimeMakingmyowndecisionsLearningnewthingsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofeDreamsusersConsumerlifestyle:maininterestsTop10interestsofeDreamsusersinItaly75%73%55%62%62%56%59%55%49%53%49%43%52%48%42%44%39%32%43%46%40%37%34%31%35%41%34%35%34%31%TravelFood&diningMovies,TVshowsHealth&fitnessSportsArts&literatureScience&technologyFashion&beautyPolitics&societyandcurrentHistory&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongeDreamsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofeDreamsusersinItaly64%59%46%45%41%35%44%39%35%44%40%35%46%43%43%39%37%31%39%31%26%37%35%32%35%31%28%33%33%27%TravelingOutdooractivitiesCooking/bakingDoingsportsandfitnessReadingTech/computersVideogamingPetsShoppingSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytogocyclingthanotherflightticketbookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofeDreamsusersinItaly28%24%23%22%21%22%19%14%11%15%17%13%17%12%10%15%12%9%15%13%8%13%11%8%10%7%5%8%6%5%Running/joggingCyclingFitness,aerobics,cardioSoccerHikingYoga/pilatesTennisSwimming/DivingVolleyball/BeachVolleyballBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=68eDreamsusers,n=696flightticketbookers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersaremorelikelytofollowsoccerthantheaverageconsumerConsumerlifestyle:sportsfollowedTop10sportsfollowedbyeDreamsusersinItaly41%39%34%23%23%19%15%13%10%15%15%11%15%11%10%14%12%8%13%15%12%12%16%12%7%5%3%7%6%4%SoccerTennisAthletics(track&field)BasketballCyclingSwimming/divingVolleyballMotorsportsMixedMartialArtsWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=57eDreamsusers,n=696flightticketbookers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat33%ofeDreamsuserssaythatwhenitcomestotraveling,sustainabilityisimportanttothemConsumerattitudes:travelAgreementwithstatementstowardstravelinItaly71%66%49%56%56%48%51%46%30%42%39%29%33%26%21%WhenI’monvacation,IusemysmartphoneasaguideWhenitcomestotraveling,IalwayslookforthecheapestofferWhenI’mtraveling,Ibookaccommodations,carrentals,etc.IwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,sustainabilityisimportanttome22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=2,034allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofeDreamsusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly51%51%45%24%14%12%14%16%18%16%17%19%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofeDreamsusersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoeDreamsusers63%60%53%55%46%43%55%57%54%54%51%46%51%47%44%51%56%50%50%45%39%45%45%41%45%43%39%37%32%28%UnemploymentCrimeEconomicsituationHealthandsocialsecurityPovertyRisingprices/inflation/EducationClimatechangeEnvironmentCivilrights24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyeDreamsusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers29%32%23%16%Categoryusers33%26%27%15%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints40%TikTokismorepopularamongeDreamsusersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand80%78%69%80%70%76%76%71%61%54%37%30%29%20%24%21%18%22%22%19%17%17%17%11%7%5%8%6%8%27Notes:Sources:InstagramYouTubeFacebookTikTokLinkedInX(Twitter)BeReal.SnapchatTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=54eDreamsusers,n=327flightticketbookers,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsuserstendtogotothemoviesmoreoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks89%90%87%83%74%75%69%64%63%62%59%48%59%46%35%55%53%41%38%32%25%36%33%31%36%29%29%25%24%18%21%14%15%TVDigitalvideocontentRadioOnlinenewswebsitesMovies/cinemaDigitalmusiccontentPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersrememberseeingadsinonlinestoresmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereeDreamsusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks58%49%40%50%47%39%45%43%43%43%39%40%34%31%26%29%32%23%30%23%30%24%26%21%18%16%18%18%12%10%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreamingservicesWebsitesandappsEditorialwebsitesMusicportalsVideogamesPodcasts29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024eDreamsusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks72%69%65%45%34%30%40%43%33%39%27%20%38%36%29%38%32%26%29%21%19%28%21%19%OnTVOntheOnadvertisingAtthemoviesBymailshot/DirectlyinInprintedInprintedradiospaces/cinemaadvertisingthestoremagazinesdailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=110eDreamsusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

Identifyandunderstandyourcoreaudiences•

TrackbrandKPIs+•