机构研究报告-意大利线上机票预订用户分析报告：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&BRANDSOnlineflightbooking:ExpediausersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofExpediausersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkExpediausersinItaly(’’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•KeyinsightsThemarketshareofExpediahasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofflightticketbookersusingExpedia15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65-93Expediausers,n=449-721flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024ExpediausersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsExpediaismorepopularamongGenerationXthanotheronlineflightportals.ThereisafairlyevensplitofmaleandfemaleExpediausers.ExpediahasalargershareofuserswithahighincomethanotheronlineflightLearningnewthingsismoreimportanttoExpediausersthantootherflightticketbookers.ScienceandtechnologyarerelativelyprevalentinterestsofExpediausers.GardeningandplantsarerelativelypopularhobbiesamongExpediausers.Itstandsoutthat37%ofExpediauserssaythatwhenitcomestotraveling,sustainabilityisimportanttothem.31%ofExpediausersareinnovatorsorearlyadoptersofnewproducts.UnemploymentisofparticularconcerntoExpediausers.LinkedInismorepopularamongExpediausersthantheaverageflightticketbooker.Expediausersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherflightticketbookers.portals.Expediausersaremorelikelytoliveinlargecitiesthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ExpediaismorepopularamongGenerationXthanotheronlineflightportalsDemographicprofile:generationsAgeofconsumersinItalyBrandusers9%37%48%6%Categoryusers23%34%35%8%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleExpediausersDemographicprofile:genderGenderofconsumersinItalyBrandusers52%48%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202457%ofExpediausershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly32%26%28%29%27%20%18%21%16%18%13%3%2%5%5%7%9%9%6%2%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ExpediahasalargershareofuserswithahighincomethanotheronlineflightportalsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers54%32%14%Categoryusers48%27%24%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,ExpediausersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive51%34%33%23%23%21%22%23%11%10%13%SinglehouseholdCouple6%4%3%SingleparentPartners2%1%Multi-2%6%Twoormore5%5%Other3%householdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ExpediausersaremorelikelytoliveinlargecitiesthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly30%32%29%26%22%24%23%25%21%13Notes:Sources:15%15%11%11%8%6%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20248%ofExpediausersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers8%86%6%Categoryusers9%86%5%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoExpediausersthantootherflightticketbookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly60%60%60%57%54%48%45%32%31%34%31%36%31%28%31%28%28%27%20%22%22%18%18%17%12%12%14%9%8%9%AnhonestandrespectablelifeAhappyrelationshipLearningnewthingsSafetyandsecurityMakingmyowndecisionsSocialjusticeHavingagoodtimeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofExpediausersConsumerlifestyle:maininterestsTop10interestsofExpediausersinItaly74%73%62%55%55%46%40%54%48%42%52%55%49%51%56%51%49%43%43%39%32%37%29%22%35%31%26%35%41%34%TravelScience&technologySportsMovies,TVshowsFood&diningHealth&fitnessArts&literatureVehicles&mobilityFinance&economyPolitics&societyandcurrent&musicBrandusersCategoryusersAllrespondentsworldevents17Notes:Sources:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024GardeningandplantsarerelativelypopularhobbiesamongExpediausersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofExpediausersinItaly65%64%46%46%41%35%45%35%32%43%31%28%43%40%35%40%39%35%40%46%43%40%37%31%32%32%33%27%20%22%TravelingOutdooractivitiesPetsShoppingDoingsportsandfitnessCooking/bakingReadingTech/computersGardeningandplantsSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersaremorelikelytoplaytennisthanotherflightticketbookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofExpediausersinItaly28%24%19%23%13%8%22%14%11%20%21%15%14%5%4%12%12%10%12%17%13%9%11%8%9%12%9%6%6%5%Running/joggingTennisCyclingFitness,aerobics,cardioDancingHikingSoccerSwimming/DivingYoga/pilatesBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=40Expediausers,n=696flightticketbookers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersaremorelikelytofollowbasketballthanotherflightticketbookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyExpediausersinItaly43%39%34%31%23%19%25%15%11%23%16%12%22%13%10%17%15%12%15%11%10%8%12%8%6%5%5%6%5%3%20Notes:Sources:SoccerTennisBasketballMotorsportsAthleticsVolleyballCyclingSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=35Expediausers,n=696flightticketbookers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024GymnasticsMixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat37%ofExpediauserssaythatwhenitcomestotraveling,sustainabilityisimportanttothemConsumerattitudes:travelAgreementwithstatementstowardstravelinItaly66%58%49%54%46%46%39%40%56%48%37%WhenI’monvacation,Iusemysmartphoneasaguide30%WhenI’mtraveling,Ibookaccommodations,carrentals,etc.29%IwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,Ialwayslookforthecheapestoffer26%21%Whenitcomestotraveling,sustainabilityisimportanttome22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=2,034allrespondentsSources:ConsumerInsightsGlobalasofAugust202431%ofExpediausersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly49%51%51%29%14%12%9%16%18%11%17%19%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024UnemploymentisofparticularconcerntoExpediausersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoExpediausers62%60%53%48%51%46%48%56%50%45%57%54%46%42%43%42%43%39%38%35%38%35%47%44%34%45%39%32%45%41%UnemploymentHealthandsocialsecurityRisingprices/inflation/EconomicsituationCrimeEnvironmentImmigrationPovertyEducationClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,ExpediauserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers35%23%32%9%Categoryusers33%26%27%15%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints40%7%7%LinkedInismorepopularamongExpediausersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand83%78%80%76%69%71%70%61%60%50%37%40%29%20%20%22%19%21%17%18%13%11%8%10%10%5%5%27Notes:Sources:InstagramFacebookYouTubeTikTokLinkedInX(Twitter)TwitchBeReal.RedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=30Expediausers,n=327flightticketbookers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202433%14%ExpediauserstendtoreadmagazinesmoreoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks86%90%87%86%74%64%69%69%63%63%59%48%62%46%35%54%29%29%51%53%41%51%31%40%32%25%31%24%18%23%15%TVDigitalvideocontentRadioOnlinenewswebsitesMovies/cinemaMagazinesDigitalmusiccontentDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereExpediausersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks57%49%40%52%47%39%45%43%39%40%43%32%23%29%34%34%31%26%31%21%18%29%24%16%28%17%14%23%23%18%VideoportalsSearchenginesWebsitesandappsofbrandsVideostreamingservicesSocialmediaOnlinestoresVideogamesMusicportalsNewslettersEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ExpediausersrememberadstheysawinprinteddailynewspapersmoreoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks72%69%65%40%21%19%40%43%33%38%21%19%35%36%29%34%34%30%31%32%26%28%27%20%OnTVInprinteddailyOnadvertisingspacesInprintedmagazinesBymailshot/advertisingOntheradioDirectlyinthestoreAtthemovies/cinemanewspapersonthegoandjournalsmail30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=65Expediausers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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