机构研究报告-意大利线上机票预订用户分析报告：Skyscanner

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:SkyscannerusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSkyscannerusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSkyscannerusersinItaly(’’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•KeyinsightsThemarketshareofSkyscannerhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofflightticketbookersusingSkyscanner22%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%21%20%20%20%21%20%20%20%21%20%20%20%21%20%20%20%21%20%20%20%21%20%20%20%21%20%20%20%21%20%20%20%21%20%20%20%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=87-157Skyscannerusers,n=449-721flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024SkyscannerusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSkyscannerismorepopularamongGenerationZthanotheronlineflightportals.53%ofSkyscannerusersaremale.Comparedtotheaverageconsumer,Skyscannerusersaremorelikelytohaveahighincome.SkyscannerusersaremorelikelytoliveMakingtheirowndecisionsislessimportanttoSkyscannerusersthantootherflightticketbookers.FinanceandeconomyarerelativelyprevalentinterestsofSkyscannerusers.TravelingisarelativelypopularhobbyamongSkyscannerusers.Itstandsoutthat47%ofSkyscanneruserswanttoexperiencesomethinguniqueduringtheirtravels.19%ofSkyscannerusersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofSkyscannerusersthinkthatimmigrationisanissuethatneedstobeaddressed.ismorepopularamongSkyscannerusersthantheaverageflightticketbooker.Skyscannerusersrememberseeingadsonvideostreamingservicesmoreoftenthanotherflightticketbookers.incitieswithover1millioninhabitantsthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SkyscannerismorepopularamongGenerationZthanotheronlineflightportalsDemographicprofile:generationsAgeofconsumersinItalyBrandusers32%31%30%7%Categoryusers23%34%35%8%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202453%ofSkyscannerusersaremaleDemographicprofile:genderGenderofconsumersinItalyBrandusers53%47%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSkyscannerusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly26%28%29%28%30%27%20%21%16%18%13%0%2%5%5%7%9%9%2%2%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,SkyscannerusersaremorelikelytohaveahighincomeDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers52%25%24%Categoryusers48%27%24%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ThelivingarrangementsofSkyscannerusersandflightticketbookersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive33%34%33%21%23%21%23%22%23%9%10%13%6%4%6%2%1%2%6%5%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Skyscannerusersaremorelikelytoliveincitieswithover1millioninhabitantsthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly35%30%32%22%24%22%25%21%13Notes:Sources:18%18%15%11%11%8%7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202413%ofSkyscannerusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers13%84%3%Categoryusers9%86%5%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsislessimportanttoSkyscannerusersthantootherflightticketbookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly62%57%54%60%57%60%34%28%27%34%33%36%32%27%31%24%18%17%24%31%31%20%14%22%13%8%9%12%11%14%AhappyrelationshipAnhonestandrespectablelifeHavingagoodtimeSafetyandsecurityLearningnewthingsTobesuccessfulMakingmyowndecisionsSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofSkyscannerusersConsumerlifestyle:maininterestsTop10interestsofSkyscannerusersinItaly82%73%55%60%62%56%55%55%49%52%49%43%48%48%42%48%46%40%42%39%32%40%31%26%40%34%31%40%41%34%TravelFood&diningMovies,TVshowsHealth&fitnessSportsScience&technologyArts&literatureFinance&economyHistoryPolitics&societyandcurrent&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongSkyscannerusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSkyscannerusersinItaly76%64%46%45%46%43%43%41%35%43%40%35%38%37%31%35%35%32%34%33%27%31%39%35%31%31%28%28%31%26%TravelingReadingOutdooractivitiesDoingsportsandfitnessTech/computersPetsSocializingCooking/bakingShoppingVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSkyscannerusersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSkyscannerusersinItaly26%24%19%22%17%13%21%21%15%17%14%11%13%12%10%13%12%9%13%13%8%11%11%8%9%7%7%5%5%4%Running/joggingSoccerFitness,aerobics,cardioCyclingHikingYoga/pilatesTennisSwimming/DivingVolleyball/BeachVolleyballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=87Skyscannerusers,n=696flightticketbookers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024Skyscannerusersfollowsimilarsportsleagues,teams,andcompetitionsasusersofotheronlineflightportalsConsumerlifestyle:sportsfollowedTop10sportsfollowedbySkyscannerusersinItaly38%39%34%23%23%19%17%15%12%14%15%11%13%16%12%11%11%10%11%12%8%9%13%10%7%5%3%7%6%4%20Notes:Sources:SoccerTennisVolleyballBasketballMotorsportsCyclingSwimmingAthletics/diving(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=68Skyscannerusers,n=696flightticketbookers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024MixedMartialArtsWintersportsCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat47%ofSkyscanneruserswanttoexperiencesomethinguniqueduringtheirtravelsConsumerattitudes:travelAgreementwithstatementstowardstravelinItaly67%66%49%60%56%48%50%46%47%39%30%29%24%26%21%WhenI’monvacation,IusemysmartphoneasaguideWhenitcomestotraveling,IalwayslookforthecheapestofferWhenI’mtraveling,Ibookaccommodations,carrentals,etc.IwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,sustainabilityisimportanttome22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=2,034allrespondentsSources:ConsumerInsightsGlobalasofAugust202419%ofSkyscannerusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly51%51%46%19%14%12%18%16%18%16%17%19%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSkyscannerusersthinkthatimmigrationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoSkyscannerusers62%60%53%60%57%54%56%56%50%50%46%43%50%51%46%48%43%39%48%47%44%47%45%39%43%38%38%43%45%41%UnemploymentEconomicRisingpricesCrimeHealthandEnvironmentPovertyEducationImmigrationClimatechangesituation/inflation/costoflivingsocialsecurityBrandusersCategoryusersAllrespondents24Notes:’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofSkyscannerusershavemoreleftleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers30%30%27%13%Categoryusers33%26%27%15%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsbookerismorepopularamongSkyscannerusersthantheaverageflightticketMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand76%76%71%74%78%69%72%70%61%42%40%37%35%29%20%30%22%19%26%21%18%14%11%8%11%8%6%8%7%5%27Notes:Sources:FacebookInstagramYouTubeTikTokLinkedInX(Twitter)TwitchSnapchatBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=74Skyscannerusers,n=327flightticketbookers,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024SkyscanneruserstendtolistentodigitalmusiccontentmoreoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks88%90%87%80%74%64%70%69%63%63%53%41%60%59%48%54%46%35%40%32%25%35%33%31%30%29%29%28%24%18%14%14%15%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SkyscannerusersrememberseeingadsonvideostreamingservicesmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSkyscannerusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks57%49%40%51%47%39%49%39%29%45%43%34%37%32%23%35%31%26%31%24%16%28%21%18%26%23%18%18%17%14%VideoportalsSearchenginesVideostreamingservicesSocialmediaWebsitesandappsOnlinestoresMusicportalsVideogamesEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SkyscannerusersrememberadvertisingtheyheardontheradiomoreoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks70%69%65%47%43%33%43%34%30%38%36%29%35%32%26%35%27%20%27%21%19%22%21%19%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingDirectlyinthestoreAtthemovies/cinemaInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=141Skyscannerusers,n=696flightticketbookers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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