机构研究报告-德国共享汽车用户分析报告：snappcar -外文培训课件

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，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&BRANDSCar

sharing:

SnappCar

users

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSnappCarusers

in

Germany:

whotheyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

SnappCar

users

inGermany

(’’brandusers’’)

againstGerman

carsharingusers

ingeneral(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSnappCar

ranks

outside

the

top

10

of

most

used

car

sharing

services

inGermanyManagement

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinGermanyMILESSHARE

NOWSixtShare29%28%27%Flinkster20%App2drive17%cambiocarsharingHertz

24/716%16%stadtmobil14%14%Ford

CarsharingWeShare14%4Notes:Sources:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=569

carsharing

usersConsumer

Insights

Global

as

of

October

2024The

market

share

of

SnappCar

has

stayed

fairly

similar

comparedto

2022

Q1Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

SnappCar15%15%15%13%13%13%13%12%12%12%12%2022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=34-

75

SnappCar

users,n=275

-

569

carsharing

usersConsumer

Insights

Global

as

of

October

2024Sources:SnappCar

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSnappCar

is

more

popularamongMillennials

thanother

carsharingservices.Career

advancement

is

more

importanttoSnappCar

users

than

to

other

carsharingusers.Itstands

out

that37%

ofSnappCarusers

canimagineusingaself-drivingtaxi.LinkedInismore

popularamongSnappCar

users

thantheaverage

carsharinguser.SnappCar

is

more

popularamongfemale

carsharingusers

thanmale

carsharingusers.Vehicles

andmobility

arerelativelyprevalent

interests

of

SnappCar

users.46%

ofSnappCarusers

areinnovatorsor

early

adopters

ofnew

products.SnappCar

users

remember

seeing

adson

blogs

and

forums

more

often

thanother

carsharingusers.Photography

isarelatively

popularhobbyamong

SnappCarusers.Arelatively

highshare

ofSnappCarusers

think

thatunifyingthe

country

isanissuethatneeds

tobeaddressed.SnappCar

hasalarger

share

ofuserswith

ahigh

income

than

other

carsharingservices.SnappCar

users

are

more

likely

to

live

incitieswith

over

1million

inhabitantsthan

carsharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+SnappCar

ismore

popular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users24%69%6%

1%Category

usersAllrespondents28%53%18%2%21%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024SnappCar

ismore

popular

among

female

car

sharing

users

than

male

carsharing

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users40%60%Category

usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

SnappCar

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany43%30%29%25%20%19%17%17%16%16%13%13%10%7%6%6%3%2%1%1%2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SnappCar

has

a

larger

share

of

users

with

a

high

income

than

other

car

sharingservicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users64%21%15%Category

usersAllrespondents51%27%22%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

car

sharing

users,

SnappCar

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live54%38%28%24%24%21%17%16%13%11%9%7%

7%

7%6%4%3%2%

2%Multi-generationalfamily1%Singlehousehold1%CouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=67SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SnappCar

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

car

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany46%32%30%28%24%24%22%22%18%17%13%12%5%4%3%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=67

SnappCar

users,n=569

carsharing

users,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202418%

of

SnappCar

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users18%81%1%Category

usersAllrespondents12%83%5%7%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

more

important

to

SnappCar

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%47%43%42%41%38%36%36%35%34%34%33%33%32%30%30%30%29%28%21%29%26%25%21%21%19%16%14%12%11%Safety

andsecurityTobesuccessfulAhappyrelationshipLearningnew

thingsHavingagood

timeAdvancingmy

careerAnhonest

andrespectable

lifeSocial

justiceTraditionsMaking

myown

decisionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=67SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

SnappCar

usersConsumer

lifestyle:

main

interestsTop10

interestsofSnappCar

usersinGermany45%47%46%49%49%49%49%48%48%48%45%43%40%43%43%42%42%40%39%34%34%33%33%30%30%28%26%26%24%24%Movies,TVshows&musicVehicles

&mobilityHealth

&fitnessTravelFood

&diningScience

&technologySportsFamily

&parentingFashion&beautyFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Photography

is

a

relatively

popular

hobby

amongSnappCar

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSnappCar

usersinGermany49%47%43%46%46%45%38%45%44%36%43%43%42%

42%33%40%39%39%35%35%34%33%30%28%27%22%22%18%17%15%PetsOutdooractivitiesTravelingPhotographySocializingTech

/computersDoing

sportsandfitnessShoppingCars/vehiclesMeditation/wellnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024SnappCar

users

are

more

likely

to

play

basketball

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSnappCar

usersinGermany37%36%34%31%31%28%28%27%27%26%22%21%21%19%19%

19%13%18%15%15%15%14%13%12%10%9%8%6%6%4%Running/joggingFitness,aerobics,

cardioSoccerBasketballSwimming/DivingTennisBadmintonDancingYoga

/pilatesCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=39

SnappCar

users,n=569

carsharing

users,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024SnappCar

users

are

more

likely

to

follow

cycling

than

other

car

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySnappCar

usersinGermany29%28%27%26%25%22%19%16%15%14%13%13%13%12%11%11%9%9%9%8%8%7%7%7%7%7%5%5%4%3%SoccerBasketballAmericanfootballCyclingAthletics(track&field)TennisMotorsportsBoxingMixedMartial

ArtsSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=29

SnappCar

users,n=569

carsharingusers,n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

37%

of

SnappCar

users

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany45%43%42%39%37%36%33%31%27%26%25%24%24%24%18%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicIcanimagineusingaself-driving

taxiDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=5,985

all

respondentsConsumer

Insights

Global

as

of

October

202446%

of

SnappCar

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany47%43%37%36%31%20%17%13%18%12%9%9%3%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityLaggardsAllrespondents23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

SnappCar

users

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

SnappCar

users42%38%37%37%34%33%36%35%34%34%33%

33%33%33%33%30%31%31%30%28%30%29%28%28%27%26%21%17%16%14%ClimatechangeEconomicsituationCrimeEducationHealth

andsocial

securityReligiousconflictsEnvironmentHousingUnifyingthecountryUnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

car

sharing

users,

SnappCar

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users10%36%45%9%Category

usersAllrespondents23%35%30%11%19%41%20%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharing

users,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

SnappCar

users

than

the

average

car

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand77%62%77%70%62%62%53%63%58%57%54%53%45%42%33%42%33%40%34%19%7%32%32%28%22%19%19%10%15%12%Facebook

InstagramTikTokLinkedInYouTubeSnapchat

X(Twitter)AllrespondentsRedditTwitchBrand

usersCategory

users27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

SnappCar

users,n=430

carsharing

users,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024SnappCar

users

tend

toread

daily

newspapers

more

often

than

car

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks76%73%70%77%75%66%67%64%

60%

64%

64%60%57%56%56%54%52%49%47%46%38%46%45%34%44%33%36%23%31%28%27%25%17%DigitalvideocontentTVMovies

/cinemaRadioPodcastsDailynewspapersMagazinesDigitalmusic

Onlinenewscontent

websitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=47

SnappCar

users,n=569

carsharing

users,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024SnappCar

users

remember

seeing

adson

blogs

and

forums

more

often

thanother

car

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSnappCar

usersinGermany

havecome

across

digital

advertisinginthepast4weeks54%52%51%49%42%48%46%42%44%38%43%42%40%39%39%

39%30%37%37%37%34%31%29%24%24%24%21%17%14%10%OnlinestoresVideo

portalsVideo

gamesSocial

mediaPodcastsSearch

enginesBlogs/forumsVideo

streamingservicesEditorialwebsitesandappsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=67

SnappCar

users,n=569

carsharingusers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SnappCar

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

car

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks49%46%38%46%41%42%40%33%40%40%39%38%38%37%36%36%33%33%26%31%30%23%23%14%Atthemovies/cinemaOntheradioOnTVOnadvertising

By

mailshot

/Directly

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Notes:Sources:’’Wherehave

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the

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Multi

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the

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12

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all

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Insights

Global

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of

October

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