荷蘭租車服務網站auto europe用戶市場調研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMERS&BRANDSCar

rental:

Auto

Europecustomers

in

the

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAuto

Europe

customers

intheNetherlands:

who

theyare;

whatthey

like;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

toNumberofrespondents:benchmark

Auto

Europecustomers

intheNetherlands(’’brandusers’’)

againstDutch

carrental

bookers

ingeneral

(’’category

users’’),

and

theoverall

Dutchonliner,

labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

the

extended

survey(including

theNetherlands)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsAuto

Europe

ranks

fourth

among

car

rental

providers

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinthe

NetherlandsAutoRentAvis20%19%18%EuropcarAutoEuropeBudget16%15%Sixt13%13%12%11%sunnycarseasycarHertzCarDelMar9%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=319,

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:Auto

Europe

customers

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAutoEurope

ismore

popularamongBaby

Boomers

than

other

carrentalproviders.Success

and

career

advancement

arerelatively

important

to

Auto

Europecustomers.Itstands

out

that29%

ofAuto

Europecustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.AutoEurope

customers

access

theinternet

viaasmartphone

lessoftenthan

theaverage

carrental

booker.Compared

toothercarrental

providers,

AutoEurope

customers

aremore

likelyAutoEurope

customers

tendtosendprivatemessages

less

often

than

othercarrental

bookers.AutoEurope

hasarelatively

highshareof

female

customers.tobeinterested

inscience

andtechnology

thantheaverage

onliner.25%

ofAuto

Europe

customers

areinnovators

or

early

adopters

ofnewproducts.Compared

totheaverage

onliner,

AutoEurope

customers

aremore

likely

tohaveahighincome.DIYandarts&craftsare

relativelypopularhobbiesamong

Auto

Europecustomers.AutoEurope

customers

rememberseeing

adson

social

media

less

oftenthan

other

carrental

bookers.Arelatively

highshare

ofAuto

Europecustomers

thinkthatgovernment

debtisanissuethatneedstobeaddressed.AutoEurope

customers

aremore

likelytoliveinlargecities

than

carrentalbookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Auto

Europe

is

more

popular

among

Baby

Boomers

than

other

car

rentalprovidersDemographic

profile:

generationsAge

of

consumersintheNetherlandsBrand

users24%24%35%35%24%18%Category

usersAllrespondents32%10%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=51,

Auto

Europe

customers,n=319,

carrentalbookers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

providers,

Auto

Europe

has

a

relatively

high

shareof

female

customersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users49%51%Category

usersAllrespondents55%45%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Auto

Europe

customers,n=319,

carrentalbookers,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202359%

of

Auto

Europe

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands36%35%34%26%20%20%18%17%16%14%

13%12%6%5%4%4%4%3%3%2%2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Auto

Europe

customers,n=319,

carrentalbookers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

the

average

onliner,

Auto

Europe

customers

are

more

likely

tohave

a

high

incomeDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users46%32%22%Category

usersAllrespondents44%32%24%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=51,

Auto

Europe

customers,n=319,

carrentalbookers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

bookers,

Auto

Europe

customers

are

relativelylikely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheNetherlandslive32%31%30%29%27%24%20%16%14%12%12%12%10%9%7%5%4%3%3%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Auto

Europecustomers,

n=319,

carrentalbookers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Auto

Europe

customers

are

more

likely

to

live

in

large

cities

than

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands49%41%34%33%33%32%23%19%14%12%5%4%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=51,

Auto

Europe

customers,n=319,

carrentalbookers,

n=12161,

allrespondentsConsumer

Insights

Global

as

of

August

202310%

of

Auto

Europe

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users10%8%80%83%85%10%8%Category

usersAllrespondents8%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=51,

Auto

Europecustomers,

n=319,

carrentalbookers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Auto

EuropecustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands53%51%50%50%39%37%33%36%

38%33%37%37%35%34%30%29%30%25%27%25%21%21%21%18%16%20%13%13%

13%12%Tobesuccessful

Social

justiceAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeAdvancingmy

careerMaking

myown

decisionsTraditionsLearningnew

thingsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=51,

AutoEurope

customers,n=319,

carrentalbookers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Auto

Europe

customers

are

more

likely

to

be

interested

in

science

andtechnology

than

the

average

onlinerConsumer

lifestyle:

main

interestsTop10

interestsofAutoEurope

customersintheNetherlands50%45%44%43%43%41%37%35%31%33%32%31%26%30%29%29%29%30%29%26%23%24%27%27%25%25%24%23%24%21%Science

&technologyHealth

&fitnessFinance&economySportsTravelFamily

&parentingFood

&diningFashion&beautyVehicles

&mobilityMovies,TVshows&musicBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Auto

Europe

customers,n=319,

carrentalbookers,

n=12161,all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

Auto

EuropecustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAutoEurope

customersintheNetherlands45%37%35%34%34%33%31%29%34%29%27%27%28%27%23%25%25%25%25%24%24%24%22%22%21%19%18%17%17%14%TravelingReadingCooking/bakingOutdooractivitiesDIYandarts&craftsBoard

games/cardgamesDoing

sportsandfitnessVideo

gamingMaking

musicPhotographyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Auto

Europe

customers,n=319,

carrentalbookers,n=12161,all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Auto

Europe

customers

play

American

footballConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAutoEurope

customers

intheNetherlands18%14%13%12%12%

12%12%10%10%10%10%10%10%10%9%9%8%8%7%7%7%7%6%6%5%5%5%4%2%2%Fitness,aerobics,cardioSoccerSwimming/DivingAmericanFootball

/FlagFootballBaseball/SoftballBasketballCyclingDancingRunning/JoggingYoga

/PilatesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=18,

Auto

Europe

customers,n=136,

carrentalbookers,

n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

Auto

Europe

customers

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byAutoEurope

customers

intheNetherlands24%21%18%12%10%9%9%9%8%8%7%6%6%6%6%6%6%5%5%4%4%4%4%3%3%2%2%2%2%1%SoccerSwimming/divingBoxingBaseballCricketAmericanfootballBasketballCyclingGolfGymnasticsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=15,

Auto

Europe

customers,n=117,

carrentalbookers,

n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

29%

of

Auto

Europe

customers

say

that

whenit

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheNetherlands55%44%42%39%37%35%33%33%29%29%29%23%24%22%19%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

I’mon

vacation,When

itcomes

totraveling,sustainability

traveling,Ialways

lookisimportant

tomeAllrespondentsWhen

itcomes

toasaguideforthecheapest

offerBrand

usersCategory

users21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Auto

Europe

customers,n=319,

carrentalbookers,n=2028,

allrespondentsConsumer

Insights

Global

as

of

August

202325%

of

Auto

Europe

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands41%41%40%28%25%24%23%22%18%17%12%9%1%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=51,

Auto

Europecustomers,n=319,

carrentalbookers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Auto

Europe

customers

think

that

governmentdebt

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheNetherlandsaccordingtoAutoEurope

customers50%49%46%41%38%36%35%34%31%32%32%31%26%25%29%28%27%25%25%24%20%22%22%21%18%18%

15%13%18%12%HousingHealth

andsocial

securityClimatechange

EnvironmentGovernmentdebtImmigrationRising

prices/inflation/cost

of

livingUnifyingthecountryDefense

&foreign

affairsEconomicsituationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Auto

Europe

customers,n=319,

carrentalbookers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Auto

Europe

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users14%41%37%8%Category

usersAllrespondents18%36%36%11%20%32%32%17%LeftCenterRightPrefer

nottoanswer24

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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Auto

Europecustomers,

n=319,

carrentalbookers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsAuto

Europe

customers

access

the

internet

via

a

smartphone

less

often

thanthe

average

car

rental

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet90%87%84%78%74%71%63%59%57%48%47%48%46%43%43%41%37%34%34%31%27%25%25%23%18%

18%12%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchGaming

console

Streaming

device

Smart

speakersBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

renteda

carfromin

the

past12

months?";

Multi

Pick;Base:n=51,

Auto

Europe

customers,n=319,carrentalbookers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Auto

Europe

customers

tend

to

send

private

messages

less

often

than

other

carrental

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype55%50%47%47%45%43%39%40%39%39%37%35%32%29%29%29%29%27%21%27%21%25%25%25%24%22%20%20%18%12%11%8%

8%7%2%

2%Liked

postsbyotherusersLikedcompanypostsFollowedpeopleCommentedon

postsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsPosted

texts

SentprivatePostedpictures/videosIhaveonly

Ihaven’t

usedused

social

social

mediamedia/statusupdatesmessagespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

rented

acarfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Auto

Europecustomers,

n=319,carrentalbookers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Auto

Europe

customers

tend

toread

daily

newspapers

more

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheNetherlandshavebeen

using

inthe

past

4weeks84%75%

75%74%61%74%65%63%63%62%60%58%53%53%51%49%39%47%48%45%32%44%38%29%37%25%35%29%26%16%21%19%15%DigitalvideocontentTVPodcastsDailynewspapersRadioDigitalmusiccontentMovies

/cinemaMagazinesOnlinemagazinesWeeklynewspapersOnlinenewswebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=19,

Auto

Europe

customers,n=159,

carrentalbookers,n=6067,

all

respondentsConsumer

Insights

Global

as

of

August

2023Auto

Europe

customers

remember

seeing

ads

on

social

media

less

often

thanother

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAutoEurope

customersintheNetherlandshavecome

across

digitaladvertisinginthepast4weeks47%45%40%39%36%36%36%34%34%33%31%29%29%

29%21%29%29%29%27%27%27%27%26%22%26%25%23%24%19%17%Video

portals

Video

streaming

NewslettersservicesOnlinestoresSocial

mediaVideo

games

Search

enginesWebsitesandappsof

brandsOtherappsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;

Base:

n=51,

Auto

Europe

customers,n=319,carrentalbookers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

Auto

Europe

customers

remember

ads

they

saw

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks45%44%39%39%39%39%37%37%35%33%25%32%30%30%27%27%22%27%26%25%23%21%20%16%Directly

inthestoreOnTVOntheradioOnadvertising

Atthemovies

By

mailshot

/InprinteddailynewspapersInprintedmagazinesandjournalsspaces/cinemaadvertisingmailon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;

Base:

n=51,

Auto