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CONSUMERS&BRANDSCar
rental:
easycar
customers
inItalyConsumer
InsightsAugust
2023Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofeasycar
customers
inItaly:who
they
are;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
easycar
customers
inItaly(’’brandusers’’)againstItalian
carrental
bookers
ingeneral
(’’categoryusers’’),
and
the
overall
Italianonliner,
labelled
as
’’allrespondents’’
inthecharts.Region:
56
countriesNumberofrespondents:?
12,000+
forcountries
with
the
extended
survey(including
Italy)?
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
the
extended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsWith
a
user
share
of
17%,
easycar
is
one
of
the
top
5
car
rental
providers
in
ItalyManagement
summary:
brandusageand
competitionTop10
most
used
car
rentalprovidersinItalyEuropcarHertz27%22%Avis20%easycar17%RSicilybyCarAutoEuropeBudget14%12%10%8%8%7%LocautoGoldcar4Notes:"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=335,
carrentalbookersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
car
rental
bookers
using
easycar
grew
by4
percentage
points
sinceQ1
of
2021Management
summary:
brandusagetimelineTimeline
of
carrental
bookersusing
easycar17%17%16%16%16%16%15%15%15%13%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=37-
57
easycar
customers,
n=233
-
335
carrentalbookersConsumer
Insights
Global
as
of
August
2023Sources:easycar
customers
in
ItalyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointseasycar
ismore
popularamongGeneration
Zthan
other
carrentalproviders.Anhonest
and
respectable
lifeis
lessimportant
to
easycar
customers
thantoother
carrental
bookers.Itstands
out
that68%
ofeasycarcustomers
book
spontaneously
viatheirsmartphone
when
traveling.easycar
customers
access
theinternetviaasmartwatch
more
often
thantheaverage
carrental
booker.easycar
ismore
popularamong
femalecarrental
bookers
than
male
carrentalbookers.VIPsand
celebrities
arerelativelyprevalent
interests
of
easycarcustomers.33%
ofeasycar
customers
areinnovators
or
early
adopters
ofnewproducts.easycar
customers
tendtolikecompanypostsmore
often
than
other
carrentalbookers.easycar
hasalarger
share
ofcustomers
Photography
isarelatively
popularArelatively
highshare
ofeasycarcustomers
thinkthatcrime
isanissuethatneeds
to
beaddressed.easycar
customers
remember
seeingadson
websites
and
appsof
brandsandproducts
more
often
than
other
carrental
bookers.with
alow
income
thanothercarrentalproviders.hobbyamong
easycar
customers.easycar
customers
are
more
likely
toliveinlarge
citiesthan
carrentalbookers
ingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+easycaris
more
popular
among
GenerationZ
than
other
car
rental
providersDemographic
profile:
generationsAge
of
consumersinItalyBrand
users25%44%28%4%Category
usersAllrespondents16%38%31%37%9%19%38%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providershave
yourentedacarfromin
the
past
12
months?";
Multi
Pick;
Base:n=57,
easycarcustomers,n=335,
carrentalbookers,n=12196,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023easycaris
more
popular
among
female
car
rental
bookers
than
male
car
rentalbookersDemographic
profile:
genderGenderofconsumersinItalyBrand
users47%53%Category
usersAllrespondents58%42%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
all
respondentsSources:Consumer
Insights
Global
as
of
August
202356%
ofeasycar
customers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinItaly30%30%26%24%23%21%19%18%17%16%15%14%9%9%6%6%5%4%4%3%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
providers
have
yourenteda
car
fromin
the
past
12
months?";
Multi
Pick;Base:n=57,
easycarcustomers,
n=335,
carrentalbookers,n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023easycar
has
a
larger
share
of
customers
with
a
low
income
than
other
car
rentalprovidersDemographic
profile:
incomeShare
ofconsumersinItaly
inthehigh,
middle,
andlowthirdsofmonthly
household
gross
incomeBrand
users43%29%27%Category
usersAllrespondents46%31%23%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
providers
have
yourentedacarfromin
the
past12
months?";
Multi
Pick;Base:n=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
car
rental
bookers,
easycar
customers
are
relatively
likely
tolive
in
a
household
of
two
or
more
related
adultsDemographic
profile:
household
classificationTypeof
householdsin
whichconsumersinItaly
live39%38%33%23%23%23%21%18%17%12%10%7%7%5%
6%4%4%4%4%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
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=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023easycar
customers
are
more
likely
to
live
in
large
cities
than
car
rental
bookers
ingeneralDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinItaly35%33%33%32%25%22%22%20%18%
18%12%11%7%7%6%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
providershave
yourented
acarfromin
the
past12months?";
Multi
Pick;Base:
n=57,
easycarcustomers,n=335,
carrentalbookers,n=12196,
allrespondentsConsumer
Insights
Global
as
of
August
202316%
ofeasycar
customers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinItalyBrand
users16%84%0%Category
users7%87%6%Allrespondents
5%86%9%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
providers
have
yourented
acarfrom
in
the
past12
months?";
Multi
Pick;
Base:
n=57,
easycarcustomers,n=335,
carrentalbookers,n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedAn
honest
and
respectable
life
is
less
important
to
easycar
customers
than
toother
car
rental
bookersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinItaly56%54%59%54%54%42%40%30%34%35%33%32%28%
32%26%32%28%23%22%27%23%18%21%13%17%16%16%14%9%
9%AhappyrelationshipAnhonest
andrespectable
lifeHavingagood
timeSafety
andsecuritySocial
justiceLearningnew
thingsMaking
myown
decisionsTobesuccessfulAdvancingmy
careerTraditionsBrand
usersCategory
usersAllrespondents16
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=57,easycarcustomers,
n=335,
carrentalbookers,n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023VIPs
and
celebrities
are
relativelyprevalent
interests
of
easycar
customersConsumer
lifestyle:
main
interestsTop10
interestsofeasycar
customers
inItaly70%67%59%60%56%56%54%53%52%42%52%51%
51%42%50%47%44%44%44%44%42%40%36%33%33%32%30%24%20%16%TravelFood
&diningHealth
&fitnessSportsScience
&technologyArts&literatureFamily
&parentingFashion&beautyMovies,TVshows&musicVIPs&celebritiesBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=57,
easycarcustomers,n=335,
carrentalbookers,n=12196,
allrespondentsConsumer
Insights
Global
as
of
August
2023Photography
is
a
relatively
popular
hobby
amongeasycar
customersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofeasycar
customers
inItaly61%60%49%47%47%36%45%46%34%46%44%43%42%34%42%
40%36%40%40%39%37%35%34%31%29%32%Pets31%29%27%22%TravelingTech
/computersOutdooractivitiesDoing
sportsandfitnessCooking/bakingVideo
gamingPhotographyReadingSocializingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
allrespondentsConsumer
Insights
Global
as
of
August
2023easycar
customers
are
more
likely
to
go
swimming
or
diving
than
other
carrental
bookersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofeasycar
customers
inItaly26%25%23%23%20%18%18%18%17%15%15%11%14%14%13%13%12%12%
12%10%11%9%8%8%8%7%7%6%5%5%Fitness,aerobics,cardioRunning/JoggingSoccerSwimming/DivingCyclingDancingVolleyball
/Beach
VolleyballBasketballHikingYoga
/PilatesBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
providershave
you
rentedacarfromin
the
past12
months?";
Multi
Pick;Base:
n=34,
easycarcustomers,n=191,
carrentalbookers,
n=5965,
all
respondentsConsumer
Insights
Global
as
of
August
2023easycar
customers
are
more
likely
to
follow
baseball
than
other
car
rentalbookersConsumer
lifestyle:
sports
followedTop10
sports
followed
byeasycar
customersinItaly41%39%34%25%23%16%21%20%19%18%17%16%15%15%10%14%14%13%12%12%12%12%12%9%
9%8%7%6%4%2%SoccerTennisVolleyballSwimming/divingCyclingBasketballBaseballGymnasticsAthletics(track&
field)MotorsportsBrand
usersCategory
usersAllrespondents20
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=30,
easycarcustomers,
n=174,
carrentalbookers,
n=5094,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
traveling?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
68%
of
easycar
customers
book
spontaneously
via
theirsmartphone
when
travelingConsumer
attitudes:travelAgreementwithstatements
towards
travel
inItaly68%64%61%58%51%51%50%
50%49%46%35%33%31%31%23%When
I’mtraveling,Ibook
accommodations,
Iusemy
smartphonecarrentals,etc.spontaneously
viamysmartphoneWhen
I’mon
vacation,Iwant
to
experiencesomething
uniqueduringmy
travelsWhen
itcomes
totraveling,Ialways
look
traveling,sustainabilityforthecheapest
offerAllrespondentsWhen
itcomes
toasaguideisimportant
tomeBrand
usersCategory
users22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=57,
easycarcustomers,n=335,
carrentalbookers,
n=2034,
allrespondentsConsumer
Insights
Global
as
of
August
202333%
ofeasycar
customers
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinItaly51%46%44%28%23%19%18%17%16%13%10%5%4%4%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
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=57,
easycarcustomers,n=335,carrentalbookers,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
ofeasycar
customers
think
that
crime
is
an
issue
thatneeds
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacingItaly
accordingtoeasycar
customers60%61%60%54%60%59%59%56%51%54%53%49%49%50%48%48%46%46%46%44%46%46%45%44%43%42%41%35%41%41%CrimeEconomicsituationPovertyClimatechange
Unemployment
Rising
pricesEnvironmentHealth
andsocial
securityImmigrationEducation/inflation/cost
of
livingBrand
usersCategory
usersAllrespondents24
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=57,
easycarcustomers,n=335,
carrentalbookers,n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Many
easycar
customers
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinItalyBrand
users28%29%37%30%5%Category
usersAllrespondents24%33%14%26%24%29%21%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
providers
have
yourentedacarfromin
the
past12
months?";
Multi
Pick;
Base:
n=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointseasycar
customers
access
the
internet
via
a
smartwatch
more
often
than
theaverage
car
rental
bookerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinItalyuseregularly
toaccesstheinternet100%98%94%86%81%77%77%77%69%67%66%63%61%58%58%54%49%47%47%42%38%38%35%35%25%25%25%SmartphoneSmart
TVLaptopTabletDesktop
PCSmartwatchGaming
console
Smart
speakers
Streaming
deviceBrand
usersCategory
usersAllrespondents27
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=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023easycar
customers
tend
to
like
company
posts
more
often
than
other
car
rentalbookersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinItaly
bytype74%74%62%65%60%63%62%50%61%61%54%51%44%47%41%46%32%39%36%37%30%29%21%27%26%27%23%19%10%18%8%
9%7%5%3%0%SentprivatemessagesPostedpictures/videosLiked
posts
CommentedFollowedpeopleLikedcompanypostsPosted
texts/statusSharedpostsbyother
usersFollowedcompaniesSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediabyotheruserson
postsupdatespassivelyBrand
usersCategory
usersAllrespondents28
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=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023easycar
customers
tend
to
read
magazines
more
often
than
car
rental
bookersin
generalMarketing
touchpoints:media
usagebychannelTypeof
mediaconsumersinItaly
havebeen
using
inthepast4weeks93%
87%89%87%83%67%
67%70%66%63%62%
63%63%59%57%41%56%56%49%44%43%41%30%39%32%33%30%23%
22%19%18%15%15%TVDigitalvideo
Digitalmusiccontent
contentRadioOnlinenewswebsitesMagazinesDailynewspapersMovies
/cinemaPodcastsOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
providershave
yourented
acarfrominthe
past12
months?";
Multi
Pick;Base:
n=27,
easycarcustomers,n=155,
carrentalbookers,n=6103,
all
respondentsConsumer
Insights
Global
as
of
August
2023easycar
customers
remember
seeing
ads
on
websites
and
apps
of
brands
andproducts
more
often
than
other
car
rental
bookersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereeasycar
customers
inItalyhave
come
across
digital
advertisingin
thepast4weeks65%56%53%51%51%50%41%43%42%42%
40%35%40%40%28%39%37%33%33%30%29%29%22%28%24%19%24%23%20%16%Video
portals
Video
streaming
Search
enginesservicesWebsitesandappsof
brandsOnlinestoresSocial
mediaEditorialwebsitesandappsMusicportalsOtherappsVideo
gamesBrand
usersCategory
usersAllrespondents30
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=57,
easycarcustomers,n=335,
carrentalbookers,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
202374%
ofeasycar
customers
remember
ads
they
saw
on
TVMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinItalyhave
come
across
non-digital
advertisinginthepast4weeks74%69%65%47%
47%46%39%40%40%32%40%39%37%37%30%36%33%31%30%27%28%22%21%17%OnTVOnadvertising
By
mailshot
/Directly
inthestoreAtthemovies/cinemaOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersspacesadvertisingmailon
thegoBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
providers
have
yourented
acarfromin
the
past
12
months?";
Multi
Pick;
Base:
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