瑞士拼車(chē)網(wǎng)站e-carpooling.ch用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSRide

sharing:

e-carpooling.chusers

in

SwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofe-carpooling.ch

users

inSwitzerland:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

e-carpooling.ch

users

inSwitzerland(’’brandusers’’)

againstSwiss

ride

sharingusers

ingeneral

(’’category

users’’),

and

theoverall

Swissonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Switzerland)?

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

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightse-carpooling.ch

ranks

second

among

ride

sharing

services

in

SwitzerlandManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinSwitzerlandUbere-carpooling.chgo!58%20%19%18%16%15%14%14%11%HitchHikeBlaBlaCare-covoiturageTaxiphoneGenèveTaxitoIDOSHYOURTAXI8%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=319,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023e-carpooling.ch

users

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointse-carpooling.ch

ismore

popularamongMillennials

thanother

ridesharingservices.Tradition

ismore

important

to

e-carpooling.ch

users

thantootherridesharingusers.Itstands

out

that46%

ofe-carpooling.ch

e-carpooling.ch

users

access

theusers

trytooptformoreenvironmentally-friendly

means

oftransportation.internet

viaagamingconsole

moreoften

than

theaverage

ride

sharinguser.54%

ofe-carpooling.ch

users

aremale.Gaming

and

eSports

are

relativelyprevalent

interests

of

e-carpooling.chusers.34%

ofe-carpooling.ch

users

areinnovators

or

early

adopters

ofnewproducts.e-carpooling.ch

users

tendto

followpeople

on

social

media

lessoften

thanother

ridesharingusers.e-carpooling.ch

hasalarger

shareofusers

with

ahigh

income

thanotherridesharing

services.Making

musicisarelatively

popularhobbyamong

e-carpooling.ch

users.Arelatively

highshare

ofe-e-carpooling.ch

users

remember

seeinge-carpooling.ch

users

aremore

likely

toliveinlarge

citiesthan

ride

sharingusers

ingeneral.carpooling.ch

users

think

thatcivil

rights

adson

social

media

less

often

thanareissues

thatneed

to

beaddressed.

other

ridesharingusers.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+e-carpooling.ch

is

more

popular

among

Millennials

than

other

ride

sharingservicesDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users11%52%32%5%Category

usersAllrespondents19%18%42%32%8%35%36%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202354%

of

e-carpooling.ch

users

are

maleDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users54%52%46%48%Category

usersAllrespondents50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:A

relatively

high

share

of

e-carpooling.ch

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland42%37%35%31%28%21%21%19%14%12%9%8%5%3%3%3%3%3%1%0%0%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=65,

e-carpooling.chusers,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:e-carpooling.ch

has

a

larger

share

of

users

with

a

high

income

than

other

ridesharing

servicesDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users57%26%16%Category

usersAllrespondents43%33%23%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

e-carpooling.ch

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live54%32%27%26%24%20%16%15%13%12%13%9%7%8%6%5%5%4%3%

3%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesOthergenerationalfamilyBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ridesharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023e-carpooling.ch

users

are

more

likely

to

live

in

large

cities

than

ride

sharing

usersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland48%37%33%29%27%26%24%24%20%18%11%5%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,

n=319,

ridesharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

e-carpooling.ch

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users9%8%89%2%Category

usersAllrespondents88%4%6%86%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedTradition

ismore

important

to

e-carpooling.ch

users

than

to

other

ride

sharingusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%44%40%39%36%34%37%

37%28%37%37%37%35%29%29%33%31%31%29%28%27%25%24%23%22%20%18%17%13%14%TobesuccessfulHavingagood

timeAhappyrelationshipSafety

andsecurityTraditionsMaking

myown

decisionsSocial

justiceLearningnew

thingsAnhonest

andrespectable

lifeAdvancingmy

careerBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

e-carpooling.ch

usersConsumer

lifestyle:

main

interestsTop10

interestsofe-carpooling.ch

usersinSwitzerland45%

46%42%40%40%39%33%32%31%31%31%28%29%28%28%28%28%27%23%27%26%26%26%26%24%21%19%18%16%11%Food

&diningVehicles

&mobilityTravelFashion&beautyGaming

&eSportsReligion

&spiritualitySportsArts&literatureCareer

&educationHealth

&fitnessBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=65,

e-carpooling.ch

users,n=319,

ridesharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

e-carpooling.ch

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofe-carpooling.ch

usersinSwitzerland40%39%

39%38%37%34%37%37%35%34%33%32%32%31%25%29%28%27%24%28%28%27%26%26%24%23%23%23%21%15%Video

gamingMaking

musicReadingGardeningandplantsOutdooractivitiesDoing

sportsandfitnessTech

/computersPetsPhotographySocializingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ridesharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023e-carpooling.ch

users

are

more

likely

to

play

badminton

than

other

ride

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofe-carpooling.ch

usersinSwitzerland22%20%18%17%17%16%13%16%15%13%12%12%12%12%11%10%9%9%8%8%8%7%7%7%7%5%4%4%3%3%BadmintonCyclingBasketballAmericanFootball

/FlagFootballBaseball/SoftballHikingSoccerFitness,aerobics,cardioGolfTableTennisBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=27,

e-carpooling.chusers,n=155,

ride

sharing

users,n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

202317%

of

e-carpooling.ch

users

follow

basketballConsumer

lifestyle:

sports

followedTop10

sports

followed

bye-carpooling.ch

usersinSwitzerland19%19%17%14%12%11%11%10%9%8%8%8%8%7%7%7%7%6%6%6%6%6%5%4%4%3%3%3%3%2%BasketballSwimming/divingAmericanfootballAthletics(track&field)BaseballSoccerBoxingCyclingHandballTabletennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=18,

e-carpooling.ch

users,n=105,

ride

sharing

users,

n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

46%

of

e-carpooling.ch

users

try

to

opt

for

moreenvironmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinSwitzerland51%49%46%43%37%32%32%30%30%28%28%26%26%24%19%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicDriving

carsisbadfortheenvironmentIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=65,

e-carpooling.ch

users,n=319,

ridesharing

users,n=976,

all

respondentsConsumer

Insights

Global

as

of

August

202334%

of

e-carpooling.ch

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland42%41%38%31%26%22%21%20%17%14%12%11%3%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/

ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

e-carpooling.ch

users

think

that

civil

rights

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoe-carpooling.ch

users42%40%38%31%32%32%33%27%28%28%28%32%31%30%31%30%29%26%26%24%25%22%20%19%19%16%15%13%13%9%CivilrightsEconomicsituationClimatechangeFood

andwater

securityRising

prices/inflation/cost

of

livingHealth

andsocial

securityHousingCrimeReligiousconflictsEnvironmentBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

e-carpooling.ch

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users8%15%75%2%Category

usersAllrespondents17%17%27%46%10%32%34%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointse-carpooling.ch

users

access

the

internet

via

a

gaming

console

more

often

thanthe

average

ride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet88%

89%82%70%67%65%62%57%55%54%46%

46%47%45%45%45%43%41%40%35%35%34%28%27%26%25%17%SmartphoneLaptopDesktop

PCSmart

TVTabletGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023e-carpooling.ch

users

tend

to

follow

people

on

social

media

less

often

thanother

ride

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype50%49%49%48%47%45%40%43%36%41%41%40%40%38%37%36%34%34%34%32%27%32%32%31%31%27%25%24%16%22%9%6%6%3%0%0%Postedpictures/videosLikedcompanypostsSentprivate

Liked

postsSharedpostsbyother

usersFollowedpeopleCommentedon

postsSharedcompanypostsPosted

texts/statusFollowedIhaveonly

Ihaven’t

usedmessagesbyotheruserscompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023e-carpooling.ch

users

tend

to

read

daily

newspapers

more

often

than

ridesharing

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks71%64%

70%68%65%64%63%60%55%46%53%53%52%49%43%47%

46%47%46%46%45%32%44%43%40%40%38%37%32%30%25%

25%22%DigitalvideocontentTVDailynewspapersMovies

/cinemaPodcastsMagazinesRadioDigitalmusiccontentOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=57,

e-carpooling.ch

users,n=274,

ride

sharing

users,n=5951,

all

respondentsConsumer

Insights

Global

as

of

August

2023e-carpooling.ch

users

remember

seeing

ads

on

social

media

less

often

thanother

ride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswheree-carpooling.ch

usersinSwitzerland

have

come

across

digital

advertisinginthepast4weeks49%44%40%43%43%42%42%42%40%37%35%35%34%32%25%32%31%31%29%

29%21%28%28%26%19%26%21%26%22%13%Video

portalsOnlinestores

Search

engines

Social

mediaWebsitesandappsof

brandsBlogs/forumsVideo

streaming

Video

gamesservicesEditorialwebsitesandappsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;

Base:

n=65,

e-carpooling.ch

users,n=319,

ride

sharing

users,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

e-carpooling.ch

users

remember

ads

they

saw

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks45%45%44%43%42%42%40%40%34%40%34%40%37%35%34%32%30%29%29%29%28%26%25%20%Directly

inthestoreOnadvertising

AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsOnTVOntheradioBy

mailshot

/advertisingmailspaces/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12