南非滴滴打車(chē)didi用戶(hù)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:

DiDi

users

inSouth

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDiDi

users

inSouthAfrica:who

theyare;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

toRegion:

56countriesbenchmark

DiDi

usersinSouthAfrica(’’brand

users’’)againstSouthAfricanridesharingusers

ingeneral(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

South

Africa)?

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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

11%,

DiDi

is

one

of

the

top

5

ride

sharing

services

in

SouthAfricaManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinSouth

AfricaBoltUber81%74%inDrive22%DiDi11%Yo!Taxi4%3%2%2%TaxiLiveAfricaCityOneOrangeCabsBlacklaneJumpinrides1%1%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=600,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023DiDi

users

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDiDi

ismore

popularamong

Generation

Ahappy

relationship

isless

important

to

Itstands

out

that50%

ofDiDi

users

tryDiDi

users

access

theinternet

viaatabletmore

often

thantheaverage

ridesharinguser.Zthanother

ridesharing

services.Compared

tootherride

sharingDiDi

users

than

to

other

ridesharingusers.tooptformore

environmentally-friendly

means

oftransportation.services,

DiDihasarelatively

highshare

Career

and

education

are

relatively41%

ofDiDi

users

are

innovatorsorearly

adoptersof

new

products.Onsocial

media,

DiDi

usersinteract

withcompanies

more

often

thanother

ridesharingusers.of

maleusers.prevalent

interests

of

DiDi

users.DiDi

users

haveasimilarincomedistributionas

ridesharingusers

ingeneral.Meditation

or

wellness

are

relativelypopularhobbiesamong

DiDi

users.Arelatively

highshare

ofDiDi

usersthink

thathealth&social

security

areissues

thatneed

tobeaddressed.DiDi

users

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

ridesharing

users.22%

ofDiDi

users

liveinmedium-sizedtowns.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+DiDi

is

more

popular

among

GenerationZ

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users45%47%8%

0%Category

usersAllrespondents39%44%16%1%36%43%18%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

services,

DiDi

has

a

relatively

high

share

of

maleusersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users61%39%Category

usersAllrespondents54%46%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=64,

DiDiusers,

n=600,

ride

sharing

users,n=12205,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

DiDi

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa45%39%35%35%33%31%20%19%16%6%6%5%2%2%

2%1%

1%0%

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=64,

DiDiusers,n=600,ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:DiDi

users

have

a

similar

income

distribution

as

ride

sharing

users

in

generalDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users34%36%30%28%Category

usersAllrespondents37%35%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=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

DiDi

users

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive33%31%30%23%22%20%16%16%14%12%11%9%9%9%8%8%8%6%

6%5%5%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202322%

of

DiDi

users

live

in

medium-sized

townsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa36%35%34%22%19%21%16%15%14%14%13%13%10%8%8%8%8%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

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=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

DiDi

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users8%7%8%88%5%Category

usersAllrespondents82%11%81%11%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=64,

DiDiusers,n=600,

ridesharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

DiDi

users

than

to

other

ride

sharingusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa63%64%61%47%42%41%45%41%

41%41%38%38%36%29%29%28%27%27%24%23%22%13%16%13%11%9%

9%8%

8%8%TobesuccessfulSafety

andsecurityAdvancingmy

careerLearningnew

thingsAnhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

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=64,

DiDiusers,

n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

DiDi

usersConsumer

lifestyle:

main

interestsTop10

interestsofDiDi

usersinSouth

Africa75%67%64%59%59%59%59%59%56%51%56%51%57%56%55%53%53%52%50%49%48%46%45%44%41%40%39%37%37%37%Career

&educationMovies,TVshows&musicFinance&economyFood

&diningHealth

&fitnessSportsScience

&technologyVehicles

&mobilityFamily

&parentingReligion

&spiritualityBrand

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=64,

DiDiusers,n=600,

ride

sharingusers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

DiDi

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDiDiusersinSouth

Africa69%63%59%56%55%53%52%50%49%48%47%45%45%44%44%42%41%37%38%36%36%34%34%31%29%29%28%28%25%24%ReadingCooking/bakingTech

/computersTravelingOutdooractivitiesMeditation/wellnessVideo

gamingCars/vehiclesDoing

sportsandfitnessBoard

games/cardgamesBrand

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=64,

DiDiusers,

n=600,

ride

sharingusers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023DiDi

users

are

more

likely

to

do

yoga

or

pilates

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDiDi

usersinSouth

Africa30%27%25%23%22%22%22%21%20%18%19%18%14%17%16%16%15%14%14%14%13%11%11%10%10%9%8%8%8%6%Fitness,aerobics,cardioRunning/JoggingSoccerDancingSwimming/DivingYoga

/PilatesHikingCricketBasketballCyclingBrand

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=40,

DiDiusers,n=614,

ride

sharing

users,n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023DiDi

users

are

more

likely

to

follow

motorsports

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDiDiusersinSouth

Africa48%38%32%31%28%27%24%23%23%23%22%21%19%19%16%16%16%15%15%13%13%13%11%11%9%9%9%8%6%6%SoccerRugbyCricketMotorsportsAthletics(track&field)TennisBoxingSwimming/divingAmericanfootballBasketballBrand

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=38,

DiDiusers,n=539,

ride

sharing

users,n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

50%

of

DiDi

users

try

to

opt

for

more

environmentally-friendlymeans

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinSouth

Africa56%50%47%40%35%31%28%26%25%23%22%19%17%18%16%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveDriving

carsisbadfortheenvironmenttransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

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=64,

DiDiusers,n=600,

ridesharing

users,n=2033,

all

respondentsConsumer

Insights

Global

as

of

August

202341%

of

DiDi

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%41%34%33%24%20%18%18%17%16%15%9%8%3%2%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=64,DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

DiDi

users

think

that

health

&

social

security

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoDiDiusers89%89%86%81%75%81%

76%72%78%73%73%73%73%66%62%70%68%63%59%61%60%57%48%55%50%53%53%50%47%45%UnemploymentPovertyCrimeEconomicsituationEducationRising

prices/inflation/cost

of

livingHealth

andsocial

security

water

securityFood

andHousingGovernmentdebtBrand

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=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202334%

of

DiDi

users

have

moreleft

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users34%30%27%9%Category

usersAllrespondents32%32%23%13%29%30%23%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=64,

DiDiusers,n=600,

ridesharing

users,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsDiDi

users

access

the

internet

via

a

tablet

more

often

than

the

average

ridesharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet100%96%95%89%85%77%61%58%56%53%48%47%47%43%43%41%36%33%30%27%25%24%22%20%19%14%12%SmartphoneLaptopTabletSmart

TVDesktop

PCGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

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=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

DiDi

users

interact

with

companies

more

often

than

other

ridesharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype83%80%66%75%

71%67%75%69%53%67%67%67%67%67%54%64%64%50%62%61%56%52%50%48%46%46%

45%32%45%27%5%

6%2%

1%

1%0%FollowedpeopleCommented

Liked

postsFollowedcompaniesLikedcompanypostsSentprivatemessagesPostedpictures/videosPosted

texts/statusSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersupdatespassivelyBrand

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=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023DiDi

users

tend

to

listen

to

podcasts

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks95%83%82%80%80%66%78%77%75%67%65%69%60%56%55%49%47%45%33%42%

38%34%42%31%39%39%24%29%27%22%

17%20%17%DigitalvideocontentTVDigitalmusiccontentRadioPodcastsOnlinenewswebsitesOnlinemagazinesDailynewspapersMagazinesMovies

/cinemaWeeklynewspapersBrand

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=64,

DiDiusers,n=600,

ridesharing

users,n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023DiDi

users

remember

seeing

ads

on

video

streaming

services

more

often

thanother

ride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDiDi

usersinSouth

Africahavecome

across

digital

advertisinginthepast4weeks69%65%60%66%61%55%56%56%52%49%44%50%47%45%45%43%38%43%42%37%39%37%34%30%31%30%29%26%22%20%Social

mediaVideo

portalsOnlinestores

Video

streaming

Search

enginesservicesWebsitesandappsof

brandsMusicportalsOtherappsVideo

gamesEditorialwebsitesandappsBrand

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=64,

DiDiusers,n=600,

ride

sharing

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023DiDi

users

remember

ads

they

saw

out-of-home

more

often

than

other

ridesharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks64%56%51%48%

48%47%45%44%44%

44%40%37%34%33%33%31%23%28%28%26%21%19%10%9%OnadvertisingspacesDirectly

inthestoreOnTVOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/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

months?’’;Multi