南非航空公司LIFT用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMERS&BRANDSAirlines:

LIFT

customers

inSouth

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLIFTcustomers

inSouthAfrica:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

LIFTcustomers

inSouthAfrica(’’brandusers’’)

againstSouthAfricanairline

customers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

South

Africa)?

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

insightsLIFT

is

the

seventh

most

used

airline

in

South

Africa

with

FlySafair

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

airlinesinSouth

AfricaFlySafairSouthAfricanAirways

(SAA)British

AirwaysEmirates48%47%34%24%Airlink14%12%QatarAirwaysLIFT8%CemAir6%5%5%AirFranceEtihad

Airways4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=704,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:LIFT

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLIFTismore

popularamong

Millennialsthanother

airlines.Making

theirown

decisions

islessimportant

to

LIFTcustomers

than

toother

airlinecustomers.Itstands

out

thatonly

59%

ofLIFTcustomers

want

to

experiencesomething

uniqueduringtheirtravels.LIFTcustomers

access

theinternet

viaadesktop

PCmore

often

thantheaverage

airlinecustomer.LIFThasmore

male

than

femalecustomers.Family

andparentingarerelativelyprevalent

interests

of

LIFTcustomers.37%

ofLIFTcustomers

arelaggardsorinthelatemajority

of

innovationadoption.LIFTcustomers

tendtosharecompanypostsonlinemore

often

than

otherairlinecustomers.LIFThasalarger

share

ofcustomerswith

ahigh

income

than

other

airlines.Board

or

card

gamesare

relativelypopularhobbiesamong

LIFTcustomers.

Arelatively

highshare

ofLIFTcustomers

LIFTcustomers

remember

seeing

adsinAirlinecustomers

ingeneral

andLIFTcustomers

specifically,

liveinsimilartypeofcommunities.think

thatimmigration

isanissuethatonlinestores

more

often

than

otherairlinecustomers.needs

to

beaddressed.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+LIFT

is

more

popular

among

Millennials

than

other

airlinesDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users33%50%44%15%2%3%2%Category

usersAllrespondents36%17%36%43%18%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023LIFT

has

more

male

than

female

customersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users56%44%Category

usersAllrespondents51%49%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202317%

of

LIFT

customers

have

a

master’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa51%44%35%35%24%20%20%17%15%13%11%5%2%2%1%1%1%

1%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

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=54,

LIFTcustomers,

n=704,

airline

customers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023LIFT

has

a

larger

share

of

customers

with

a

high

income

than

other

airlinesDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users56%22%22%Category

usersAllrespondents50%31%18%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

airlines

have

youbookeda

flight

from

in

thepast

12

months?";

Multi

Pick;Base:

n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

LIFT

customers

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive35%30%28%26%22%20%17%16%11%11%11%9%9%9%9%9%8%7%6%5%2%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

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Airline

customers

in

general

and

LIFT

customers

specifically,

live

in

similar

type

ofcommunitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa38%37%34%21%19%19%18%17%16%13%13%12%10%10%8%8%5%2%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20237%

of

LIFT

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users7%9%8%89%4%Category

usersAllrespondents83%8%81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedMakingtheir

own

decisions

is

less

important

to

LIFT

customers

than

to

otherairline

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa64%61%57%48%47%46%

43%41%43%39%42%41%25%28%29%29%28%27%23%22%15%17%15%13%13%10%9%

9%

9%8%TobesuccessfulAhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeAdvancingmy

careerLearningnew

thingsHavingagood

timeMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

LIFT

customersConsumer

lifestyle:

main

interestsTop10

interestsofLIFTcustomers

inSouth

Africa69%65%63%59%62%61%60%53%59%51%57%57%56%56%53%44%52%52%51%51%50%50%49%48%45%33%44%41%37%37%Finance&economyFood

&diningCareer

&educationMovies,TVshows&musicFamily

&parentingScience

&technologyHealth

&fitnessPolitics&societyandcurrentworld

eventsVehicles

&mobilitySportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=54,

LIFTcustomers,n=704,

airline

customers,

n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

LIFT

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLIFTcustomers

inSouth

Africa61%57%56%57%53%52%49%48%48%46%46%46%37%44%44%42%37%43%41%40%39%29%38%37%36%29%28%26%24%20%TravelingOutdooractivitiesReadingCooking/bakingTech

/computersBoard

games/cardgamesSocializingDoing

sportsandfitnessPhotographyCars/vehiclesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023LIFT

customers

are

more

likely

to

play

basketball

than

other

airline

customersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLIFTcustomers

inSouth

Africa31%30%28%28%26%24%24%24%24%23%20%20%19%18%19%17%16%15%16%14%15%14%11%12%11%11%9%8%8%6%HikingFitness,aerobics,cardioCyclingSoccerRunning/JoggingBasketballDancingSwimming/DivingYoga

/PilatesCricketBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past12

months?";

Multi

Pick;Base:n=34,

LIFTcustomers,n=400,

airline

customers,n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023LIFT

customers

are

more

likely

to

follow

motorsports

than

other

airlinecustomersConsumer

lifestyle:

sports

followedTop10

sports

followed

byLIFT

customers

inSouth

Africa41%35%33%32%31%29%28%26%24%21%20%19%19%19%19%19%17%17%17%16%15%13%12%11%11%9%9%8%6%4%SoccerCricketMotorsportsRugbyBoxingBasketballTennisAmericanfootballAthletics(track&

field)CyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=26,

LIFTcustomers,

n=358,

airlinecustomers,n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

only

59%

of

LIFT

customers

want

to

experience

somethingunique

during

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSouth

Africa76%70%70%62%62%59%55%54%50%47%47%46%41%40%39%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,Ialways

look

traveling,sustainabilitycarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

itcomes

toforthecheapest

offerisimportant

tomeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=54,

LIFTcustomers,

n=704,

airline

customers,n=2033,

all

respondentsConsumer

Insights

Global

as

of

August

202337%

of

LIFT

customers

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%39%33%29%28%26%20%18%18%17%11%

11%4%2%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=54,

LIFTcustomers,n=704,airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

LIFT

customers

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoLIFTcustomers80%87%

86%81%78%74%75%74%72%70%65%68%69%62%67%65%59%62%57%60%57%55%54%46%53%48%46%45%41%35%CrimeUnemployment

Rising

prices/inflation/EconomicsituationPovertyEducationFood

andwater

security

social

securityHealth

andHousingImmigrationcost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:

n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

LIFT

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users24%35%24%17%Category

usersAllrespondents28%34%29%9%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsLIFT

customers

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

airline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet100%97%96%95%92%77%66%63%61%59%54%54%48%44%43%38%36%35%35%32%31%25%24%20%19%18%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=54,

LIFTcustomers,n=704,

airlinecustomers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023LIFT

customers

tend

to

share

company

posts

online

more

often

than

otherairline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype75%72%72%71%69%

68%69%67%64%62%61%61%58%59%55%54%54%

54%53%52%52%50%50%48%48%46%46%45%37%27%6%6%4%2%1%1%Liked

posts

Sentprivate

CommentedFollowedpeoplePosted

texts/statusFollowedcompaniesLikedcompanypostsPostedpictures/videosSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=54,

LIFTcustomers,n=704,

airlinecustomers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023LIFT

customers

tend

to

go

to

the

movies

more

often

than

airline

customers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks100%90%78%89%85%77%75%66%72%71%68%65%60%60%49%54%54%50%43%

43%43%39%39%27%40%36%20%34%32%21%29%29%17%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesPodcastsMovies

/cinemaDailynewspapersMagazinesWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

you

bookedaflight

from

in

the

past

12

months?";

Multi

Pick;Base:n=54,

LIFTcustomers,n=704,

airline

customers,n=12205,all

respondentsConsumer

Insights

Global

as

of

August

2023LIFT

customers

remember

seeing

ads

in

online

stores

more

often

than

otherairline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLIFTcustomers

inSouth

Africahavecome

across

digital

advertisinginthepast4weeks66%65%60%60%59%57%57%55%53%52%44%46%46%44%44%43%42%37%43%31%38%35%33%33%30%26%30%23%22%15%OnlinestoresVideo

portals

Search

engines

Social

media

Video

streamingservicesWebsitesandappsof

brandsOtherappsMusicportalsVideo

gamesBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;

Base:n=54,

LIFTcustomers,n=704,

airlinecustomers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023LIFT

customers

remember

ads

they

saw

on

TV

more

often

than

other

airlinecustomersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks65%63%56%50%50%44%49%45%44%44%44%41%37%37%31%37%28%28%26%

26%21%15%

15%9%OnTVOnadvertisingspacesOntheradioDirectly

inthestoreInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=54,

LIFTcustomers,n=704,airline

custome