瑞典拼車(chē)軟件Taxi skåne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:

Taxi

Sk?ne

users

inSwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTaxi

Sk?neusers

inSweden:

whotheyare;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

TaxiSk?neusersinSweden

(’’brandusers’’)againstSwedish

ridesharingusers

ingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Sweden)?

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

insightsTaxi

Sk?ne

ranks

eighth

among

ride

sharing

services

in

SwedenManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinSwedenUberBolt47%43%TaxiStockholmSverigetaxiTaxiKurir32%23%16%TaxiG?teborgGreenCabTaxiSk?neCabonlineTaxi9714%11%9%8%8%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=532,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

ride

sharing

users

using

Taxi

Sk?ne

stayed

the

same

since

Q4

of2021Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

TaxiSk?ne11%11%10%10%9%9%9%2021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=39

-

50

TaxiSk?ne

users,n=425

-532

ridesharing

usersSources:Consumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

users

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTaxiSk?neismore

popularamongGeneration

Zthanother

ridesharingservices.Havingagood

timeisless

important

toTaxiSk?neusers

than

to

other

ridesharingusers.Itstands

out

that59%

ofTaxiSk?neusers

trytooptformoreenvironmentally-friendly

means

oftransportation.TaxiSk?neusers

access

theinternet

viaasmartwatch

more

often

thantheaverage

ridesharinguser.TaxiSk?neismore

popularamong

male

Career

and

education

are

relativelyTaxiSk?neusers

tendto

comment

onpostsmore

often

than

theaverageonliner.ridesharing

usersthanfemale

ridesharingusers.prevalent

interests

of

TaxiSk?neusers.32%

ofTaxi

Sk?neusers

are

innovatorsor

early

adopters

ofnew

products.Carsor

vehicles

are

relatively

popularhobbiesamong

TaxiSk?neusers.TaxiSk?nehasalarger

shareof

userswith

ahigh

income

than

other

ridesharingservices.Arelatively

highshare

ofTaxiSk?neusers

think

thatclimate

changeisanissuethatneedstobeaddressed.TaxiSk?neusers

remember

seeing

adsinvideo

gamesmore

often

thanotherridesharing

users.TaxiSk?neusers

aremore

likely

toliveinlargecities

than

theaverage

onliner.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Taxi

Sk?ne

ismore

popular

among

Generation

Z

than

other

ride

sharingservicesDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users42%38%18%2%Category

usersAllrespondents30%37%28%5%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,n=12167,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

ismore

popular

among

male

ride

sharing

users

than

female

ridesharing

usersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users70%30%Category

usersAllrespondents58%42%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=50,

TaxiSk?ne

users,

n=532,

ride

sharing

users,n=12167,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Taxi

Sk?ne

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSweden26%24%24%23%23%21%21%17%16%16%14%14%14%10%10%8%6%5%2%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

usersAllrespondents10

Notes:Sources:’’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=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

has

a

larger

share

of

users

with

a

high

income

than

other

ridesharing

servicesDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users48%32%20%Category

usersAllrespondents42%31%27%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

Taxi

Sk?ne

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live44%27%27%26%24%

24%24%22%12%10%10%

10%10%9%6%4%3%

3%Other2%2%1%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenMulti-Two

or

morehouseholdgenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

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=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

users

are

more

likely

to

live

in

large

cities

than

the

average

onlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden55%52%42%30%29%27%18%14%13%11%5%4%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

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=50,

TaxiSk?ne

users,n=532,

ride

sharingusers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Taxi

Sk?ne

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users10%84%81%6%7%Category

usersAllrespondents12%9%82%9%YesNoWould

rathernot

say14

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=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

less

important

to

Taxi

Sk?ne

users

than

to

other

ridesharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%54%52%50%47%44%42%36%40%39%38%35%

36%36%30%30%30%28%19%18%22%22%18%16%14%12%10%9%8%

8%Safety

andsecurityAhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andLearningnew

thingsHavingagood

timeTobesuccessful

Social

justiceTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

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=50,

TaxiSk?ne

users,

n=532,

ride

sharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

Taxi

Sk?ne

usersConsumer

lifestyle:

main

interestsTop10

interestsofTaxi

Sk?ne

usersinSweden66%64%58%58%57%56%

55%49%54%48%46%44%44%44%42%40%40%37%36%36%26%35%33%32%32%

32%30%28%25%20%TravelMovies,TVshows&musicHealth

&fitnessFood

&diningCareer

&educationPolitics&societyandcurrentworld

eventsScience

&technologyFashion&beautyFamily

&parentingHome

&gardenBrand

usersCategory

usersAllrespondents17

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=50,

TaxiSk?ne

users,n=532,

ridesharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Taxi

Sk?ne

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTaxi

Sk?ne

usersinSweden62%56%56%49%48%48%47%46%46%46%44%43%43%41%41%40%38%37%29%35%32%31%29%30%Pets27%26%26%25%24%20%TravelingCooking/bakingReadingSocializingCars/vehiclesTech

/computersVideo

gamingGardeningandplantsDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents18

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=50,

TaxiSk?ne

users,n=532,

ridesharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

users

are

more

likely

to

play

soccer

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTaxi

Sk?ne

usersinSweden26%26%22%20%21%20%20%20%20%19%18%16%15%15%15%14%12%12%12%12%9%8%8%9%7%7%5%5%4%2%Running/JoggingSoccerCyclingFitness,aerobics,cardioHikingSwimming/DivingGolfHunting/FishingBadmintonVolleyball

/Beach

VolleyballBrand

usersCategory

usersAllrespondents19

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=24,

TaxiSk?neusers,n=266,

ride

sharing

users,n=5219,

all

respondentsConsumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

users

are

more

likely

to

follow

tennis

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTaxiSk?ne

usersinSweden30%27%22%20%17%18%16%16%16%14%14%12%10%10%9%9%8%7%7%7%6%6%5%5%5%5%4%4%3%2%SoccerTennisIceHockeyGolfHandballBasketballMotorsportsAmericanfootballAthletics(track&

field)BaseballBrand

usersCategory

usersAllrespondents20

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=17,

TaxiSk?neusers,n=187,

ride

sharing

users,n=3856,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

59%

of

Taxi

Sk?ne

users

try

to

opt

for

more

environmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinSweden59%58%52%46%46%45%38%36%33%33%32%32%30%21%19%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicDriving

carsisbadfortheenvironmentIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

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=50,

TaxiSk?neusers,n=532,

ridesharingusers,n=1010,

all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

Taxi

Sk?ne

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden46%42%38%30%26%24%23%18%15%12%11%10%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=50,TaxiSk?ne

users,n=532,

ride

sharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Taxi

Sk?ne

users

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoTaxi

Sk?ne

users62%61%56%52%48%53%52%47%45%44%35%39%36%40%40%34%38%

38%32%37%37%36%36%34%33%32%

28%26%32%31%CrimeEconomicsituationRising

prices

Climatechange/inflation/Health

andsocial

securityEducationImmigration

UnemploymentDefense

&foreign

affairsEnvironmentcost

of

livingBrand

usersCategory

usersAllrespondents24

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=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Taxi

Sk?ne

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users24%23%26%36%36%4%Category

usersAllrespondents28%39%11%26%34%15%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=50,

TaxiSk?ne

users,n=532,

ridesharing

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsTaxi

Sk?ne

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

ride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet92%

93%

92%86%84%80%71%70%70%68%62%60%58%56%54%54%50%47%45%45%45%37%35%33%32%24%19%SmartphoneLaptopSmart

TVStreaming

deviceBrand

usersTabletGaming

consoleAllrespondentsSmartwatchDesktop

PCSmart

speakersCategory

users27

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=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

users

tend

to

comment

on

posts

more

often

than

the

averageonlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type71%72%64%

64%70%66%66%60%51%60%57%46%50%48%39%42%40%40%38%35%29%36%34%28%31%23%31%22%17%14%7%5%6%2%

2%0%Commented

Sentprivate

Liked

postsFollowedpeoplePostedpictures/videosPosted

texts/statusSharedpostsbyother

usersFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsmessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

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=50,

TaxiSk?ne

users,n=532,

ride

sharing

users,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Taxi

Sk?ne

users

tend

to

read

magazines

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

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17%14%TVRadioMovies

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newspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

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in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

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have

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in

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past

12

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users,n=282,ride

sharing

users,n=6071,

all

respondentsConsumer

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Global

as

of

August

2023Taxi

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users

remember

seeing

ads

in

video

games

more

often

than

otherride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTaxi

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usersinSweden

havecome

across

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portals

Search

engines

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mediaEditorialwebsitesandappsNewslettersOnlinestoresVideo

gamesWebsitesandappsof

brandsVideo

streaming

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usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

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have

youused

in

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past

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months?’’;Multi

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Base:

n=50,

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users,n=532,

ride

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users,

n=12167,

all

respondentsConsumer

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Global

as

of

August

2023Taxi

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users

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

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other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

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/

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the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

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