法國(guó)航空公司阿聯(lián)酋航空emirates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&BRANDSAirlines:

Emirates

customers

inFranceConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofEmirates

customers

in

France:

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

Emirates

customers

inFrance(’’brandusers’’)

againstFrench

airlinecustomers

ingeneral(’’category

users’’),

and

theoverall

French

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

France)?

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

8%,

Emirates

is

one

of

the

top

5

airlines

in

FranceManagement

summary:

brandusageand

competitionTop10

most

used

airlinesinFranceAirFranceeasyJet54%26%Ryanair15%Transavia12%Emirates8%6%6%6%5%5%VuelingBritish

AirwaysLufthansaAirCorsicaTurkishAirlines4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=668,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

airline

customers

using

Emirates

declined

by

1

percentage

pointsince

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

airlinecustomers

using

Emirates9%9%8%8%7%6%6%6%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=30

-

51

Emirates

customers,n=322

-

668

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:Emirates

customers

in

FranceManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsEmirates

ismore

popularamongMillennials

thanother

airlines.Success

and

career

advancement

arerelatively

important

to

Emiratescustomers.Itstands

out

that43%

ofEmiratescustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.Emirates

customers

access

theinternetviaatabletmore

often

thanthe

averageairlinecustomer.Emirates

ismore

popularamong

maleairlinecustomers

thanfemale

airlinecustomers.Vehicles

andmobility

arerelativelyprevalent

interests

of

Emiratescustomers.Onsocial

media,

Emirates

customersinteract

with

companies

more

oftenthan

other

airlinecustomers.55%

ofEmirates

customers

areintheearly

majority

ofinnovation

adoptertypes.Emirates

hasalarger

share

ofcustomers

with

ahigh

income

thanother

airlines.Making

musicisarelatively

popularhobbyamong

Emirates

customers.Emirates

customers

remember

seeingadsinonlinestores

more

often

thanArelatively

highshare

ofEmiratescustomers

thinkthathousingisanissue

other

airlinecustomers.thatneeds

to

beaddressed.Emirates

customers

are

more

likely

toliveinlarge

citiesthan

airline

customersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Emirates

ismore

popular

among

Millennials

than

other

airlinesDemographic

profile:

generationsAgeof

consumersinFranceBrand

users24%24%55%12%10%11%Category

usersAllrespondents38%27%21%33%33%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Emirates

customers,n=668,

airline

customers,n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Emirates

ismore

popular

among

male

airline

customers

than

female

airlinecustomersDemographic

profile:

genderGenderofconsumersinFranceBrand

users65%35%Category

usersAllrespondents53%47%49%52%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202355%

of

Emirates

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinFrance33%26%25%23%22%20%19%18%16%15%15%14%14%12%10%8%3%2%3%1%0%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

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Emirates

has

a

larger

share

of

customers

with

a

high

income

than

other

airlinesDemographic

profile:

incomeShare

ofconsumersinFrance

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%26%21%Category

usersAllrespondents44%32%24%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

airlines

have

youbookeda

flight

from

in

thepast

12

months?";

Multi

Pick;Base:

n=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Emirates

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinFrancelive49%40%35%24%22%20%19%16%12%12%10%9%9%

9%4%4%2%

2%Other1%

1%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

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

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=51,

Emirates

customers,n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Emirates

customers

are

more

likely

to

live

in

large

cities

than

airline

customers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinFrance33%26%25%24%24%24%24%22%20%18%18%14%11%10%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Emirates

customers,n=668,

airline

customers,n=12165,

allrespondentsConsumer

Insights

Global

as

of

August

20234%

of

Emirates

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinFranceBrand

users4%92%4%Category

usersAllrespondents6%85%9%7%82%11%YesNoWould

rathernot

say14

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=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

EmiratescustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinFrance63%57%56%52%46%45%

45%43%43%40%35%34%33%27%32%31%28%25%24%18%14%12%16%16%14%12%11%9%8%9%AhappyrelationshipTobesuccessfulHavingagood

timeAnhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsSocial

justiceAdvancingmy

careerMaking

myown

decisionsTraditionsBrand

usersCategory

usersAllrespondents16

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=51,Emiratescustomers,n=668,

airline

customers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Emirates

customersConsumer

lifestyle:

main

interestsTop10

interestsofEmirates

customers

inFrance64%59%50%49%49%47%43%40%43%

42%42%41%39%39%33%33%37%35%34%33%31%29%29%27%27%

24%22%23%21%18%TravelMovies,TVshows&musicSportsFashion&beautyHealth

&fitnessVehicles

&mobilityFinance&economyHome

&gardenFood

&diningArts&literatureBrand

usersCategory

usersAllrespondents17

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=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

allrespondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Emirates

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofEmirates

customers

inFrance62%53%45%43%36%42%

42%41%39%38%33%34%33%33%31%31%30%29%29%28%27%27%27%25%24%21%17%17%16%13%TravelingOutdooractivitiesDoing

sportsandfitnessCooking/bakingVideo

gamingCars/vehiclesMaking

musicReadingSocializingPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

allrespondentsConsumer

Insights

Global

as

of

August

2023Emirates

customers

are

more

likely

to

play

badminton

than

other

airlinecustomersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofEmirates

customers

inFrance24%21%19%17%16%16%

16%11%16%15%14%13%13%12%11%10%10%10%10%10%9%9%8%7%6%5%4%3%2%2%SoccerBadmintonCyclingHikingRunning/JoggingAmericanFootball

/FlagFootballBasketballFitness,aerobics,cardioGolfSwimming/DivingBrand

usersCategory

usersAllrespondents19

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=28,

Emirates

customers,n=348,

airlinecustomers,n=5414,

all

respondentsConsumer

Insights

Global

as

of

August

2023Emirates

customers

are

more

likely

to

follow

boxing

than

other

airlinecustomersConsumer

lifestyle:

sports

followedTop10

sports

followed

byEmirates

customers

inFrance35%31%25%24%20%20%17%12%16%15%14%14%12%11%10%10%10%9%9%9%8%8%8%7%7%5%5%4%3%3%SoccerBasketballBoxingTennisCyclingRugbyHandballAthletics(track&

field)AmericanfootballGymnasticsBrand

usersCategory

usersAllrespondents20

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=25,

Emiratescustomers,n=278,

airlinecustomers,n=4129,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

43%

of

Emirates

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inFrance63%55%53%51%50%48%43%41%38%35%33%29%26%25%20%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainability

traveling,Ialways

lookcarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

itcomes

toisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=51,

Emiratescustomers,n=668,

airline

customers,n=2033,

allrespondentsConsumer

Insights

Global

as

of

August

202355%

of

Emirates

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinFrance55%42%40%25%25%22%

22%20%17%10%10%8%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Emirates

customers

think

that

housing

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoEmirates

customers62%

61%51%43%41%46%41%39%44%43%41%37%37%42%41%41%39%33%33%38%37%37%36%35%26%33%31%31%29%28%Rising

prices/inflation/cost

of

livingCrimePovertyClimatechangeHousingEnvironmentEconomicsituationUnemploymentTerrorismEducationBrand

usersCategory

usersAllrespondents24

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=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Emirates

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinFranceBrand

users18%25%45%12%Category

usersAllrespondents23%30%27%30%17%23%28%22%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Emiratescustomers,n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsEmirates

customers

access

the

internet

via

a

tablet

more

often

than

the

averageairline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinFranceuseregularlyto

accesstheinternet94%92%89%81%73%70%63%59%53%50%47%45%43%43%35%35%31%31%29%28%27%24%23%21%18%16%16%SmartphoneLaptopTabletDesktop

PCBrand

usersGaming

consoleCategory

usersSmart

TVSmart

speakersSmartwatchStreaming

deviceAllrespondents27

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=51,

Emiratescustomers,n=668,

airlinecustomers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Emirates

customers

interact

with

companies

more

often

thanother

airline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinFrance

by

type63%60%54%59%55%52%43%51%47%44%43%41%39%33%39%

39%38%35%33%26%31%28%22%25%21%23%22%17%13%18%9%10%10%6%4%4%Sentprivate

Commented

Liked

postsLikedcompanypostsPostedpictures/videosFollowedpeopleFollowedcompaniesSharedpostsbyother

usersPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessageson

postsbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

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=51,

Emiratescustomers,

n=668,airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Emirates

customers

tend

to

read

weekly

newspapers

more

often

than

airlinecustomers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks83%81%80%77%72%57%71%69%60%

60%62%58%54%46%45%42%29%42%42%38%38%

34%38%28%36%35%33%22%32%26%23%18%15%Movies

/cinemaTVRadioDigitalvideocontentPodcastsDailynewspapersOnlinenews

Digitalmusicwebsites

contentMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

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=51,

Emiratescustomers,

n=668,

airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Emirates

customers

remember

seeing

ads

in

online

stores

more

often

thanother

airline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereEmirates

customers

inFrance

havecome

across

digitaladvertisinginthepast4weeks45%41%39%39%38%33%37%37%37%35%35%33%31%31%29%27%25%25%25%24%25%22%19%23%22%21%19%15%18%18%Search

engines

OnlinestoresVideo

portals

Video

streamingservicesWebsitesandappsof

brandsOtherappsSocial

mediaEditorialwebsitesandappsVideo

gamesMusicportalsBrand

usersCategory

usersAllrespondents30

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=51,

Emirates

customers,n=668,airline

customers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Emirates

customers

remember

ads

they

saw

out-of-home

more

often

thanother

airline

customersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinFrancehavecome

across

non-digital

advertisinginthepast4weeks60%57%55%53%41%35%41%34%40%35%25%35%33%

33%32%32%30%29%20%24%23%22%21%15%OnTVOnadvertisingspacesDirectly

inthestoreAtthemovies

By

mailshot

/InprintedmagazinesandjournalsOntheradioInprinteddailynewspapers/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Bas