澳大利亞拼車順風車用戶分析報告：iHail-外文版培訓課件2024.7微信支付寶

CONSUMERS&BRANDSRide

sharing:

iHail

users

inAustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofiHail

users

inAustralia:whotheyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

iHailusers

inAustralia(’’brandusers’’)againstAustralianridesharingusers

ingeneral(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Australia)?

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

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsiHail

is

the

tenth

most

used

ride

sharing

service

in

Australia

with

Uber

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinAustraliaUber73%13cabs38%DiDiSilverTop

TaxiOla31%11%10%Eureka

Taxi8%6%GoCatchHopHop

RideComfortDelGro

SWANTAXIiHail6%6%5%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=1,035

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024The

share

of

ride

sharing

users

using

iHail

declined

by3

percentage

points

sinceQ2

of

2022Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

iHail8%8%7%7%5%5%5%5%4%4%4%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=30

-

64

iHail

users,n=723

-

1035

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024iHail

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsiHail

ismore

popularamong

Millennials

Success

and

career

advancement

areItstands

out

that41%

ofiHail

users

saythey

spendtoomuch

timecommuting.Clubhouseismore

popularamong

iHailusers

thanthe

average

ridesharinguser.thanother

ridesharing

services.relatively

important

to

iHail

users.iHail

ismore

popularamong

maleridesharingusers

thanfemale

ridesharingusers.Family

andparentingarerelativelyprevalent

interests

of

iHailusers.37%

ofiHail

users

areinnovators

orearly

adoptersof

new

products.iHail

usersremember

seeing

adsonblogs

and

forums

more

often

thanother

ridesharingusers.Carsor

vehicles

are

relatively

popularhobbiesamong

iHailusers.Arelatively

highshare

ofiHail

usersthink

thatterrorism

isanissuethatneeds

to

beaddressed.Justlikeridesharing

usersingeneral,iHail

usersare

relatively

unlikely

tohavealow

income.iHail

usersare

more

likely

toliveinlargecitiesthanridesharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+iHail

is

more

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users18%65%18%0%Category

usersAllrespondents27%43%25%5%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=51

iHail

users,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024iHail

is

more

popular

among

male

ride

sharing

users

than

female

ride

sharingusersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users75%25%Category

usersAllrespondents51%50%49%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=51

iHail

users,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

iHail

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia51%35%30%25%20%21%19%18%15%13%11%11%10%6%4%4%2%

2%1%

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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=51

iHail

users,n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Just

like

ride

sharing

users

in

general,

iHail

users

are

relatively

unlikely

to

have

alowincomeDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users37%39%37%26%25%Category

usersAllrespondents36%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=51

iHail

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

iHail

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive57%35%32%20%19%16%14%14%13%12%10%9%

8%8%7%

7%Other6%4%3%

3%2%Two

or

moreSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyrelated

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=51

iHail

users,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024iHail

users

are

more

likely

to

live

in

largecities

than

ride

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia47%29%

29%25%19%

20%19%18%14%13%13%11%10%10%8%8%6%0%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

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=51

iHail

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20248%

of

iHail

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users8%92%88%0%Category

usersAllrespondents10%9%2%88%3%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=51

iHail

users,n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

iHail

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia58%55%49%49%45%43%47%43%42%35%33%32%32%31%30%29%28%26%25%24%22%22%20%14%14%12%11%11%10%8%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsSafety

andsecurityMaking

myown

decisionsSocial

justiceAdvancingmy

careerTraditionsBrand

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=51

iHail

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Family

and

parenting

are

relatively

prevalent

interests

of

iHail

usersConsumer

lifestyle:

main

interestsTop10

interestsofiHail

usersinAustralia53%51%51%47%47%45%43%38%41%41%35%37%37%35%35%

34%30%35%33%33%32%27%26%26%24%23%23%20%14%13%Finance&economyHealth

&fitnessFamily

&parentingVehicles

&mobilityHome

&gardenMovies,TVshows&musicPolitics&societyandcurrentworld

eventsScience

&technologyTravelVIPs&celebritiesBrand

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=51

iHail

users,

n=1,035

ridesharingusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

iHail

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofiHail

usersinAustralia57%50%45%43%43%41%41%39%39%39%38%37%36%36%36%35%35%34%33%32%31%31%31%24%30%30%27%24%22%19%OutdooractivitiesShoppingCars/vehiclesTravelingVideo

gamingReadingCooking/bakingSocializingTech

/computersDoing

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=51

iHail

users,n=1,035

ride

sharingusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024iHail

users

are

more

likely

to

play

badminton

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofiHail

usersinAustralia31%31%29%27%25%24%22%19%18%18%18%13%13%12%12%12%10%11%10%9%9%8%8%8%8%7%

7%6%6%6%BadmintonAustralianFootballCyclingFitness,aerobics,

cardioBasketballGolfDancingCricketHikingHunting

/fishingBrand

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=33

iHail

users,n=503

ride

sharing

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024iHail

users

are

more

likely

to

follow

baseball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byiHailusersinAustralia21%20%18%16%16%16%16%14%14%14%13%12%12%12%10%10%8%8%8%7%7%7%6%6%6%6%5%5%4%4%BaseballAmericanfootballAthletics(track&field)BasketballCricketBoxingAustralianFootballMotorsportsGolfSoccerBrand

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=15

iHail

users,n=382

ride

sharing

users,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

41%

of

iHail

users

say

they

spend

too

much

time

commutingConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustralia67%65%61%57%46%41%38%37%25%23%23%24%20%18%18%Owning

acarisimportant

to

meThepublictransportation

systeminmy

area

isgoodIspend

toomuchtimecommutingIcanimagineusingaself-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=51

iHail

users,n=1,035

ride

sharing

users,n=2,022

all

respondentsConsumer

Insights

Global

as

of

June

202437%

of

iHail

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%38%

38%37%29%27%21%18%16%12%12%12%1%1%0%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=51iHail

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

iHail

users

think

that

terrorism

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toiHailusers61%59%54%53%45%43%38%38%33%37%37%35%

31%29%35%35%33%

34%30%27%31%31%29%28%25%24%24%22%9%

9%ClimatechangeEducationEnvironmentHousingUnemploymentPovertyEconomicsituationHealth

andsocial

securityTerrorismRising

prices/inflation/cost

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=51

iHail

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

iHail

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users12%25%59%4%Category

usersAllrespondents20%20%40%29%25%11%42%14%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=51

iHail

users,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsClubhouse

is

more

popular

among

iHail

users

than

the

average

ride

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand80%77%76%70%59%61%60%60%54%50%40%50%50%40%40%40%40%40%31%27%21%26%22%

23%18%16%7%5%3%

4%YouTube

Clubhouse

PinterestTikTokFacebook

Instagram

SnapchatBrand

usersRedditWeChatX(Twitter)Category

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=10

iHail

users,n=259

ride

sharing

users,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024iHail

users

tend

to

read

daily

newspapers

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks82%77%70%78%76%75%74%67%58%67%67%64%54%63%63%57%55%45%44%37%43%37%43%41%33%28%27%24%24%21%17%17%14%DigitalvideocontentTVDigitalmusiccontentRadioDailynewspapersMagazinesPodcastsMovies

/cinemaOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

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=51

iHail

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024iHail

users

remember

seeing

ads

on

blogs

and

forums

more

often

than

otherride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereiHail

usersinAustralia

havecome

across

digitaladvertisinginthepast4weeks51%49%49%48%47%45%45%41%39%39%39%39%37%37%36%30%35%35%35%34%29%29%28%24%21%19%19%15%14%11%Blogs/forumsWebsitesandappsof

brandsVideo

portals

Search

engines

Onlinestores

Video

streamingservicesPodcastsMusicportalsSocial

mediaEditorialwebsitesandappsBrand

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=51

iHailusers,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024iHail

users

remember

ads

they

saw

in

printed

magazines

and

journals

moreoften

than

other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks57%55%53%52%49%47%47%40%45%44%40%39%37%36%34%34%29%27%26%20%19%17%17%16%OnTVDirectly

inthestoreBy

mailshot

/advertisingmailInprintedmagazinesandjournalsOntheradioOnadvertising

AtthemoviesInprinteddailynewspapersspaces/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

Pick;Base:

n=51

iHailusers,n=1,035

ride

sharing

users,

n=12,120

all

respondent