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CONSUMERS&BRANDSRide

sharing:

Eureka

Taxi

usersin

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofEureka

Taxiusers

in

Australia: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

toRegion:

56countriesbenchmark

Eureka

Taxiusers

inAustralia(’’brandusers’’)

againstAustralianridesharing

usersingeneral(’’category

users’’),

and

theoverall

AustralianNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Australia)?

2,000+

forthebasicsurveyconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Thereport

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

insightsEureka

Taxi

is

the

sixth

most

used

ride

sharing

service

in

Australia

with

Uber

infirst

placeManagement

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

2024Eureka

Taxi

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsEureka

Taxiis

more

popularamongMillennials

thanother

ridesharingservices.Ahappy

relationship

isless

important

to

Itstands

out

that57%

ofEureka

TaxiWeChat

ismore

popularamong

EurekaTaxiusers

thantheaverage

ridesharinguser.Eureka

Taxiusers

than

toother

ridesharingusers.users

think

thatthepublictransportation

system

intheirarea

isgood.Eureka

Taxiis

more

popularamongmale

ridesharingusers

than

femaleridesharing

users.Vehicles

andmobility

arerelativelyEureka

Taxiusers

remember

seeing

adsinnewsletters

more

often

thanotherridesharing

users.prevalent

interests

of

Eureka

Taxiusers.

35%

ofEureka

Taxiusers

areinnovatorsor

early

adopters

ofnew

products.Carsor

vehicles

are

relatively

popularEureka

Taxihasasmaller

shareof

users

hobbiesamong

Eureka

Taxiusers.with

amedium

household

income

thanother

ridesharingservices.Arelatively

highshare

ofEureka

Taxiusers

think

thatcivil

rightsare

issuesthatneed

to

beaddressed.Eureka

Taxiusers

are

more

likely

to

liveinmegacities

than

ridesharing

usersingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Eureka

Taxi

ismore

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users16%67%43%17%0%Category

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

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Eureka

Taxi

ismore

popular

among

male

ride

sharing

users

than

female

ridesharing

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users73%27%Category

usersAllrespondents51%50%49%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Eureka

Taxi

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia41%35%30%27%20%21%19%18%15%13%11%11%11%9%7%5%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

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=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Eureka

Taxi

has

a

smaller

share

of

users

with

a

medium

household

income

thanother

ride

sharing

servicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users41%31%36%28%Category

usersAllrespondents39%25%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=82

EurekaTaxiusers,

n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

Eureka

Taxi

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive65%35%32%20%19%16%14%12%

13%10%9%

8%9%7%

7%Other6%5%4%3%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

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=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Eureka

Taxi

users

are

more

likely

to

live

in

megacities

than

ride

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia40%29%

29%26%19%

20%19%18%18%14%13%13%11%8%9%6%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=82

EurekaTaxiusers,n=1,035

ride

sharingusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20245%

of

Eureka

Taxi

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users5%93%2%2%3%Category

usersAllrespondents10%88%9%88%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=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

Eureka

Taxi

users

than

to

other

ridesharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia58%55%49%45%42%43%40%39%38%37%32%30%35%35%33%32%28%29%26%26%25%24%22%14%14%12%11%11%8%6%Havingagood

timeSafety

andsecurityAnhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipLearningnew

thingsMaking

myown

decisionsSocial

justiceAdvancingmy

careerTraditionsBrand

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=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

Eureka

Taxi

usersConsumer

lifestyle:

main

interestsTop10

interestsofEurekaTaxi

usersinAustralia53%51%49%48%47%43%43%41%41%38%38%38%35%37%37%35%31%34%33%32%32%27%32%30%30%29%26%20%17%14%Health

&fitnessMovies,TVshows&musicFood

&diningVehicles

&mobilityHome

&gardenTravelFinance&economySportsHistoryGaming

&eSportsBrand

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=82

EurekaTaxiusers,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

Eureka

Taxi

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofEurekaTaxi

usersinAustralia48%48%45%36%44%43%39%39%38%36%36%35%34%34%29%32%32%31%31%31%30%30%30%30%29%27%24%24%22%19%ShoppingTravelingOutdooractivitiesDoing

sportsandfitnessCars/vehiclesVideo

gamingSocializingTech

/computersGardeningandplantsReadingBrand

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=82

EurekaTaxiusers,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Eureka

Taxi

users

are

more

likely

to

play

badminton

than

other

ride

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofEureka

TaxiusersinAustralia35%33%24%21%20%20%19%13%15%15%15%13%13%13%12%10%12%12%10%11%10%9%8%8%8%8%7%

7%6%6%BadmintonAustralianFootballBasketballCyclingFitness,aerobics,

cardioRunning/joggingDancingHunting

/fishingGolfHikingBrand

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=49

EurekaTaxiusers,n=503

ride

sharing

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024Eureka

Taxi

users

are

more

likely

to

follow

baseball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byEurekaTaxiusersinAustralia21%18%17%16%16%15%14%14%13%12%12%12%11%10%10%9%8%7%7%7%6%6%6%6%5%5%5%4%4%4%AustralianFootballBasketballBaseballAmericanfootballAthletics(track&field)BoxingCricketSoccerCyclingGolfBrand

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=26

EurekaTaxiusers,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?

Politics20Itstands

out

that

57%

of

Eureka

Taxi

users

think

that

the

public

transportationsystem

in

their

area

is

goodConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustralia67%65%60%57%46%38%32%26%23%23%24%21%20%18%18%Owning

acarisimportant

to

meThepublictransportation

systeminmy

area

isgoodIcanimagineusingaself-driving

taxiIspend

toomuchtimecommutingThere

are

notenough

parkingspaceswhere

IliveBrand

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=82

EurekaTaxiusers,n=1,035

ride

sharingusers,n=2,022

all

respondentsConsumer

Insights

Global

as

of

June

202435%

of

Eureka

Taxi

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia38%

38%33%32%29%27%24%21%18%16%12%9%2%1%1%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=82EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Eureka

Taxi

users

think

that

civil

rights

are

issues

thatneed

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toEurekaTaxiusers54%53%39%38%38%37%37%33%29%34%31%28%31%30%29%29%28%28%27%24%21%19%23%21%20%18%15%13%

13%13%Environment

ClimatechangeEducationHealth

andsocial

securityHousingPovertyCivilrightsDefense

&foreign

affairsImmigrationEconomicsituationBrand

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=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

Eureka

Taxi

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users6%35%56%2%Category

usersAllrespondents20%20%40%29%25%11%42%14%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=82

EurekaTaxiusers,n=1,035

ride

sharingusers,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsWeChat

is

more

popular

among

Eureka

Taxi

users

than

the

average

ride

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand77%76%70%70%61%61%60%59%54%50%40%48%48%30%31%25%27%21%26%26%22%17%23%18%22%

22%17%16%7%5%FacebookTikTokYouTube

Instagram

X(Twitter)WeChatLinkedInSnapchatPinterestRedditBrand

usersCategory

usersAllrespondents26

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=23

EurekaTaxiusers,n=259

ride

sharing

users,

n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024Eureka

Taxi

users

tend

to

go

to

the

movies

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks83%82%78%74%77%70%72%70%64%54%59%58%57%56%55%50%44%37%43%37%44%43%41%33%28%27%24%24%24%17%14%21%17%TVDigitalvideocontentMovies

/cinemaDigitalmusiccontentMagazinesRadioPodcastsOnlinenewswebsitesOnlinemagazinesDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents27

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=82

EurekaTaxiusers,

n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Eureka

Taxi

users

remember

seeing

ads

in

newsletters

more

often

than

otherride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereEurekaTaxi

usersinAustraliahavecome

across

digitaladvertisinginthepast4weeks51%48%41%48%43%41%39%38%38%37%37%36%35%35%34%29%34%33%30%29%28%26%24%24%21%19%19%14%13%11%Video

portalsWebsitesandappsof

brandsVideo

streaming

Video

gamesservicesEditorialwebsitesandappsSearch

engines

OnlinestoresPodcastsMusicportalsNewslettersBrand

usersCategory

usersAllrespondents28

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=82

EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Eureka

Taxi

users

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks57%52%47%46%44%43%43%41%40%40%39%40%36%34%34%29%29%27%26%20%19%17%17%16%OnTVAtthemovies/cinemaInprintedmagazinesandjournalsOnadvertising

By

mailshot

/Directly

inthestoreOntheradioInprinteddailynewspapersspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents29

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=82EurekaTaxiusers,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

G