澳大利亞租車用戶分析報(bào)告：Drive My Car-外文版培訓(xùn)課件2024.7

CONSUMERS&BRANDSCar

sharing:

Drive

My

Car

usersin

AustraliaConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDrive

My

CarusersinAustralia: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,the

report

allows

thereader

toRegion:

56countriesbenchmark

Drive

My

Carusers

inAustralia(’’brandusers’’)

againstAustraliancarsharingusers

ingeneral(’’category

users’’),

and

the

overall

AustralianNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Australia)?

2,000+

forthe

basicsurveyconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Thereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

01Management

summary?

Brand

usage?

Key

insightsDrive

My

Car

is

the

second

most

used

car

sharing

service

in

Australia

afterUberCarshare(Car

Next

Door)

and

has

a

user

share

of

39%Management

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinAustraliaUber

Carshare(CarNext

Door)41%Drive

My

CarDrive

mateFlexicar39%23%21%21%21%GoGetGreenShareCarKINTOSharePopcar14%12%11%TuroStudentCarShare7%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=275

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024The

share

of

carsharing

users

using

Drive

My

Car

grew

by

11

percentage

pointssince

2021Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

Drive

MyCar41%39%39%39%38%38%38%37%36%35%29%28%28%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=68-

109

DriveMy

Carusers,n=177

-

308

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024Drive

My

Car

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDrive

My

Caris

more

popularamongMillennials

thanother

carsharingservices.Ahappy

relationship

isless

important

to

Itstands

out

that42%

ofDrive

My

CarTwitch

ismore

popularamong

Drive

MyCarusers

thantheaverage

carsharinguser.Drive

My

Carusers

than

toothercarsharingusers.users

would

like

to

switch

tomore

eco-friendly

transportation.Compared

toothercarsharingservices,

Vehicles

andmobility

arerelatively17%

ofDrive

My

Carusersare

inthelatemajority

ofinnovation

adoptertypes.Drive

My

Carusers

remember

hearingadsinpodcastsmore

oftenthanothercarsharingusers.Drive

My

Carhasarelatively

high

shareof

maleusers.prevalent

interests

of

Drive

My

Carusers.Drive

My

Carhasalarger

share

ofusers

Carsor

vehicles

are

relatively

popularArelatively

highshare

ofDrive

My

Carusers

think

thatcivil

rightsare

issuesthatneed

to

beaddressed.with

amedium

household

income

thanother

carsharingservices.hobbiesamong

Drive

MyCarusers.Drive

My

Carusers

aremore

likely

toliveinlarge

citiesthan

carsharingusersingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Drive

My

Car

is

more

popular

among

Millennials

than

other

carsharing

servicesDemographic

profile:

generationsAge

of

consumersinAustraliaBrand

users22%62%16%0%Category

usersAllrespondents29%52%16%2%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

DriveMyCar

users,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

services,

Drive

My

Car

has

a

relatively

high

shareof

male

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users69%31%Category

usersAllrespondents63%37%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

Drive

My

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202421%

of

Drive

My

Car

users

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinAustralia37%35%30%21%20%21%20%

20%16%15%15%14%11%9%6%4%2%2%1%

1%

1%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:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

DriveMy

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Drive

My

Car

has

a

larger

share

of

users

with

a

medium

household

income

thanother

car

sharing

servicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users29%45%26%24%Category

usersAllrespondents40%36%33%33%33%HighMiddleLow11

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=107

Drive

My

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

Drive

My

Car

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive50%43%32%20%17%16%13%13%13%12%10%9%9%8%7%6%6%5%4%4%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

Drive

My

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Drive

My

Car

users

are

more

likely

to

live

in

large

cities

than

car

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia38%32%29%20%

20%

20%18%18%16%16%15%14%11%10%8%7%5%

4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=107

DriveMyCar

users,n=275

carsharing

users,

n=12,120

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

20244%

of

Drive

My

Car

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users4%93%3%2%3%Category

usersAllrespondents6%92%9%88%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=107

Drive

My

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

Drive

My

Car

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia55%49%49%45%43%43%41%41%39%35%31%33%32%30%30%

27%25%30%29%28%25%20%20%19%18%14%14%12%12%11%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsMaking

myown

decisionsSafety

andsecuritySocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=107

DriveMy

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

Drive

My

Car

usersConsumer

lifestyle:

main

interestsTop10

interestsofDrive

MyCar

usersinAustralia51%43%40%43%42%41%41%39%38%38%34%30%34%33%29%28%29%33%27%32%32%31%31%30%28%28%25%22%25%20%Health

&fitnessMovies,TVshows&musicFood

&diningTravelFashion&beautyVehicles

&mobilityScience

&technologyHome

&gardenSportsArts&literatureBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

DriveMy

Carusers,n=275

carsharing

users,n=12,120

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

Drive

My

Car

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDriveMy

Car

usersinAustralia36%37%39%37%39%39%31%38%38%36%36%36%36%35%30%35%34%33%33%32%30%30%29%29%

29%28%25%24%24%19%OutdooractivitiesTravelingCooking/bakingCars/vehiclesVideo

gamingDoing

sportsandfitnessShoppingSocializingDIYandarts&craftsReadingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=107

Drive

My

Carusers,n=275

carsharing

users,n=12,120

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Drive

My

Car

users

are

more

likely

to

play

australian

football

than

other

carsharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDrive

MyCar

usersinAustralia26%21%19%17%17%13%17%15%15%15%14%13%13%12%12%11%11%11%11%11%10%10%Golf10%9%8%8%8%6%6%6%AustralianFootballBasketballFitness,aerobics,

cardioBadmintonDancingRunning/joggingCricketCyclingHikingBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=55

DriveMy

Carusers,n=128

carsharingusers,n=4,799

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

Drive

My

Car

users

followboxing

fights

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byDriveMyCar

usersinAustralia18%17%15%14%11%13%13%12%12%12%12%10%11%10%9%9%9%9%8%8%6%6%7%7%7%7%6%4%4%4%BasketballAustralianFootballAmericanfootballBoxingSoccerCricketBaseballAthletics(track&

field)MotorsportsRugbyBrand

usersCategory

usersAllrespondents20

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=31

Drive

My

Carusers,n=77

carsharingusers,n=3,931

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21It

stands

out

that

42%

of

Drive

My

Car

users

would

like

to

switch

to

more

eco-friendly

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustralia51%46%42%38%36%36%31%27%

27%23%22%

22%21%20%18%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveDriving

cars

isbadfortheenvironmenttransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

Drive

My

Carusers,n=275

carsharing

users,n=2,022

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202417%

of

Drive

My

Car

users

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia45%43%38%29%24%22%21%17%17%16%14%12%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=107

Drive

My

Carusers,n=275carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Drive

My

Car

users

think

that

civil

rights

are

issues

thatneed

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toDriveMy

Car

users61%53%40%40%37%37%33%30%34%33%32%28%25%27%

31%25%29%25%

29%23%28%

28%28%24%23%23%22%21%17%13%HousingClimatechange

Environment

UnemploymentEconomicsituationCivilrightsPovertyRising

prices/inflation/cost

of

livingEducationHealth

andsocial

securityBrand

usersCategory

usersAllrespondents24

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=107

DriveMy

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

Drive

My

Car

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users12%31%54%3%Category

usersAllrespondents16%37%43%5%20%42%25%14%LeftCenterRightPrefer

notto

answer25

Notes: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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=107

DriveMy

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsTwitch

is

morepopular

among

Drive

My

Car

users

than

the

average

carsharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand81%83%76%73%72%60%60%59%47%57%40%54%43%36%26%36%30%28%26%27%23%23%

20%23%23%22%21%16%14%8%Facebook

InstagramTikTokYouTubeSnapchat

X(Twitter)

PinterestLinkedInRedditTwitchBrand

usersCategory

usersAllrespondents27

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=30

DriveMyCar

users,

n=90

carsharing

users,

n=3009

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Drive

My

Car

users

tend

to

go

to

the

movies

more

often

than

car

sharing

usersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks79%78%70%74%

74%71%69%64%63%63%57%55%60%56%54%50%37%49%47%41%39%39%38%37%36%33%31%17%25%24%24%24%14%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentRadioPodcastsMagazinesDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=107

DriveMyCar

users,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Drive

My

Car

users

remember

hearing

ads

in

podcasts

more

often

than

othercar

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDriveMy

Car

usersinAustralia

havecome

across

digital

advertisinginthepast4weeks48%44%45%44%43%

43%35%42%42%41%39%39%36%36%29%35%

34%28%34%33%32%30%29%29%29%24%21%19%14%11%Social

media

Search

engines

Video

portalsPodcastsOnlinestoresEditorialwebsitesandappsWebsitesandappsof

brandsVideo

streaming

MusicportalsservicesBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

Drive

My

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Drive

My

Car

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

carsharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks50%49%47%46%38%43%43%42%41%41%39%34%38%36%34%34%33%28%26%22%21%20%17%16%OnTVAtthemovies/cinemaDirectly

inthe

storeOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=107

DriveMy

Carusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights