德國(guó)租車用戶分析報(bào)告：app2drive-外文版培訓(xùn)課件2024.7

CONSUMERS&BRANDSCar

sharing:

App2drive

users

inGermanyConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofApp2drive

users

inGermany:

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

tobenchmark

App2driveusers

inGermany

(’’brandusers’’)

againstGerman

carsharingusers

ingeneral(’’category

users’’),

and

the

overall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Germany)?

2,000+

forthe

basicsurveyThereport

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

insightsApp2drive

is

the

seventh

most

used

carsharing

service

in

Germany

with

SHARENOW

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinGermanySHARE

NOWMILES31%26%24%SixtShareFlinkster21%cambiocarsharingFord

CarsharingApp2drive20%19%19%18%Hertz

24/7WeShare16%stadtmobil13%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=544

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024The

share

of

carsharing

users

using

App2drive

grew

by4

percentage

pointssince

2021Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

App2drive23%23%22%22%21%19%19%19%19%19%18%17%15%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=31-

121

App2drive

users,n=203

-

544

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsApp2drive

ismore

popularamongMillennials

thanother

carsharingservices.Being

successful

ismore

important

toApp2drive

users

thanto

other

carsharingusers.Itstands

out

that42%

ofApp2driveusers

canimagineusingaself-drivingtaxi.Snapchatis

more

popularamongApp2drive

usersthanthe

average

carsharinguser.App2drive

ismore

popularamongfemale

carsharingusers

than

male

carsharingusers.Traveling

isarelatively

prevalentinterest

of

App2driveusers.40%

ofApp2drive

users

areinnovatorsor

early

adopters

ofnew

products.App2drive

users

remember

seeing

adson

blogs

and

forums

more

often

thanother

carsharingusers.Carsor

vehicles

are

relatively

popularhobbiesamong

App2driveusers.Arelatively

highshare

ofApp2driveusers

think

thatcrime

isanissuethatneeds

to

beaddressed.App2drive

hasalarger

shareof

userswith

ahigh

income

than

other

carsharingservices.App2drive

users

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

theaverage

consumer.6Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+App2drive

is

morepopular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users26%25%65%8%

1%Category

usersAllrespondents58%15%2%19%33%34%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=102

App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

is

morepopular

among

femalecarsharing

users

than

male

carsharing

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users41%59%Category

usersAllrespondents53%47%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=102

App2drive

users,n=544

carsharing

users,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202463%

of

App2drive

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany42%32%31%24%20%17%17%17%15%13%13%13%11%10%9%6%3%2%

2%2%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=102

App2drive

users,

n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

has

a

larger

share

of

users

with

a

high

income

than

other

car

sharingservicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users58%23%19%Category

usersAllrespondents50%28%22%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=102

App2drive

users,n=544

carsharing

users,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

App2drive

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live58%43%29%25%25%19%16%17%10%9%9%7%7%6%6%4%

4%Other3%

3%Multi-generationalfamily2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

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=102

App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

the

average

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany36%36%33%31%25%23%21%16%15%14%14%14%12%5%5%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=102

App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202410%

of

App2drive

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users10%11%89%1%Category

usersAllrespondents85%4%7%86%8%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=102

App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

more

important

to

App2drive

users

than

to

other

car

sharingusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%48%42%42%40%39%35%39%36%36%36%33%31%31%30%29%28%27%23%24%24%21%20%18%16%16%

11%11%10%AhappyrelationshipTobesuccessfulSafety

andsecurityHavingagood

timeAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsSocial

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=102App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

prevalent

interest

of

App2drive

usersConsumer

lifestyle:

main

interestsTop10

interestsofApp2driveusersinGermany61%47%48%50%50%45%47%47%46%45%45%45%45%44%44%41%41%40%38%38%38%37%34%31%31%31%28%27%25%14%TravelMovies,TVshows&musicSportsFood

&diningCareer

&educationHealth

&fitnessFashion&beautyScience

&technologyGaming

&eSportsFamily

&parentingBrand

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=102

App2drive

users,n=544

carsharing

users,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

App2drive

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofApp2drive

usersinGermany52%49%50%49%49%48%48%47%46%38%39%44%44%42%42%

42%35%41%40%40%38%37%35%29%34%30%29%24%19%18%Cooking/bakingSocializingTravelingOutdooractivitiesTech

/computersCars/vehiclesDoing

sportsandfitnessReadingVideo

gamingPhotographyBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=102

App2drive

users,n=544

carsharing

users,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

users

are

more

likely

to

play

basketball

than

other

carsharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofApp2driveusersinGermany30%28%27%27%26%26%25%23%23%22%22%22%21%20%19%18%19%16%16%15%15%15%15%11%10%9%9%6%6%4%Running/joggingSwimming/DivingBasketballCyclingFitness,aerobics,

cardioBadmintonDancingTennisSoccerYoga

/pilatesBrand

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=57

App2drive

users,n=324

carsharing

users,n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

users

are

more

likely

to

follow

American

football

than

other

carsharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byApp2drive

usersinGermany29%27%26%26%25%22%21%17%16%16%15%14%14%13%12%10%10%10%10%9%9%8%7%7%7%7%7%7%6%3%SoccerAmericanfootballBasketballBoxingTennisMotorsportsCyclingAthletics(track&

field)MixedMartial

ArtsHandballBrand

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=48

App2drive

users,n=222

carsharingusers,n=12,212

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

App2drive

users

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany47%44%44%

44%42%37%37%35%33%33%32%27%26%23%19%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicIcanimagineusingaself-driving

taxiDriving

cars

isbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

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=102

App2drive

users,

n=544

carsharing

users,n=5,991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202440%

of

App2drive

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany46%40%38%37%36%22%16%16%13%10%10%10%3%Innovators2%1%Early

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=102

App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

App2drive

users

think

that

crime

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

App2drive

users54%43%40%38%34%39%38%37%37%35%31%

31%36%34%30%34%34%35%33%32%31%30%30%28%22%26%26%24%23%22%Climatechange

UnemploymentHealth

andsocial

securityCrimeEnvironmentEconomicsituationHousingRising

prices/inflation/cost

of

livingEducationCivilrightsBrand

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=102

App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

App2drive

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users22%22%20%34%41%30%3%Category

usersAllrespondents39%9%43%19%18%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=102

App2drive

users,

n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsSnapchat

is

morepopular

among

App2drive

users

than

the

average

carsharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand71%62%63%63%59%59%59%58%57%47%43%37%41%34%41%29%17%33%24%29%26%22%18%12%13%14%12%12%10%6%Facebook

Instagram

YouTubeTikTokLinkedInSnapchatPinterest

X(Twitter)AllrespondentsRedditTwitchBrand

usersCategory

users27

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=17

App2drive

users,n=136

carsharing

users,n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

users

tend

to

go

to

the

movies

more

often

than

car

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks79%72%

78%77%67%72%72%61%

66%65%65%62%62%58%56%54%52%51%49%40%49%48%47%37%43%35%44%31%30%28%27%27%18%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentRadioPodcastsDailynewspapersMagazinesOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

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=102

App2drive

users,n=544

carsharing

users,n=35,985all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

users

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

car

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereApp2driveusersinGermany

have

come

across

digital

advertisinginthe

past4weeks52%49%48%46%46%45%44%38%43%41%38%42%41%40%39%38%37%35%35%24%34%34%29%28%28%23%22%17%14%11%Video

streaming

Video

portalsservicesOnlinestoresSocial

mediaVideo

gamesBlogs/forumsSearch

enginesWebsitesandappsof

brandsMusicportalsPodcastsBrand

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=102

App2drive

users,n=544

carsharingusers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024App2drive

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

carsharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks50%43%43%

43%43%40%39%35%39%39%39%37%37%

36%31%35%35%28%35%34%33%25%24%15%Atthemovies/cinemaOntheradioOnTVDirectly

inthe

storeInprintedmagazinesandjournalsBy

mailshot

/advertisingmailInprinteddailynewspapersOnadvertisingspaceson

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=102

App2drive

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STATISTACONSUMER

INSIGHTSUnde