德國(guó)汽車租賃用戶分析報(bào)告：GREEN MOTION租車-外文版培訓(xùn)課件2024.7

CONSUMERS&BRANDSCar

rental:

Green

Motioncustomers

in

GermanyConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGreen

Motion

customers

inGermany:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

toNumberof

respondents:benchmark

Green

Motion

customers

inGermany(’’brandusers’’)

againstGerman

carrental

bookers

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

the

extended

survey(including

Germany)?

2,000+

forthe

basicsurveySample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

01Management

summary?

Brand

usage?

Key

insightsGreen

Motion

ranks

outside

the

top

10

of

most

used

car

rental

providers

inGermanyManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinGermanyEuropcarSixt31%26%Avis19%BHertz17%17%16%Enterprise

Rent-A-CarBuchbinderBudget13%11%10%10%Dollar

CarRentalbilliger-mietwagen.de4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=802

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024The

current

share

of

car

rental

bookers

using

Green

Motion

is

fairly

similar

to

Q4of

2022Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

GreenMotion7%7%6%6%6%5%2022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=35-

60

Green

Motion

customers,n=706

-

824

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGreen

Motion

is

more

popularamongMillennials

thanother

carrentalproviders.Ahappy

relationship

isless

important

to

Itstands

out

that59%

ofGreen

MotionPinterest

ismore

popularamong

GreenMotion

customers

thantheaverage

carrental

booker.Green

Motion

customers

thanto

othercarrental

bookers.customers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.Green

Motion

is

more

popularamongFamily

andparentingarerelativelyGreen

Motion

customers

rememberseeing

adson

blogs

and

forums

moreoften

than

other

carrental

bookers.female

carrental

bookers

than

male

car

prevalent

interests

of

Green

Motion45%

ofGreen

Motion

customers

areinnovators

or

early

adopters

ofnewproducts.rental

bookers.customers.Green

Motion

hasasmaller

shareofcustomers

with

amedium

householdincome

thanothercarrental

providers.Photography

isarelatively

popularhobbyamong

Green

Motion

customers.

Arelatively

highshare

ofGreen

Motioncustomers

thinkthatfood

&watersecurity

isanissuethatneeds

tobeaddressed.Green

Motion

customers

are

more

likelytoliveincitieswith

over

1millioninhabitants

than

carrental

bookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Green

Motion

is

morepopular

among

Millennials

than

other

car

rentalprovidersDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users18%75%4%

4%Category

usersAllrespondents20%45%28%7%19%33%34%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=51

GreenMotion

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

is

morepopular

among

femalecar

rental

bookers

than

male

carrental

bookersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users39%61%Category

usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51

GreenMotioncustomers,

n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Green

Motion

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany47%31%24%23%21%22%20%19%17%13%13%12%11%8%6%4%3%2%2%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

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=51

Green

Motion

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

has

a

smaller

share

of

customers

with

a

medium

householdincome

than

other

car

rental

providersDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users59%20%27%20%Category

usersAllrespondents55%18%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=51

GreenMotioncustomers,

n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Green

Motion

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live49%38%29%28%25%25%25%13%10%8%7%8%7%6%4%4%4%4%3%2%2%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

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=51

GreenMotion

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

car

rental

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany35%33%31%25%23%23%22%21%16%16%14%14%10%10%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=51

GreenMotion

customers,n=802

carrentalbookers,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

20242%

of

Green

Motion

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users2%96%2%Category

usersAllrespondents7%89%4%7%86%8%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=51

GreenMotion

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

Green

Motion

customers

than

to

othercar

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%41%42%42%37%36%39%37%36%35%35%35%34%33%29%29%29%28%20%27%24%24%21%18%16%12%14%11%10%Havingagood

timeAnhonest

andrespectable

lifeAhappyrelationshipLearningnew

thingsSafety

andsecurityTobesuccessfulAdvancingmy

careerMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=51GreenMotion

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Family

and

parenting

are

relativelyprevalent

interests

of

Green

MotioncustomersConsumer

lifestyle:

main

interestsTop10

interestsofGreenMotion

customers

inGermany61%54%55%53%50%47%45%50%49%47%47%46%45%45%45%43%41%39%39%38%35%35%34%34%32%27%25%25%25%20%Movies,TVshows&musicTravelVehicles

&mobilityFamily

&parentingSportsFood

&diningHome

&gardenHealth

&fitnessFashion&beautyArts&literatureBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=51

GreenMotion

customers,n=802

carrentalbookers,

n=35,985all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Photography

is

a

relatively

popular

hobby

among

Green

Motion

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGreenMotion

customers

inGermany58%57%55%55%54%53%51%49%

46%44%48%47%43%43%42%40%40%39%38%35%34%33%31%26%24%24%23%19%18%16%TravelingOutdooractivitiesReadingCars/vehiclesCooking/bakingPhotographySocializingDoing

sportsandfitnessMeditation/wellnessDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51

GreenMotioncustomers,

n=802

carrentalbookers,

n=35,985all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

are

more

likely

to

play

basketball

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGreenMotion

customers

inGermany31%31%29%29%29%29%28%27%27%26%24%24%22%22%20%19%18%18%18%16%15%15%15%12%12%10%9%9%6%6%BadmintonBasketballCyclingDancingFitness,aerobics,

cardioSwimming/DivingHikingYoga

/pilatesSoccerRunning/joggingBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=35

GreenMotion

customers,n=513

carrentalbookers,

n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

are

more

likely

to

followbasketball

than

other

carrental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGreenMotion

customersinGermany35%33%29%26%24%20%20%18%18%18%17%14%14%14%13%13%13%11%11%10%9%8%8%7%7%7%7%7%6%4%SoccerBasketballAmericanfootballHandballTennisBoxingCyclingSwimming/divingAthletics(track&

field)MotorsportsBrand

usersCategory

usersAllrespondents20

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=24

Green

Motion

customers,n=372

carrentalbookers,

n=12,212

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21It

stands

out

that

59%

of

Green

Motion

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inGermany60%59%57%55%54%49%45%42%40%39%33%

33%28%22%17%When

itcomes

toWhen

I’mon

vacation,When

I’mtraveling,IIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,Ialways

lookforthecheapest

offertraveling,sustainability

Iusemy

smartphone

book

accommodations,isimportant

tomeasaguidecarrentals,etc.spontaneously

viamysmartphoneBrand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51

Green

Motion

customers,n=802

carrentalbookers,

n=5,991

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202445%

of

Green

Motion

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany41%39%37%37%36%23%20%16%14%13%10%6%4%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=51

GreenMotion

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Green

Motion

customers

think

that

food

&

watersecurity

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

GreenMotion

customers54%51%51%43%37%37%41%33%34%39%34%39%39%39%37%37%37%

37%37%35%35%32%

35%29%31%31%27%26%18%16%Environment

ClimatechangeFood

andwater

securityRising

prices/inflation/cost

of

livingEducationHealth

andsocial

securityUnemploymentCrimeEconomicsituationPovertyBrand

usersCategory

usersAllrespondents24

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=51

GreenMotion

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Green

Motion

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users16%43%39%25%2%Category

usersAllrespondents20%45%10%20%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=51

GreenMotion

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsPinterest

is

more

popular

among

Green

Motion

customers

than

the

average

carrental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand100%75%71%71%71%69%57%66%58%63%30%22%29%29%29%

29%12%29%29%19%6%29%24%17%5%4%3%2%YouTube

Clubhouse2%1%Facebook

Instagram

PinterestJodelLinkedInQuoraRedditSnapchatBrand

usersCategory

usersAllrespondents27

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=7

GreenMotion

customers,n=175

carrentalbookers,n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

tend

to

read

magazines

more

often

than

car

rentalbookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks80%80%78%78%

78%76%76%71%66%67%65%62%61%59%59%51%37%50%51%50%48%45%43%42%35%41%40%27%40%31%28%26%18%TVDigitalvideocontentRadioMagazinesPodcastsMovies

/cinemaDigitalmusiccontentDailynewspapersOnlinemagazinesWeeklynewspapersOnlinenewswebsitesBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=51

GreenMotion

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

remember

seeing

ads

on

blogs

and

forums

moreoften

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGreenMotion

customers

inGermany

havecome

across

digital

advertisinginthepast4weeks55%53%51%51%50%38%49%49%48%38%47%47%43%43%40%39%37%35%34%29%28%27%25%24%24%23%20%18%14%11%Video

gamesOnlinestoresWebsitesandappsof

brandsSocial

mediaVideo

portalsBlogs/forumsVideo

streamingservicesPodcastsNewslettersEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51

GreenMotioncustomers,

n=802carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

remember

ads

they

saw

in

printed

magazines

andjournals

more

often

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks59%57%51%41%47%45%

45%45%45%44%43%43%41%39%39%38%37%37%34%32%28%25%24%15%InprintedmagazinesandjournalsOnTVOntheradioDirectly

inthe

storeInprinteddailynewspapersOnadvertising

By

mailshot

/

Atthemoviesspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=51

Green

Motion

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights