中國在線票務(wù)網(wǎng)站票務(wù)中國PiaoCN用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSOnline

ticket

booking:

PiaoCNusers

in

ChinaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPiaoCN

users

inChina:who

theyare;

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

PiaoCNusers

inChina

(’’brandusers’’)againstChineseonline

ticketbookers

ingeneral(’’category

users’’),

and

theoverall

Chinese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

China)?

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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsPiaoCN

is

the

sixth

most

used

ticket

portal

in

China

with

Meituan

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

ticketportals

inChinaMeituanTaopiaopiaoChinaticketdongfangPiaoCN74%51%35%18%17%17%Gewara11%11%JuoooyanchupiaoMoretickets9%9%4Notes:"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=557,

online

ticket

bookersConsumer

Insights

Global

as

of

August

2023Sources:PiaoCN

users

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPiaoCN

ismore

popularamongMillennials

thanother

ticket

portals.Safety

and

security

isless

important

toPiaoCN

usersthanto

other

onlineticketbookers.Itstands

out

that25%

ofPiaoCN

usersareoften

frustrated

byunexpectedextra

fees.PiaoCN

usersaccess

theinternet

viaasmartwatch

more

often

thantheaverage

onlineticket

booker.PiaoCN

ismore

popularamong

maleonlineticket

bookers

thanfemale

online

Career

and

education

are

relatively48%

ofPiaoCN

users

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

PiaoCNusers

interactwith

companies

more

often

than

otheronlineticket

bookers.ticket

bookers.prevalent

interests

of

PiaoCNusers.PiaoCN

hasalarger

shareof

userswithahighincome

than

other

ticket

portals.Photography

isarelatively

popularhobbyamong

PiaoCN

users.Arelatively

highshare

ofPiaoCN

usersthink

thatclimatechangeisanissuethatneeds

to

beaddressed.PiaoCN

usersremember

seeing

adsonvideo

streaming

services

more

oftenthan

other

onlineticket

bookers.PiaoCN

usersare

more

likely

toliveinmegacities

than

online

ticketbookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+PiaoCN

is

more

popular

among

Millennials

than

other

ticket

portalsDemographic

profile:

generationsAgeof

consumersinChinaBrand

users15%62%22%1%Category

usersAllrespondents23%52%22%3%22%43%29%6%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=95,

PiaoCN

users,n=557,

online

ticket

bookers,

n=24522,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023PiaoCN

is

more

popular

among

male

online

ticket

bookers

than

female

onlineticket

bookersDemographic

profile:

genderGenderofconsumersinChinaBrand

users61%39%Category

usersAllrespondents52%51%48%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

online

ticket

bookers,n=24522,all

respondentsSources:Consumer

Insights

Global

as

of

August

202322%

of

PiaoCN

users

have

a

master’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinChina62%56%53%22%16%15%14%12%12%11%7%5%3%3%

3%2%2%1%1%0%

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

online

providers

have

youboughteventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=95,

PiaoCN

users,n=557,

online

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:PiaoCN

has

a

larger

share

of

users

with

a

high

income

than

other

ticket

portalsDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users60%16%24%Category

usersAllrespondents42%30%28%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

online

providershave

youbought

event

ticketsfrom(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=95,

PiaoCN

users,n=557,

online

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

ticket

bookers,

PiaoCN

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive60%55%48%16%15%13%12%

11%Multi-generationalfamily11%9%8%9%7%7%5%3%3%2%2%

3%Other0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

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

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

online

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023PiaoCN

users

are

more

likely

to

live

in

megacities

than

online

ticket

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina69%56%45%26%19%

19%14%

15%7%7%5%5%Small

town3%3%2%2%1%

1%Rural

communityMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=95,

PiaoCN

users,n=557,

online

ticketbookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

20233%

of

PiaoCN

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaBrand

users3%93%90%88%4%5%Category

users5%Allrespondents

5%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

online

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSafety

andsecurity

is

less

important

to

PiaoCN

users

than

to

other

online

ticketbookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina44%43%43%38%41%36%39%35%38%37%35%35%34%33%33%32%28%29%29%28%27%27%25%25%22%20%19%10%7%

7%Advancingmy

careerAnhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsTobesuccessfulSafety

andsecurityLearningnew

thingsSocial

justiceHavingagood

timeTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

online

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

PiaoCN

usersConsumer

lifestyle:

main

interestsTop10

interestsofPiaoCN

usersinChina64%62%56%55%53%53%52%40%50%49%48%46%44%44%42%40%39%38%37%34%32%31%28%26%27%26%25%22%20%20%Health

&fitnessTravelMovies,TVshows&musicFood

&diningScience

&technologySportsFinance&economyCareer

&educationFamily

&parentingHistoryBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:

n=95,

PiaoCN

users,n=557,

onlineticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongPiaoCN

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPiaoCN

usersinChina65%65%59%54%53%53%51%49%49%44%41%39%40%39%39%38%37%37%35%36%31%30%29%28%28%27%23%23%Pets19%17%Doing

sportsandfitnessOutdooractivitiesTravelingCooking/bakingReadingSocializingPhotographyTech

/Video

gamingcomputersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

onlineticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023PiaoCN

users

are

more

likely

to

play

golf

than

other

online

ticket

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPiaoCN

usersinChina52%45%42%41%41%41%36%36%34%33%31%30%28%27%27%26%23%23%22%20%20%20%20%10%19%13%13%11%Golf8%6%BadmintonCyclingRunning/JoggingBasketballFitness,aerobics,cardioHikingTableTennisDancingSwimming/DivingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=73,

PiaoCNusers,n=714,

online

ticket

bookers,n=12877,

all

respondentsConsumer

Insights

Global

as

of

August

2023PiaoCN

users

are

more

likely

to

follow

soccer

than

other

online

ticket

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byPiaoCN

usersinChina36%34%27%26%24%23%22%21%21%19%18%18%17%17%15%13%12%13%11%11%11%10%8%8%7%6%6%6%6%5%BasketballSoccerTabletennisTennisAthletics(track&field)VolleyballCyclingGymnasticsBoxingSwimming/divingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=47,PiaoCN

users,n=402,

online

ticket

bookers,n=6479,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

services?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

25%

of

PiaoCN

users

are

often

frustrated

by

unexpected

extrafeesConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinChina72%68%67%63%49%46%41%33%31%25%15%

15%16%8%7%Igladlypayforservices

thatmakemy

throughmy

smartphonelifemore

convenientIlikeorganizing

mylife

Iprefer

touseservicesIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedwhere

Icanhaveapersonal

contactwith

servicesBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

online

ticketbookers,

n=4080,

all

respondentsConsumer

Insights

Global

as

of

August

202348%

of

PiaoCN

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina47%43%41%39%31%23%16%13%12%10%7%6%6%4%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

online

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

PiaoCN

users

think

that

climate

change

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

ChinaaccordingtoPiaoCN

users49%43%40%40%39%38%37%37%35%29%33%28%

28%33%33%32%31%31%27%32%29%28%24%28%27%22%22%20%14%12%EnvironmentEducationClimatechangeUnifyingthecountryRising

prices/inflation/cost

of

livingFood

andwater

security

social

securityHealth

andHousingEconomicsituationDefense

&foreign

affairsBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

thepast

12

months?";

Multi

Pick;Base:

n=95,

PiaoCN

users,n=557,

online

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023PiaoCN

users

tend

to

have

moreleft

leaning

political

views

than

other

onlineticket

bookersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaBrand

users25%52%21%2%Category

usersAllrespondents20%50%19%10%12%21%45%22%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

online

providershave

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=95,

PiaoCN

users,n=557,

online

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsPiaoCN

users

access

the

internet

via

a

smartwatch

more

often

than

the

averageonline

ticket

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChinauseregularlytoaccess

theinternet98%96%94%84%82%74%73%71%67%67%65%62%58%53%54%51%46%45%42%41%34%35%32%29%24%23%17%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchSmart

speakers

Gaming

console

Streaming

deviceBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=95,PiaoCN

users,n=557,

online

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

PiaoCN

users

interact

with

companies

more

often

than

otheronline

ticket

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinChinabytype62%59%59%59%

59%56%55%54%41%54%

54%40%53%51%51%48%34%47%39%44%43%32%40%28%39%37%30%35%27%23%4%4%2%2%0%

0%SentprivatemessagesFollowedpeopleCommentedon

postsPostedpictures/videosPosted

texts

Liked

postsSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamedia/statusupdatesbyotheruserspassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=95,PiaoCN

users,n=557,

online

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023PiaoCN

users

tend

to

listen

to

the

radio

more

often

than

online

ticket

bookers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinChinahave

been

usinginthepast4weeks88%84%82%82%77%62%76%68%76%65%63%48%58%58%57%56%55%52%47%33%45%35%40%25%36%34%27%32%30%28%16%26%12%DigitalvideocontentMovies

/cinemaTVDigitalmusic

OnlinenewsOnlinemagazinesPodcastsRadioMagazinesDailyWeeklycontentwebsitesnewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=95,

PiaoCN

users,n=557,online

ticket

bookers,n=12469,

all

respondentsConsumer

Insights

Global

as

of

August

2023PiaoCN

users

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

online

ticket

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePiaoCN

usersinChinahavecome

across

digitaladvertisinginthepast4weeks60%58%57%55%49%48%48%47%47%46%46%45%44%43%41%35%35%24%34%34%33%32%32%30%31%26%24%24%22%20%Search

engines

Video

streaming

Video

gamesservicesVideo

portalsWebsitesandappsof

brandsEditorialwebsitesandappsSocial

mediaMusicportalsOnlinestoresOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;

Base:

n=95,PiaoCN

users,n=557,

online

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023PiaoCN

users

remember

advertising

they

heard

on

the

radio

more

often

thanother

online

ticket

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks66%63%52%61%60%51%57%45%49%44%44%41%40%26%36%27%34%35%27%24%23%21%20%19%OnTVOnadvertising

AtthemoviesDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersspaces/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past

12

months?";

Mu