中國(guó)中華航空公司china airlines用戶(hù)市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSAirlines:

China

Airlinescustomers

in

ChinaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofChinaAirlinescustomers

inChina: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,thereport

allows

thereader

toNumberof

respondents:benchmark

China

Airlinescustomers

inChina

(’’brandusers’’)

againstChinese

airlinecustomers

ingeneral(’’category

users’’),

and

theoverall

Chinese

onliner,labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

theextended

survey(including

China)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

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

insightsChina

Airlines

ranks

outside

the

top

10

of

most

used

airlines

in

ChinaManagement

summary:

brandusageand

competitionTop10

most

used

airlinesinChinaAirChinaChina

Eastern

AirlinesChina

Southern

AirlinesCapitalAirlines53%45%41%17%HainanAirlines12%12%SichuanAirlinesShenzhen

AirlinesShandongAirlinesCathayPacific11%10%10%10%XiaMen

Air4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=908,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:China

Airlines

customers

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsChina

Airlines

hasahigh

share

ofcustomers

thatare

Millennialscompared

to

thetotalonlinepopulation.Havingagood

timeismore

importanttoChina

Airlinescustomers

than

toother

airlinecustomers.Itstands

out

that70%

ofChinaAirlinescustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.China

Airlines

customers

access

theinternet

viaastreaming

device

moreoften

than

theaverage

airline

customer.Artsandliterature

arerelativelyprevalent

interests

of

China

Airlinescustomers.Onsocial

media,

China

Airlinescustomers

interact

with

companiesmore

often

than

other

airlinecustomers.Compared

tootherairlines,

ChinaAirlineshasarelatively

highshareoffemale

customers.17%

ofChinaAirlinescustomers

are

inthelatemajority

of

innovation

adoptertypes.Making

musicisarelatively

popularChina

Airlines

hasasmaller

share

ofcustomers

with

amedium

householdincome

thanotherairlines.hobbyamong

ChinaAirlinescustomers.Arelatively

highshare

ofChina

Airlinescustomers

thinkthatdefense

&foreignaffairsare

issuesthatneed

to

beaddressed.China

Airlines

customers

rememberseeing

adson

editorial

websites

andappsmore

often

than

other

airlinecustomers.China

Airlines

customers

aremore

likelytoliveinmegacities

than

theaverageonliner.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+China

Airlines

has

a

high

share

of

customers

that

are

Millennials

compared

tothe

total

online

populationDemographic

profile:

generationsAgeof

consumersinChinaBrand

users18%19%54%26%2%3%Category

usersAllrespondents55%23%22%43%29%6%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=82,

China

Airlines

customers,n=908,

airline

customers,

n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

airlines,

China

Airlines

has

a

relatively

high

share

of

femalecustomersDemographic

profile:

genderGenderofconsumersinChinaBrand

users46%54%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202363%

of

China

Airlines

customers

have

a

bachelor’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinChina63%60%56%19%14%13%12%12%7%

8%7%5%6%5%4%3%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

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=82,

China

Airlines

customers,n=908,

airlinecustomers,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023China

Airlines

has

a

smaller

share

of

customers

with

a

medium

householdincome

than

other

airlinesDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users50%48%26%30%24%22%Category

usersAllrespondents33%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

airlines

have

youbookeda

flight

from

in

thepast

12

months?";

Multi

Pick;Base:

n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

China

Airlines

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive63%58%48%16%15%12%10%9%9%9%

9%

9%9%7%5%3%

3%2%3%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwo

or

morerelated

adults

household

typesOtherfamilyAllrespondentsBrand

usersCategory

users11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=82,

China

Airlines

customers,n=908,

airline

customers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023China

Airlines

customers

are

more

likely

to

live

in

megacities

than

the

averageonlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina57%

58%45%26%20%17%16%15%13%7%6%5%5%3%4%2%0%0%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

allrespondentsConsumer

Insights

Global

as

of

August

20237%

of

China

Airlines

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaBrand

users7%89%4%4%Category

users

5%Allrespondents

5%91%88%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=82,

China

Airlines

customers,n=908,

airlinecustomers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

more

important

to

China

Airlines

customers

than

to

otherairline

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina46%43%40%40%39%38%38%37%36%35%32%30%34%34%34%33%30%29%29%25%28%28%27%25%22%21%17%15%10%7%Anhonest

andrespectable

lifeHavingagood

timeSafety

andsecurityAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsAhappyrelationshipTobesuccessful

Social

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:n=82,China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

of

China

Airlines

customersConsumer

lifestyle:

main

interestsTop10

interestsofChinaAirlines

customers

inChina54%52%47%47%45%45%41%41%41%40%39%38%38%37%28%37%37%37%35%32%31%30%29%26%25%24%22%22%21%19%TravelFood

&diningFashion&beautyHealth

&fitnessScience

&technologyVehicles

&mobilityFamily

&parentingFinance&economyMovies,TVshows&musicArts&literatureBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=82,

China

Airlines

customers,

n=908,

airline

customers,n=24522,all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

China

Airlines

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofChinaAirlines

customers

inChina60%51%50%49%49%46%45%44%41%40%39%39%39%39%37%35%34%23%34%34%32%28%29%27%22%Pets17%15%13%12%12%OutdooractivitiesDoing

sportsandfitnessTravelingVideo

gamingCooking/bakingSocializingCars/vehiclesDIYandarts&craftsMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023China

Airlines

customers

are

more

likely

to

go

cycling

than

other

airlinecustomersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofChinaAirlines

customers

inChina40%40%40%37%32%29%27%20%27%27%24%23%22%22%22%21%20%20%19%18%18%17%11%10%Golf8%6%4%

4%3%2%BadmintonBasketballCyclingFitness,aerobics,cardioDancingRunning/JoggingAmericanFootball

/FlagFootballHikingBaseball/SoftballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past12

months?";

Multi

Pick;Base:n=58,

China

Airlines

customers,n=1073,

airlinecustomers,n=12877,

all

respondentsConsumer

Insights

Global

as

of

August

2023China

Airlines

customers

are

more

likely

to

follow

cycling

than

other

airlinecustomersConsumer

lifestyle:

sports

followedTop10

sports

followed

byChinaAirlines

customers

inChina23%22%19%17%16%16%15%15%14%13%12%12%11%11%11%11%11%11%10%9%8%8%7%7%6%6%5%5%5%3%BasketballCyclingGymnasticsAthletics(track&field)SoccerBoxingSwimming/divingBaseballMotorsportsTabletennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=27,

China

Airlines

customers,n=561,airline

customers,n=6479,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

70%

of

China

Airlines

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inChina70%59%

58%59%57%

57%51%46%47%47%46%36%32%18%16%When

itcomes

totraveling,sustainabilityisimportant

tomeIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,Iusemy

smartphone

book

accommodations,

traveling,Ialways

lookWhen

I’mtraveling,IWhen

itcomes

toasaguidecarrentals,etc.spontaneously

viamysmartphoneforthecheapest

offerBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=82,

China

Airlines

customers,n=908,

airline

customers,n=4090,

allrespondentsConsumer

Insights

Global

as

of

August

202317%

of

China

Airlines

customers

are

in

the

late

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina47%42%40%39%34%23%17%16%13%11%10%4%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

China

Airlines

customers

think

that

defense

&

foreignaffairs

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

ChinaaccordingtoChinaAirlines

customers37%37%35%34%33%

33%29%33%32%31%28%31%30%30%29%29%28%27%27%22%27%26%24%24%22%21%20%17%13%12%EnvironmentEconomicsituationEducationClimatechange

Rising

prices/inflation/Health

andsocial

security

water

securityFood

andHousingDefense

&foreign

affairsUnifyingthecountrycost

of

livingBrand

usersCategory

users

Allrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:

n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023China

Airlines

customers

tend

to

have

moreleft

leaning

political

views

thanother

airline

customersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaBrand

users29%38%24%21%9%10%12%Category

usersAllrespondents21%21%48%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsChina

Airlines

customers

access

the

internet

via

a

streaming

device

more

oftenthan

the

average

airline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChinauseregularlytoaccess

theinternet96%94%94%81%78%68%68%67%66%65%63%61%53%54%51%50%45%41%39%39%35%34%29%29%24%23%17%SmartphoneLaptopDesktop

PCSmart

TVTabletSmartwatchSmart

speakers

Gaming

console

Streaming

deviceBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=82,

China

Airlines

customers,n=908,airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

China

Airlines

customers

interact

with

companies

more

oftenthan

other

airline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinChinabytype54%50%49%49%48%48%47%39%47%46%46%45%44%44%43%32%43%42%41%40%39%

39%37%35%27%34%35%28%33%23%4%2%

2%2%2%1%FollowedcompaniesSharedcompanypostsSentprivate

Liked

postsPostedpictures/videosLikedcompanypostsFollowedpeopleCommented

Posted

textsSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=82,

China

Airlines

customers,n=908,airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023China

Airlines

customers

tend

to

listen

to

the

radio

more

often

than

airlinecustomers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinChinahave

been

usinginthepast4weeks79%78%76%65%74%73%62%72%68%63%56%48%49%49%43%35%43%31%43%29%43%

43%41%34%33%30%27%27%13%26%26%25%12%Movies

/cinemaDigitalvideocontentTVDigitalmusic

OnlinenewsMagazinesPodcastsDailynewspapersOnlinemagazinesRadioWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

you

bookedaflight

from

in

the

past

12

months?";

Multi

Pick;Base:n=82,

China

Airlines

customers,n=908,

airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023China

Airlines

customers

remember

seeing

ads

on

editorial

websites

and

appsmore

often

than

other

airline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereChinaAirlines

customers

inChinahavecome

across

digital

advertisinginthepast4weeks50%48%45%43%34%41%39%39%39%

39%30%38%38%36%32%35%34%34%32%33%32%29%26%28%27%24%24%24%21%20%Video

games

Search

engines

Social

mediaEditorialwebsitesandappsOnlinestoresVideo

portals

Video

streamingservicesWebsitesandappsof

brandsBlogs/forumsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;

Base:n=82,

China

Airlines

customers,n=908,airline

customers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023China

Airlines

customers

remember

ads

they

got

by

mail

more

often

than

otherairline

customersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks63%54%

53%51%50%43%49%49%46%42%41%34%35%33%23%30%20%27%25%23%21%21%20%19%Atthemovies/cinemaOnTVBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesInprintedmagazinesandjournalsOntheradioInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months