印度在線旅游網(wǎng)站Tripadvisor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&BRANDSPackage

holiday

portals:Tripadvisor

users

in

IndiaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTripadvisor

users

inIndia:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Tripadvisorusers

inIndia(’’brandusers’’)againstIndianpackagedholidaybookers

in

general(’’category

users’’),

and

theoverall

Indian

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

India)?

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

insightsTripadvisor

ranks

outside

the

top

10

of

most

used

package

holiday

portals

inIndiaManagement

summary:

brandusageand

competitionTop10

most

used

package

holiday

portals

inIndiaBMakeMyTripEaseMyTripCleartrip58%52%41%40%Yatra33%IRCTC30%Indian

HolidayExpedia23%22%ebookerseDreams16%16%4Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=508,

packaged

holiday

bookersSources:Consumer

Insights

Global

as

of

August

2023Tripadvisor

users

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTripadvisor

ismore

popularamongMillennials

thanother

packageholidayportals.Ahappy

relationship

isless

important

to

Itstands

out

that78%

ofTripadvisorTripadvisor

users

access

theinternet

viaadesktop

PCmore

often

thantheaverage

packagedholiday

booker.Tripadvisor

users

thanto

otherpackaged

holidaybookers.users

book

spontaneously

viatheirsmartphone

when

traveling.Tripadvisor

hasmore

malethanfemaleusers.Home

and

garden

are

relativelyprevalent

interests

of

Tripadvisorusers.64%

ofTripadvisor

users

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

Tripadvisor

usersinteract

with

companies

more

oftenthan

other

packaged

holidaybookers.Compared

totheaverage

onliner,Tripadvisor

users

aremore

likely

tohaveahighincome.Outdooractivities

arearelativelypopularhobbyamong

Tripadvisorusers.Arelatively

highshare

ofTripadvisorusers

think

thatterrorism

is

anissuethatneeds

to

beaddressed.Tripadvisor

users

remember

hearingadson

musicportalsand

streamingservices

more

often

thanotherpackaged

holidaybookers.Tripadvisor

users

aremore

likely

toliveinmegacities

than

theaverage

onliner.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Tripadvisor

is

more

popular

amongMillennials

than

other

package

holidayportalsDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users19%62%19%0%0%0%Category

usersAllrespondents32%55%13%41%46%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,

n=24192,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Tripadvisor

has

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users59%41%Category

usersAllrespondents56%44%60%40%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=73,

Tripadvisor

users,n=508,

packagedholiday

bookers,n=24192,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202388%

of

Tripadvisor

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia59%48%41%36%35%26%10%7%5%5%4%3%

3%

3%Bachelor

degree

Master

degree

Doctoral

degree3%2%3%2%1%

1%1%Noformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=73,

Tripadvisor

users,n=508,packaged

holiday

bookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Compared

to

the

average

onliner,

Tripadvisor

users

are

more

likely

to

have

ahigh

incomeDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%29%18%19%Category

usersAllrespondents49%32%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

providers

have

youbookeda

packageholidayfromin

the

past

12

months?’’;Multi

Pick;Base:n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

Tripadvisor

users

are

relativelylikely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive44%36%34%26%26%25%23%18%16%8%8%5%5%

5%4%4%

4%4%3%1%

1%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

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

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;MultiPick;Base:n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tripadvisor

users

are

more

likely

to

live

in

megacities

than

the

average

onlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia40%36%28%27%26%23%18%15%13%11%11%10%10%8%8%5%5%4%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

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

202322%

of

Tripadvisor

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users22%21%75%3%Category

usersAllrespondents74%5%18%71%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=73,

Tripadvisor

users,n=508,

packagedholiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

Tripadvisor

users

than

to

otherpackaged

holiday

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia51%53%51%42%43%42%41%40%38%37%34%32%32%

27%27%30%30%30%24%27%24%22%23%15%19%16%15%12%10%12%TobesuccessfulSafety

andsecurityLearningnew

thingsAnhonest

andrespectable

lifeAdvancingmy

careerAhappyrelationshipMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:

n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Home

andgarden

are

relatively

prevalent

interests

of

TripadvisorusersConsumer

lifestyle:

main

interestsTop10

interestsofTripadvisor

usersinIndia81%70%70%68%67%66%64%64%63%60%57%57%57%56%55%45%52%51%48%48%47%47%47%45%43%43%39%38%36%29%Science

&technologyMovies,TVshows&musicSportsTravelCareer

&educationHealth

&fitnessFashion&beautyFinance&economyHome

&gardenFood

&diningBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=73,

Tripadvisor

users,n=508,

packaged

holidaybookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

amongTripadvisor

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTripadvisorusersinIndia71%70%68%63%63%62%61%59%59%53%53%52%49%48%47%46%44%41%41%40%37%37%36%35%33%33%29%29%28%23%OutdooractivitiesTech

/computersTravelingCars/vehiclesReadingCooking/bakingDoing

sportsandfitnessPhotographyGardeningandplantsMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=73,

Tripadvisor

users,n=508,

packagedholidaybookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tripadvisor

users

are

more

likely

to

play

soccer

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTripadvisor

usersinIndia58%45%44%42%42%37%36%36%36%36%34%26%26%24%21%21%20%18%17%17%17%16%16%13%14%12%11%11%9%10%CricketSoccerCyclingBadmintonDancingAmericanFootball

/BasketballSwimming/DivingYoga

/PilatesRunning/JoggingFlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=58,

Tripadvisor

users,n=561,packaged

holiday

bookers,n=10403,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tripadvisor

users

are

more

likely

to

follow

soccer

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTripadvisorusersinIndia59%56%49%45%44%44%40%37%37%37%36%36%31%25%22%22%20%19%17%16%14%14%14%13%11%11%10%8%8%7%CricketSoccerTennisAmericanfootballBasketballBoxingSwimming/divingVolleyballBaseballTabletennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=51,

Tripadvisor

users,n=538,

packaged

holiday

bookers,

n=10294,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

78%

of

Tripadvisor

users

book

spontaneously

via

theirsmartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inIndia82%78%71%63%63%61%56%56%52%50%49%41%40%40%35%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainability

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

I’mon

vacation,When

itcomes

totraveling,Ialways

lookforthecheapest

offerisimportant

tomeasaguideBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=73,

Tripadvisor

users,n=508,

packagedholiday

bookers,n=4028,

all

respondentsConsumer

Insights

Global

as

of

August

202364%

of

Tripadvisor

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia45%42%35%31%23%19%18%18%16%15%15%10%6%4%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=73,

Tripadvisorusers,n=508,

packaged

holiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Tripadvisor

users

think

that

terrorism

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoTripadvisorusers73%60%60%58%58%55%53%53%52%52%47%45%45%45%44%44%42%41%39%33%40%39%37%36%35%35%33%33%29%25%Unemployment

Climatechange

EnvironmentEducationHealth

andsocial

securityCrimeTerrorismPovertyFood

andwater

securityEconomicsituationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

202362%

of

Tripadvisor

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users19%18%19%18%19%62%1%Category

usersAllrespondents59%5%20%Left51%10%CenterRightPrefer

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

providers

have

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsTripadvisor

users

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

packaged

holiday

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet99%96%95%88%86%85%79%78%76%71%71%70%68%66%61%59%59%57%56%49%48%45%43%40%36%27%25%SmartphoneLaptopDesktop

PCSmartwatchBrand

usersSmart

TVTabletSmart

speakers

Streaming

device

Gaming

consoleCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

booked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Tripadvisor

users

interact

with

companies

more

often

thanother

packaged

holiday

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype89%77%75%73%73%71%68%68%67%57%66%53%66%62%61%50%61%51%60%49%58%43%55%37%52%39%53%39%47%30%6%3%1%2%0%

0%Liked

posts

Sentprivate

CommentedSharedpostsbyother

usersFollowedcompaniesFollowedpeoplePostedpictures/videosSharedcompanypostsLikedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

usedbyotherusersmessageson

posts/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

booked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tripadvisor

users

tend

to

read

magazines

more

often

than

packaged

holidaybookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks97%89%89%88%85%79%86%86%85%76%79%76%63%77%74%62%71%56%70%64%51%61%60%60%59%47%34%46%32%43%41%28%38%DigitalvideocontentTVMagazinesMovies

/cinemaDigitalmusiccontentDailynewspapersPodcastsOnlinenewswebsitesOnlinemagazinesRadioWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=73,

Tripadvisor

users,n=508,

packagedholiday

bookers,

n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tripadvisor

users

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

packaged

holiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTripadvisorusersinIndiahavecome

across

digitaladvertisinginthepast4weeks79%78%74%68%68%67%66%64%62%62%53%58%55%55%52%50%49%49%47%43%42%41%40%38%36%34%33%31%25%22%Video

streaming

Video

portalsservicesMusicportalsOnlinestoresSocial

mediaWebsitesandappsof

brandsVideo

games

Search

enginesEditorialwebsitesandappsBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:n=73,

Tripadvisor

users,n=508,

packaged

holiday

bookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tripadvisor

users

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

packaged

holiday

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks78%74%73%71%63%63%47%62%51%60%55%54%50%46%43%41%31%40%39%36%36%31%28%21%InprintedmagazinesandjournalsOnadvertisingspacesInprinteddailynewspapersOnTVAtthemovies/cinemaDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

a

package

holiday

fromin

the

past

12

months?’’;Multi

Pick;

Base:

n=73,

Tr