印度租車服務(wù)網(wǎng)站orix rent a car用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSCar

rental:

ORIX

Rent

a

Carcustomers

in

IndiaConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofORIX

Rent

aCarcustomers

inIndia:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

It

provides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

ORIXRent

aCarcustomers

inIndia(’’brandusers’’)

againstIndian

carrental

bookers

ingeneral(’’category

users’’),

and

theoverall

Indian

onliner,labelled

as’’all

respondents’’

inthe

charts.Numberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

India)?

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

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsORIX

Rent

a

Car

ranks

outside

the

top

10

of

most

used

car

rental

providers

inIndiaManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinIndiaZoomcarMyChoize45%22%21%SavaariDrivezy21%20%EcoRent

aCarAvis18%16%EuropcarHertz15%15%CarzonrentNorth

IndiaCarRental13%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=674,

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:ORIX

Rent

a

Car

customers

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLikeother

carrental

providers,

ORIXRent

aCarhasahighshareofcustomers

thatare

Millennials.Being

successful

isless

important

toORIX

Rent

aCarcustomers

than

toother

carrental

bookers.Itstands

out

that68%

ofORIX

Rent

aCarcustomers

say

thatwhen

itcomestotraveling,sustainability

is

importanttothem.ORIX

Rent

aCarcustomers

access

theinternet

viaastreaming

device

moreoften

than

theaverage

carrentalbooker.ORIX

Rent

aCarhasmore

male

thanfemale

customers.Artsandliterature

arerelativelyprevalent

interests

of

ORIXRent

aCarcustomers.54%

ofORIX

Rent

aCarcustomers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

ORIX

Rent

aCarcustomers

interact

with

companiesmore

often

than

other

carrentalbookers.ORIX

Rent

aCarhasalarger

share

ofcustomers

with

alow

income

thanother

Board

or

card

gamesare

relativelycarrental

providers.popularhobbiesamong

ORIX

Rent

aCar

Arelatively

highshare

ofORIX

Rent

acustomers.

Carcustomers

thinkthatdefense

&ORIX

Rent

aCarcustomers

rememberORIX

Rent

aCarcustomers

are

morelikely

to

liveinsmall

towns

thancarrental

bookers

ingeneral.foreign

affairsare

issuesthatneed

to

be

seeing

adsinvideo

gamesmore

oftenaddressed.

than

other

carrental

bookers.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Like

other

car

rental

providers,

ORIX

Rent

a

Car

has

a

high

share

of

customersthat

are

MillennialsDemographic

profile:

generationsAge

of

consumersinIndiaBrand

users36%35%52%12%

0%Category

usersAllrespondents51%14%0%0%41%46%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=69,

ORIX

RentaCar

customers,n=674,

carrentalbookers,

n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

has

more

male

than

female

customersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users61%59%60%39%41%40%Category

usersAllrespondentsMaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

ORIX

Renta

Carcustomers,n=674,

carrentalbookers,n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

20239%

of

ORIX

Rent

a

Carcustomers

have

a

doctoral

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia43%

43%41%40%35%25%10%9%9%7%6%5%4%4%3%3%3%

3%2%1%2%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

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=69,

ORIX

Renta

Carcustomers,n=674,

carrentalbookers,

n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

has

a

larger

share

of

customers

with

a

low

income

than

othercar

rental

providersDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users51%23%37%26%Category

usersAllrespondents44%19%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

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=69,

ORIX

Renta

Carcustomers,n=674,

carrentalbookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

the

average

onliner,

ORIX

Rent

a

Car

customers

are

relatively

likelyto

live

in

a

multi-generational

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinIndialive36%33%32%28%25%23%

23%23%18%9%8%8%7%5%5%4%3%3%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

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

ORIX

Rent

aCarcustomers,n=674,

carrentalbookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

customers

are

more

likely

to

live

in

small

townsthan

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia36%36%28%27%26%22%17%16%13%13%11%11%10%9%9%8%4%

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

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=69,

ORIX

RentaCar

customers,n=674,

carrentalbookers,

n=24192,

allrespondentsConsumer

Insights

Global

as

of

August

202320%

of

ORIX

Rent

a

Car

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users20%78%1%Category

usersAllrespondents18%75%6%18%71%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=69,

ORIX

Rent

aCarcustomers,n=674,

carrentalbookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

less

important

to

ORIX

Rent

a

Car

customers

than

to

othercar

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia53%50%43%45%42%42%41%39%30%34%33%33%32%27%30%30%30%26%24%27%26%25%23%22%21%12%16%15%

15%12%Anhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulLearningnew

thingsAhappyrelationshipAdvancingmy

careerHavingagood

timeMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’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=69,

ORIXRenta

Carcustomers,n=674,

carrentalbookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relativelyprevalent

interests

of

ORIX

Rent

a

CarcustomersConsumer

lifestyle:

main

interestsTop10

interestsofORIXRentaCarcustomers

inIndia74%72%71%68%67%65%65%64%62%61%59%59%57%57%48%53%52%48%47%47%45%43%43%42%36%35%33%31%27%24%Science

&technologySportsHealth

&fitnessFinance&economyArts&literatureCareer

&educationTravelMovies,TVshows&musicGaming

&eSportsFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

ORIX

Renta

Carcustomers,n=674,

carrentalbookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

ORIX

Rent

a

CarcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofORIXRentaCar

customers

inIndia77%68%67%64%62%60%59%59%57%55%55%51%48%48%46%45%42%41%40%37%36%35%33%32%29%29%29%28%27%20%TravelingOutdooractivitiesPhotographyReadingTech

/computersCars/vehiclesDoing

sportsandfitnessBoard

games/cardgamesGardeningandplantsWritingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

ORIX

Rent

aCarcustomers,n=674,

carrentalbookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

customers

are

more

likely

to

play

basketball

than

other

carrental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofORIXRentaCar

customersinIndia55%49%42%41%41%41%39%39%39%37%38%26%26%21%20%18%18%17%17%14%14%14%13%12%12%11%9%10%8%8%CricketBasketballBadmintonAmericanFootball

/Swimming/DivingVolleyball

/Beach

VolleyballBaseball/SoftballDancingYoga

/PilatesSoccerFlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=49,

ORIX

RentaCar

customers,n=723,

carrentalbookers,

n=10403,

all

respondentsConsumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

customers

are

more

likely

to

follow

basketball

than

other

carrental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byORIXRentaCar

customers

inIndia64%51%48%46%46%43%41%41%39%39%39%37%31%24%22%22%19%17%15%14%15%14%13%12%11%11%10%9%8%7%CricketBasketballSoccerAmericanfootballTennisBaseballTabletennisBoxingCyclingVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’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=50,

ORIX

Renta

Carcustomers,n=702,carrentalbookers,

n=10294,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

68%

of

ORIX

Rent

a

Carcustomers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inIndia70%70%68%64%62%60%58%54%54%50%49%41%40%41%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

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

ORIX

Renta

Carcustomers,n=674,

carrentalbookers,

n=4028,

allrespondentsConsumer

Insights

Global

as

of

August

202354%

of

ORIX

Rent

a

Car

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia48%42%38%30%29%23%18%17%15%12%10%6%6%5%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources: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=69,

ORIX

RentaCarcustomers,n=674,

carrentalbookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ORIX

Rent

a

Car

customers

think

that

defense

&

foreignaffairs

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingIndia

accordingtoORIXRentaCarcustomers64%59%52%59%58%57%52%48%45%51%48%47%46%45%43%43%42%33%43%41%41%37%36%35%33%33%33%29%21%16%Unemployment

Environment

ClimatechangeHealth

andsocial

securityEducationCrimeEconomicsituationRising

prices/inflation/cost

of

livingFood

andwater

security

foreign

affairsDefense

&Brand

usersCategory

usersAllrespondents23

Notes:Sources:’’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=69,

ORIX

RentaCar

customers,n=674,

carrentalbookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

customers

tend

to

have

moreleft

leaning

political

views

thanother

car

rental

bookersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users22%10%23%67%1%Category

usersAllrespondents16%55%6%19%20%51%10%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=69,

ORIX

RentaCarcustomers,

n=674,

carrentalbookers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsORIX

Rent

a

Car

customers

access

the

internet

via

a

streaming

device

moreoften

than

the

average

car

rental

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet97%

97%95%87%86%84%83%83%76%72%71%71%67%64%62%61%58%53%52%49%48%40%40%36%37%27%25%SmartphoneDesktop

PCLaptopSmart

TVSmartwatchSmart

speakersAllrespondentsTabletStreaming

device

Gaming

consoleBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

renteda

carfromin

the

past12

months?";

Multi

Pick;Base:n=69,

ORIX

Rent

aCarcustomers,n=674,carrentalbookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

ORIX

Rent

a

Car

customers

interact

with

companies

moreoften

than

other

car

rental

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype77%72%70%68%66%53%67%67%65%64%62%50%62%51%62%60%49%59%58%43%58%57%53%37%53%39%49%39%41%30%6%3%2%0%0%

0%Liked

postsbyotherusersLikedcompanypostsFollowedcompaniesPostedpictures/videosSentprivate

CommentedSharedpostsbyother

usersFollowedpeopleSharedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

usedmessageson

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

rented

acarfromin

the

past12

months?";

Multi

Pick;

Base:

n=69,

ORIX

RentaCarcustomers,n=674,

carrentalbookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

customers

tend

to

listen

to

podcasts

more

often

than

car

rentalbookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinIndiahavebeen

using

inthepast4weeks91%88%87%76%86%

86%86%80%79%77%63%74%74%72%62%71%68%56%65%51%58%43%58%58%55%53%38%43%32%42%34%36%28%DigitalvideocontentDailynewspapersTVMovies

/cinemaDigitalmusiccontentPodcastsMagazinesOnlinenewswebsitesRadioOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=69,

ORIX

RentaCar

customers,n=674,

carrentalbookers,

n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

customers

remember

seeing

ads

in

video

gamesmore

oftenthan

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereORIXRentaCar

customers

inIndia

have

come

across

digital

advertisinginthe

past4weeks77%71%68%65%63%61%53%61%61%59%57%55%54%52%51%48%48%40%48%45%42%42%41%36%34%34%31%28%25%21%Video

portalsVideo

gamesSocial

media

Video

streaming

MusicportalsservicesWebsitesandappsof

brandsSearch

enginesEditorialwebsitesandappsOnlinestoresNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;

Base:

n=69,

ORIX

RentaCar

customers,n=674,

carrentalbookers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023ORIX

Rent

a

Car

customers

remember

ads

they

got

by

mail

more

often

thanother

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks75%68%65%64%48%64%62%61%59%56%54%48%46%46%43%44%39%37%36%36%31%28%27%21%InprinteddailynewspapersAtthemovies/cinemaDirectly

inthestoreOnadvertisingspacesOnTVInprintedmagazinesandjournalsBy

mailshot

/advertisingmailOntheradioon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";