瑞士拼車網(wǎng)站go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&BRANDSRide

sharing:

go!

users

inSwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofgo!users

inSwitzerland:

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

go!users

inSwitzerland

(’’brand

users’’)againstSwiss

ridesharingusers

ingeneral

(’’categoryusers’’),

and

the

overall

Swiss

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Switzerland)?

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

insightsWith

a

user

share

of

19%,

go!

is

one

of

the

top

3

ride

sharing

services

inSwitzerlandManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinSwitzerlandUbere-carpooling.chgo!58%20%19%18%16%15%14%14%11%HitchHikeBlaBlaCare-covoiturageTaxiphoneGenèveTaxitoIDOSHYOURTAXI8%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=319,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023go!

users

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLikeother

ridesharing

services,

go!hasahighshareof

usersthatareMillennials.Success

and

career

advancement

arerelatively

important

to

go!users.41%

ofgo!users

statethattheytry

tooptformore

environmentally-friendlymeans

oftransportation.go!users

access

theinternet

viaasmartspeaker

more

often

thanthe

averageridesharing

user.go!users

aremore

likely

tobeinterested

ingamingand

eSports

thantheaverage

onliner.Compared

tootherride

sharingservices,

go!hasarelatively

highshareof

maleusers.31%

ofgo!users

are

innovatorsor

earlyadopters

ofnew

products.go!users

tendto

follow

people

on

socialmedia

less

often

than

other

ridesharingusers.Making

musicisarelatively

popularhobbyamong

go!users.Arelatively

highshare

ofgo!users

thinkthattheeconomic

situationis

anissuethatneeds

to

beaddressed.go!hasasmaller

share

ofusers

with

alow

income

thanother

ridesharingservices.go!users

remember

seeing

adsonsocial

media

lessoften

thanotherridesharingusers.go!users

aremore

likely

toliveinlargecitiesthanridesharingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Like

other

ride

sharing

services,

go!

has

a

high

share

of

users

that

are

MillennialsDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users19%19%18%44%32%5%Category

usersAllrespondents42%32%8%35%36%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

services,

go!

has

a

relatively

high

share

of

maleusersDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users58%42%Category

usersAllrespondents52%48%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharing

users,n=7804,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

go!

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland37%37%35%31%28%21%21%19%15%12%9%8%7%5%3%

3%3%3%1%0%0%Lower

secondary

UppersecondaryNoformaleducation

/primary

schoolTechnical

/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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=59,

go!

users,n=319,

ridesharing

users,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023go!

has

a

smaller

share

of

users

with

a

low

income

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users44%43%37%19%Category

usersAllrespondents33%23%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharing

users,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

go!

users

are

relatively

likely

to

live

in

amulti-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live34%32%27%26%24%20%20%16%13%13%12%12%12%10%9%7%5%4%3%

3%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023go!

users

are

more

likely

to

live

in

largecities

than

ride

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland42%37%33%31%27%26%24%24%20%19%11%8%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

202315%

of

go!

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users15%83%2%Category

usersAllrespondents8%88%4%6%86%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ridesharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

go!

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%44%44%41%40%39%37%37%37%37%36%35%33%32%31%29%29%28%27%25%25%25%24%22%18%17%17%15%13%14%TobesuccessfulSafety

andsecurityHavingagood

timeAhappyrelationshipAnhonest

andrespectable

lifeAdvancingmy

careerLearningnew

thingsTraditionsSocial

justiceMaking

myown

decisionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023go!

users

are

more

likely

to

be

interested

in

gaming

and

eSports

than

theaverage

onlinerConsumer

lifestyle:

main

interestsTop10

interestsofgo!

usersinSwitzerland45%

46%42%41%40%40%39%36%33%34%32%31%28%27%

27%31%28%27%25%29%29%27%26%26%24%24%22%21%18%11%Food

&diningSportsTravelArts&literatureHealth

&fitnessFashion&beautyFinance&economyHistoryGaming

&eSportsMovies,TVshows&musicBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=59,

go!

users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

go!

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofgo!

usersinSwitzerland45%42%41%39%36%39%38%37%37%35%32%36%35%33%32%29%28%27%27%27%27%27%24%22%24%23%23%22%19%15%ReadingOutdooractivitiesTravelingDoing

sportsandfitnessVideo

gamingMaking

musicCooking/bakingDIYandarts&craftsMeditation/wellnessTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharingusers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023go!

users

are

more

likely

to

play

baseball

or

softball

than

other

ride

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofgo!

usersinSwitzerland24%22%20%17%17%16%16%14%14%13%13%12%12%12%12%10%10%10%9%9%8%8%8%7%7%4%4%4%3%3%BasketballCyclingBaseball/SoftballBadmintonFitness,aerobics,cardioYoga

/PilatesDancingSoccerAmericanFootball

/FlagFootballCricketBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=28,

go!users,n=155,

ride

sharing

users,n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

2023go!

users

are

more

likely

to

follow

handball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bygo!usersinSwitzerland19%19%15%12%12%10%10%10%10%8%8%7%7%7%7%7%7%6%6%6%5%5%4%4%4%3%3%3%2%2%SoccerAthletics(track&

field)BaseballBasketballBoxingHandballAmericanfootballCricketCyclingGolfBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=19,

go!

users,n=105,

ride

sharing

users,n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics2041%

of

go!

users

state

that

they

try

to

opt

for

more

environmentally-friendlymeans

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinSwitzerland51%49%47%41%37%32%30%30%29%28%27%26%26%24%19%ThepublicItrytooptformoreDriving

carsisbadIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

Ilivetransportation

system

environmentally-friendly

fortheenvironmentinmy

area

isgoodmeans

oftransportationBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=59,

go!

users,n=319,

ride

sharing

users,n=1285,

all

respondentsConsumer

Insights

Global

as

of

August

202331%

of

go!

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland41%38%36%29%26%22%22%21%20%17%12%12%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/

ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

go!

users

think

that

the

economic

situation

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtogo!

users37%36%31%31%32%32%31%31%30%27%27%25%24%20%24%24%22%

19%19%22%22%22%21%20%20%16%15%13%13%9%EconomicsituationEnvironment

ClimatechangeEducationFood

andwater

securityCivilrightsUnemploymentCrimeHealth

andsocial

securityReligiousconflictsBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

go!

users

tend

to

have

more

right

leaningpolitical

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users8%19%71%2%Category

usersAllrespondents17%17%27%46%10%32%34%17%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=59,

go!

users,n=319,

ridesharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsgo!

users

access

the

internet

via

a

smart

speaker

more

often

than

the

averageride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet88%

89%85%70%67%58%55%54%54%55%51%47%47%46%

46%45%43%44%42%41%35%35%28%27%26%25%17%SmartphoneSmart

TVLaptopSmartwatchBrand

usersDesktop

PCStreaming

deviceAllrespondentsTabletGaming

console

Smart

speakersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023go!

users

tend

to

follow

people

on

social

media

less

often

than

other

ridesharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype50%48%47%47%45%43%42%41%41%40%40%37%36%36%36%34%34%34%32%27%32%27%32%

32%22%31%31%25%24%16%9%6%6%3%3%0%LikedcompanypostsPostedpictures/videosPosted

texts/statusSharedpostsbyother

usersLiked

posts

CommentedSharedcompanypostsFollowedcompaniesSentprivatemessagesFollowedpeopleIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023go!

users

tend

to

go

to

the

movies

more

often

than

ride

sharing

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks71%70%66%64%64%55%61%55%46%54%53%52%50%50%50%49%43%47%46%44%

46%45%32%45%43%

43%38%37%34%25%32%32%22%Movies

/cinemaDigitalvideocontentTVPodcastsDigitalmusiccontentRadioDailynewspapersMagazinesOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=56,

go!users,n=274,

ridesharing

users,n=5951,

all

respondentsConsumer

Insights

Global

as

of

August

2023go!

users

remember

seeing

ads

on

social

media

less

often

than

other

ridesharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherego!

usersinSwitzerland

havecome

across

digitaladvertisinginthepast4weeks49%44%43%42%42%40%39%39%37%37%35%32%32%32%32%

32%25%31%22%29%21%27%26%26%25%18%25%24%21%13%Onlinestores

Search

engines

Video

portalsBlogs/forumsNewslettersVideo

gamesWebsitesandappsof

brandsMusicportalsSocial

mediaEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;

Base:

n=59,

go!users,n=319,

ride

sharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

202349%

of

go!

users

remember

ads

they

saw

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks49%46%44%42%42%41%34%40%40%37%35%34%26%34%34%32%31%30%29%29%28%27%24%20%Directly

inthestoreAtthemovies/cinemaInprintedmagazinesandjournalsOnTVOntheradioBy

mailshot

/

OnadvertisingInprinteddailynewspapersadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12

months?’’;Multi

Pick;

Base:n=5