美國共享汽車租車reachnow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&BRANDSCar

sharing:

ReachNow

users

inthe

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofReachNow

users

intheUnited

States:

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

ReachNow

usersintheUnitedStates(’’brandusers’’)

againstU.S.carsharingusers

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.Numberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

theUnited

States)?

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

insightsReachNowranks

tenth

amongcar

sharing

services

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesintheU.S.Enterprise

CarShareZipcar38%37%Drivezy29%28%27%26%25%25%EvoGetaroundTuroFree2MoveGigCarShareJustShareItReachNow22%18%4Notes:Sources:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=748,

carsharing

usersConsumer

Insights

Global

as

of

August

2023ReachNow

users

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsReachNow

ismore

popularamongMillennials

than

other

carsharingservices.Anhonest

and

respectable

lifeis

lessimportant

to

ReachNow

users

thantoother

carsharingusers.Itstands

out

that53%

ofReachNowusers

trytooptformoreenvironmentally-friendly

means

oftransportation.ReachNow

users

access

theinternet

viaasmartwatch

more

often

thantheaverage

carsharing

user.ReachNow

ismore

popularamong

male

History

isarelatively

prevalent

interestOnsocial

media,

ReachNow

usersinteract

with

companies

more

oftenthan

other

carsharingusers.carsharingusers

thanfemale

carsharingusers.of

ReachNow

users.45%

ofReachNow

users

are

innovatorsor

early

adopters

ofnew

products.Writing

isarelatively

popularhobbyamong

ReachNow

users.ReachNow

hasalarger

shareof

userswith

ahigh

income

than

other

carsharingservices.Arelatively

highshare

ofReachNowusers

think

thatimmigration

is

anissuethatneeds

to

beaddressed.ReachNow

users

remember

hearing

adson

musicportalsand

streaming

servicesmore

often

than

other

carsharingusers.ReachNow

users

aremore

likely

toliveincitiesandurbanareas

thancarsharingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+ReachNow

is

more

popular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAge

of

consumersintheU.S.Brand

users19%69%11%

1%Category

usersAllrespondents28%55%15%2%22%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ReachNow

is

more

popular

among

male

car

sharing

users

than

female

carsharing

usersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users75%25%Category

usersAllrespondents64%36%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202382%

of

ReachNow

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.44%38%29%25%24%24%23%17%14%12%12%11%7%6%5%4%3%2%0%

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

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,

n=748,

carsharing

users,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ReachNow

has

a

larger

share

of

users

with

a

high

income

than

other

car

sharingservicesDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users85%9%6%Category

usersAllrespondents56%22%22%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

ReachNow

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheU.S.

live73%44%24%20%19%15%13%12%11%10%9%8%8%6%5%5%5%4%3%2%2%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

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023ReachNow

users

are

more

likely

to

live

in

cities

and

urban

areasthan

car

sharingusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.41%33%27%25%23%19%19%18%17%14%14%12%9%8%8%6%5%2%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=133,

ReachNow

users,n=748,

carsharing

users,

n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

20238%

of

ReachNow

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users8%90%2%3%Category

usersAllrespondents14%84%11%85%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

ReachNow

users

than

toother

car

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.53%52%51%48%43%41%39%39%36%34%33%33%

33%29%31%27%30%26%30%26%25%

25%24%19%17%12%14%13%11%7%TobesuccessfulAhappyrelationshipSafety

andsecurityHavingagood

timeLearningnew

thingsAdvancingmy

careerAnhonest

andrespectable

life

own

decisionsMaking

mySocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=133,ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023History

is

a

relativelyprevalent

interest

of

ReachNow

usersConsumer

lifestyle:

main

interestsTop10

interestsofReachNow

usersintheU.S.51%50%47%42%45%43%42%42%41%40%40%39%39%39%37%37%33%34%34%31%

31%29%29%29%28%26%26%22%20%19%SportsHistoryHealth

&fitnessFood

&diningScience

&technologyReligion

&spiritualityVehicles

&mobilityCareer

&educationFashion&beautyMovies,TVshows&musicBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023Writing

is

a

relatively

popular

hobby

among

ReachNow

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofReachNow

usersintheU.S.46%46%44%44%44%43%40%33%40%40%39%39%37%36%36%36%36%35%34%33%33%25%31%31%29%27%26%19%19%19%OutdooractivitiesReadingVideo

gamingCooking/bakingTravelingPetsWritingCars/vehiclesDoing

sportsandfitnessSocializingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023ReachNow

users

are

more

likely

to

play

table

tennis

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofReachNow

usersintheU.S.35%30%27%27%26%24%24%23%23%22%21%20%16%16%15%14%12%12%12%12%Golf11%9%9%10%9%9%8%7%5%4%AmericanFootball

/FlagFootballBasketballCyclingDancingBaseball/SoftballFitness,aerobics,cardioSoccerTableTennisSwimming/DivingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=75,

ReachNow

users,n=598,

carsharing

users,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023ReachNow

users

are

more

likely

to

follow

basketball

than

other

car

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byReachNow

usersintheU.S.39%36%29%27%27%27%25%24%23%22%20%20%19%19%17%16%15%15%12%Golf11%9%9%8%8%7%6%5%4%3%3%CyclingBasketballAmericanfootballBaseballBoxingSoccerTennisSwimming/divingVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=66,

ReachNow

users,n=490,

carsharingusers,n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

53%

of

ReachNow

users

try

to

opt

for

more

environmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheU.S.53%53%45%41%38%37%36%34%27%27%23%18%18%17%16%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicIcanimagineusingaself-driving

taxiDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=5026,

allrespondentsConsumer

Insights

Global

as

of

August

202345%

of

ReachNow

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.40%37%

37%31%26%26%25%21%17%14%12%8%5%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=133,

ReachNow

users,n=748,carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ReachNow

users

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedStates

accordingto

ReachNow

users53%42%41%40%31%34%38%37%37%36%36%36%30%34%30%34%33%

33%33%33%32%31%30%29%29%28%28%28%27%25%EducationClimatechange

EnvironmentImmigrationCivilrightsEconomicsituationPovertyHousingRising

prices/inflation/cost

of

livingHealth

andsocial

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

ReachNow

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users11%8%78%4%Category

usersAllrespondents18%21%53%34%8%21%28%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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,

n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsReachNow

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

car

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet95%90%89%83%73%74%72%69%69%67%68%66%62%60%59%59%57%55%49%47%47%46%37%35%33%26%26%SmartphoneLaptopTabletSmart

TVGaming

consoleCategory

usersSmartwatchStreaming

deviceDesktop

PCSmart

speakersBrand

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

ReachNow

users

interact

with

companies

more

often

thanother

car

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype51%57%52%49%52%53%53%

53%

54%53%53%53%52%52%51%49%42%49%45%44%36%43%43%33%43%38%34%27%22%16%8%8%4%

4%1%1%Commented

Liked

postsFollowedpeoplePostedpictures/videosPosted

texts/statusFollowedcompaniesSentprivatemessagesLikedcompanypostsSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023ReachNow

users

tend

to

read

daily

newspapers

more

often

than

car

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks84%78%67%77%74%76%74%70%70%59%66%66%66%65%62%50%54%55%50%49%48%48%46%43%33%43%35%34%28%26%14%25%17%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentRadioPodcastsDailynewspapersMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,all

respondentsConsumer

Insights

Global

as

of

August

2023ReachNow

users

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

car

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereReachNow

usersintheU.S.

have

come

across

digital

advertisinginthe

past

4weeks63%56%53%53%48%44%47%47%46%44%37%44%44%44%42%40%39%29%37%36%35%34%33%28%27%26%22%21%14%11%Video

streaming

MusicportalsservicesSocial

mediaVideo

gamesWebsitesandappsof

brandsVideo

portalsEditorialwebsitesandappsOnlinestores

Search

enginesNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base:

n=133,

ReachNow

users,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023ReachNow

users

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

car

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks62%59%53%52%52%40%51%50%40%47%46%33%43%42%34%39%34%33%33%31%29%19%18%16%Onadvertising

AtthemoviesInprinteddailynewspapersOntheradioOnTVDirectly

inthestoreInprintedmagazinesandjournalsBy

mailshot

/advertisingmailspaces/cinemaon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base:

n=133,

ReachNow

users,n=748,

carsharing