南非汽車租賃用戶分析報告：FIRST CAR RENTAL-外文版培訓課件2024.7

CONSUMERS&BRANDSCar

rental:

First

Car

Rentalcustomers

in

South

AfricaConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFirst

CarRental

customers

in

South

Africa:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

tobenchmark

FirstCarRental

customers

inSouthAfrica(’’brandusers’’)

againstSouthAfricancarrentalbookers

ingeneral

(’’category

users’’),

and

theoverallSouthAfricanconsumer,

labelled

as

’’allNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

South

Africa)?

2,000+

forthe

basicsurveySample:

Internet

users,

aged18

–64,

quotasset

ongender

and

agerespondents’’

inthecharts.Thereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

01Management

summary?

Brand

usage?

Key

insightsFirst

Car

Rental

is

the

seventh

most

used

car

rental

providerin

South

Africa

withAvis

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinSouth

AfricaAvisBidvest

CarRentalBEuropcar55%27%26%26%Drive

SouthAfricaBudget17%16%First

CarRentalHertz12%11%10%8%RJustCarHire4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=504

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFirst

CarRental

hasahighshareofcustomers

thatare

Millennialscompared

to

thetotalonlinepopulation.Learning

new

thingsismore

importanttoFirstCarRental

customers

than

toother

carrental

bookers.Itstands

out

that87%

ofFirst

CarRental

Snapchatis

more

popularamong

Firstcustomers

want

to

experiencesomething

uniqueduringtheirtravels.CarRental

customers

thanthe

averagecarrental

booker.Career

and

education

are

relativelyprevalent

interests

of

FirstCarRentalcustomers.45%

ofFirst

CarRental

customers

areinnovators

or

early

adopters

ofnewproducts.First

CarRental

customers

rememberhearing

adsinpodcastsmore

oftenthan

other

carrental

bookers.There

is

afairlyeven

splitofmale

andfemale

First

CarRental

customers.First

CarRental

hasalarger

share

ofSportsandfitnessare

relatively

popularcustomers

with

alow

income

thanother

hobbiesamong

FirstCarRentalArelatively

highshare

ofFirst

CarRentalcustomers

thinkthatimmigration

isanissuethatneedstobeaddressed.carrental

providers.customers.First

CarRental

customers

are

morelikely

to

liveinrural

areas

and

townsthan

carrental

bookers

ingeneral.5Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+First

Car

Rental

has

a

high

share

of

customers

that

are

Millennials

compared

tothe

total

online

populationDemographic

profile:

generationsAge

of

consumersinSouth

AfricaBrand

users40%53%6%

0%Category

usersAllrespondents38%51%12%

0%39%44%16%1%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=62

FirstCarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024There

is

a

fairly

even

split

of

male

and

female

First

Car

Rental

customersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users52%48%Category

usersAllrespondents54%46%53%47%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=62

FirstCar

Rental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202471%

of

First

Car

Rental

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa56%47%36%33%21%19%18%16%14%11%10%7%3%3%2%

1%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

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=62

FirstCarRental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

has

a

larger

share

of

customers

with

a

low

income

than

othercar

rental

providersDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users52%53%17%31%Category

usersAllrespondents26%21%33%33%33%HighMiddleLow10

Notes: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=62

FirstCar

Rental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

First

Car

Rental

customers

are

relativelylikely

to

live

in

a

household

of

twoor

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive34%32%30%29%24%24%15%15%14%12%12%11%10%10%7%6%5%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes: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=62

FirstCar

Rental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

customers

are

more

likely

to

live

inrural

areas

and

towns

thancar

rental

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa36%35%34%23%21%20%19%17%17%13%12%12%9%8%8%8%6%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=62

FirstCarRental

customers,n=504

carrentalbookers,

n=12,201

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202416%

of

First

Car

Rental

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users16%79%5%6%Category

usersAllrespondents8%8%86%83%9%YesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=62

FirstCar

Rental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedLearning

new

things

is

more

important

to

First

Car

Rental

customers

than

toother

car

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa63%62%56%45%

48%42%45%44%42%41%35%

39%34%32%28%30%27%26%23%20%15%13%16%15%13%11%10%9%9%7%TobesuccessfulLearningnew

thingsAnhonest

andrespectable

lifeSafety

andsecurityAhappyrelationshipAdvancingmy

careerHavingagood

timeMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:’’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=62

FirstCarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Career

and

education

are

relativelyprevalent

interests

of

First

Car

RentalcustomersConsumer

lifestyle:

main

interestsTop10

interestsofFirstCar

Rental

customers

inSouth

Africa74%69%68%67%67%65%64%53%63%63%56%61%62%60%58%58%

58%57%45%56%55%53%52%51%50%40%50%39%43%37%Career

&educationFinance&economyHealth

&fitnessMovies,TVshows&musicTravelScience

&technologyFood

&diningVehicles

&mobilityFamily

&parentingFashion&beautyBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=62

FirstCarRental

customers,n=504

carrentalbookers,n=12,201all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Sports

and

fitness

are

relatively

popular

hobbies

among

First

Car

RentalcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFirstCar

Rental

customers

inSouth

Africa63%62%58%57%56%56%55%55%54%53%52%50%50%50%50%48%38%47%45%44%40%39%39%38%31%37%35%30%30%26%ReadingShoppingTravelingDoing

sportsandfitnessOutdooractivitiesCars/vehiclesTech

/computersMeditation/wellnessCooking/bakingVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=62

FirstCar

Rental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

customers

are

more

likely

to

go

hunting

or

fishing

than

other

carrental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFirstCar

Rental

customers

inSouth

Africa37%32%31%26%25%24%23%16%23%23%23%22%21%20%19%19%18%18%16%15%15%15%12%12%10%10%Golf9%7%6%6%Fitness,aerobics,

cardioDancingHikingRunning/joggingHunting

/fishingCyclingSoccerBasketballSwimming/DivingBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=41

FirstCarRental

customers,n=301

carrentalbookers,

n=5,904

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

customers

are

more

likely

to

followAmerican

football

than

othercar

rental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFirstCar

Rental

customers

inSouth

Africa43%42%34%33%29%27%26%26%

26%20%25%24%21%21%21%20%20%19%12%19%16%15%15%14%10%13%11%11%8%7%SoccerRugbyMotorsportsAmericanfootballCricketTennisBasketballBoxingSwimming/divingAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:’’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=28

FirstCarRental

customers,n=261

carrentalbookers,

n=5,320

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20It

stands

out

that

87%

of

First

Car

Rental

customers

want

to

experiencesomething

unique

during

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSouth

Africa87%82%73%71%71%67%56%53%53%50%47%42%41%41%38%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,When

I’mtraveling,IWhen

itcomes

toWhen

itcomes

toIusemy

smartphone

book

accommodations,

traveling,sustainability

traveling,Ialways

lookasaguidecarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=62

FirstCarRental

customers,n=504

carrentalbookers,

n=2,032

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202445%

of

First

Car

Rental

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%37%34%34%32%20%18%18%18%17%10%8%6%5%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes: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=62

FirstCar

Rental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

First

Car

Rental

customers

think

that

immigration

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoFirstCar

Rental

customers88%87%81%85%84%78%73%74%71%65%69%69%63%59%66%64%65%63%51%63%57%58%55%53%50%46%50%42%35%42%UnemploymentCrimePovertyEconomicsituationHealth

andsocial

securityRising

prices/inflation/cost

of

livingEducationFood

andwater

securityGovernmentdebtImmigrationBrand

usersCategory

usersAllrespondents23

Notes:’’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=62

FirstCarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

First

Car

Rental

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users35%13%52%0%Category

usersAllrespondents33%29%32%6%29%31%27%14%LeftCenterRightPrefer

notto

answer24

Notes: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=62

FirstCar

Rental

customers,

n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsSnapchat

is

morepopular

among

First

Car

Rental

customers

than

the

averagecar

rental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinSouth

Africabybrand92%

90%84%92%84%89%85%76%65%85%77%69%66%62%62%55%42%54%46%44%27%40%31%21%31%23%8%11%7%4%Facebook

InstagramTikTokYouTubeLinkedInX(Twitter)

SnapchatPinterestRedditWeChatBrand

usersCategory

usersAllrespondents26

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=13

FirstCar

Rental

customers,n=108

carrentalbookers,

n=3047

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

customers

tend

to

listen

to

podcasts

more

often

than

car

rentalbookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks90%89%80%

79%86%77%75%73%69%68%68%64%62%63%

63%50%61%55%53%47%44%34%43%44%42%37%36%28%31%29%25%18%21%TVDigitalvideocontentPodcastsDigitalmusiccontentRadioOnlinenewswebsitesOnlinemagazinesDailynewspapersMovies

/cinemaMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=62

FirstCarRental

customers,

n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

customers

remember

hearing

ads

in

podcasts

more

often

thanother

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFirstCar

Rental

customers

inSouth

Africahavecome

across

digitaladvertisinginthepast4weeks70%68%67%65%60%55%55%54%42%52%52%48%48%47%40%46%36%45%33%42%41%32%39%39%37%28%29%25%18%24%Social

mediaVideo

portalsOnlinestores

Search

engines

Video

streamingservicesWebsitesandappsof

brandsPodcastsVideo

gamesMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents28

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=62

FirstCar

Rental

customers,n=504carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024First

Car

Rental

customers

remember

ads

they

saw

on

TV

more

often

thanother

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks61%54%53%

53%50%48%45%45%43%41%39%38%37%37%31%33%29%25%25%24%23%20%19%10%OnTVOnadvertisingspacesDirectly

inthe

storeOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=62

FirstCarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global