奧地利租車用戶分析報告：SHARE NOW-外文版培訓(xùn)課件2024.7

CONSUMERS&BRANDSCar

sharing:

SHARE

NOWusersin

AustriaConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSHARE

NOWusers

inAustria:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,the

report

allows

thereader

tobenchmark

SHARENOW

users

inAustria(’’brandusers’’)

againstAustriancarsharingusers

ingeneral(’’category

users’’),

and

the

overall

Austrianconsumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Austria)?

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

50%,

SHARE

NOW

is

the

most

used

car

sharing

service

inAustriaManagement

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinAustriaSHARE

NOW?BB

Rail&DriveWienMobil

AutoELOOP50%33%16%13%12%CarusoCarsharingFAMILY

OFPOWERtim12%12%floMOBIL12%11%10%GoMoreSharetoo4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=147

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024The

share

of

carsharing

users

using

SHARE

NOW

declined

by9

percentagepoints

since

Q1

of

2023Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

SHARE

NOW59%59%58%56%56%56%56%55%55%55%53%51%50%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=69-

80

SHARENOW

users,

n=121

-

147

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSHARE

NOW

ismore

popularamongMillennials

thanother

carsharingservices.Being

successful

ismore

important

toSHARE

NOW

users

than

to

other

carsharingusers.Itstands

out

that74%

ofSHARE

NOWusers

think

thatthepublictransportation

system

intheirarea

isgood.YouTube

ismore

popularamong

SHARENOWusers

thanthe

average

carsharinguser.SHARE

NOW

hasmore

malethanfemale

users.Movies,

TVshows

andmusicarerelatively

prevalent

interests

ofSHARENOW

users.SHARE

NOW

users

remember

seeingadson

social

media

more

often

thanother

carsharingusers.42%

ofSHARE

NOW

users

arelaggardsor

inthelatemajority

of

innovationadoption.Justlikecarsharingusers

ingeneral,SHARE

NOW

users

arerelatively

likely

to

Outdooractivities

arearelativelyhaveahighincome.popularhobbyamong

SHARE

NOWusers.Arelatively

highshare

ofSHARE

NOWusers

think

thatrising

prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.SHARE

NOW

users

aremore

likely

toliveincitieswith

over

1million

inhabitantsthan

carsharingusers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+SHARE

NOW

is

morepopular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAge

of

consumersinAustriaBrand

users27%45%23%25%4%4%Category

usersAllrespondents32%39%21%34%34%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARE

NOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

has

more

male

than

femaleusersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users67%67%33%33%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARENOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024The

education

level

of

SHARE

NOW

users

and

car

sharing

users

are

similarDemographic

profile:

educationConsumer’s

level

of

educationinAustria37%27%26%26%26%23%22%19%19%18%12%11%9%7%5%2%

2%2%

2%1%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARENOW

users,

n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Just

likecar

sharing

users

in

general,

SHARE

NOW

users

are

relatively

likely

tohave

a

high

incomeDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%53%25%24%23%23%Category

usersAllrespondents33%33%33%HighMiddleLow11

Notes: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=73

SHARENOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

SHARE

NOW

users

are

relatively

likely

tolive

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive41%37%33%26%23%22%22%14%14%11%11%9%8%

8%6%5%4%4%2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes: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=73SHARENOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

car

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria70%44%29%23%23%22%14%13%11%11%10%10%8%8%4%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=73

SHARE

NOW

users,n=147

carsharing

users,n=12,175

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202410%

of

SHARE

NOW

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users10%10%85%84%5%7%Category

usersAllrespondents

6%83%11%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=73

SHARENOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

more

important

to

SHARE

NOW

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria55%57%55%41%41%45%40%40%42%42%35%37%36%35%30%27%26%26%26%

26%23%21%19%19%11%11%10%8%9%7%AhappyrelationshipHavingagood

timeSafety

andsecurityTobesuccessfulMaking

myown

decisions

respectable

lifeAnhonest

andLearningnew

thingsSocial

justiceTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:’’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=73

SHARENOW

users,n=147

carsharing

users,

n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Movies,

TV

shows

and

music

are

relativelyprevalent

interests

of

SHARE

NOWusersConsumer

lifestyle:

main

interestsTop10

interestsofSHARE

NOWusersinAustria66%62%58%50%53%52%50%50%51%51%49%49%48%48%47%47%46%45%45%44%44%32%41%41%38%33%34%32%31%30%TravelMovies,TVshows&musicScience

&technologyFood

&diningCareer

&educationHealth

&fitnessPolitics&societyandcurrentworld

eventsFinance&economyHistorySportsBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARE

NOW

users,n=147

carsharing

users,n=12,175

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Outdoor

activities

are

a

relatively

popular

hobby

among

SHARENOW

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSHARE

NOWusersinAustria67%59%58%56%52%43%50%50%50%41%44%47%47%45%45%44%42%38%42%41%39%34%30%34%34%33%28%Pets27%26%21%OutdooractivitiesSocializingTravelingCooking/bakingReadingDoing

sportsandfitnessTech

/computersShoppingBoard

games/cardgamesBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=73

SHARENOW

users,n=147

carsharing

users,n=12,175

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

other

carsharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSHARE

NOWusersinAustria44%37%36%33%32%32%30%30%30%22%28%27%22%21%18%18%16%

16%16%

16%16%14%10%12%14%12%10%9%6%5%Fitness,aerobics,

cardioHikingSwimming/DivingRunning/joggingCyclingDancingBadmintonSoccerTableTennisYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=52

SHARE

NOW

users,n=93

carsharing

users,n=6,948

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

users

are

more

likely

to

followtennis

than

other

carsharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySHARE

NOWusersinAustria33%27%27%23%20%21%18%16%16%15%13%12%12%12%11%11%11%

11%11%10%9%9%8%6%5%5%5%4%4%3%SoccerTennisBasketballAmericanfootballMotorsportsIceHockeyMixedMartial

ArtsAthletics(track&

field)BoxingCyclingBrand

usersCategory

usersAllrespondents20

Notes:’’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=30

SHARENOW

users,

n=56

carsharingusers,n=3,968

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21It

stands

out

that

74%

of

SHARE

NOW

users

think

that

the

public

transportationsystem

in

their

area

is

goodConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustria74%57%45%43%42%40%38%36%37%29%28%27%25%19%19%Thepublictransportation

systeminmy

area

isgoodThere

are

notenough

parkingspaceswhere

IliveItrytooptformoreenvironmentally-friendlymeans

oftransportationIcanimagineusingaself-driving

taxiDriving

cars

isbadfortheenvironmentBrand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARENOW

users,n=147

carsharing

users,n=2,030

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202442%

of

SHARE

NOW

users

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria38%37%34%33%26%22%22%19%19%16%14%8%5%4%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes: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=73

SHARENOW

users,n=147carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

SHARE

NOW

users

think

that

rising

prices,

inflation

&cost

of

living

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoSHARE

NOWusers61%60%55%46%47%45%45%44%44%44%43%42%41%33%38%34%31%29%32%36%36%35%33%34%27%27%32%32%32%31%Rising

prices/inflation/cost

of

livingImmigrationEducationHousingClimatechange

EnvironmentHealth

andsocial

securityEconomicsituationPovertyCrimeBrand

usersCategory

usersAllrespondents24

Notes:’’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=73

SHARE

NOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Many

SHARE

NOW

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users26%25%41%21%12%12%Category

usersAllrespondents39%24%21%38%19%22%LeftCenterRightPrefer

notto

answer25

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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARENOW

users,

n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsYouTube

is

morepopular

among

SHARE

NOW

users

than

the

average

carsharing

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand78%71%62%78%72%66%56%61%58%39%34%28%33%29%26%19%11%21%17%18%17%17%16%5%12%11%10%8%5%3%Facebook

Instagram

YouTubeTikTokLinkedInPinterestRedditSnapchat

X(Twitter)XingBrand

usersCategory

usersAllrespondents27

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=18

SHARENOW

users,n=38

carsharing

users,n=3050

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

users

tend

to

watch

digital

video

content

more

often

than

theaverage

consumerMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks84%80%76%75%73%61%

69%64%63%62%60%58%45%51%42%51%48%44%38%45%45%45%44%44%42%41%40%27%26%25%20%19%19%DigitalvideocontentTVRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersOnlinemagazinesMovies

/cinemaPodcastsWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=73

SHARENOW

users,n=147

carsharing

users,n=12,175all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

users

remember

seeing

ads

on

social

media

more

often

thanother

car

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSHARE

NOWusersinAustriahavecome

across

digitaladvertisinginthepast4weeks64%58%53%52%43%52%49%

47%43%48%44%41%41%38%37%36%34%33%31%25%32%28%28%18%25%25%24%22%15%19%Social

mediaVideo

portals

Search

engines

Onlinestores

Video

streamingservicesWebsitesandappsof

brandsEditorialwebsitesandappsNewslettersVideo

gamesMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARENOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024SHARE

NOW

users

remember

ads

they

saw

out-of-home

more

often

than

othercar

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks62%51%43%48%48%

48%44%44%43%42%35%41%37%37%30%36%36%36%31%

30%26%22%21%13%Onadvertising

By

mailshot

/OnTVOntheradioDirectly

inthe

storeInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=73

SHARENOW

users,n=147

carsharing

users,n=12,175

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STATISTACONSUMER