德國(guó)租車用戶分析報(bào)告：stadtmobil-外文版培訓(xùn)課件2024.7

CONSUMERS&BRANDSCar

sharing:

stadtmobil

users

inGermanyConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofstadtmobil

users

inGermany:

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

stadtmobilusers

inGermany

(’’brandusers’’)

againstGerman

carsharingusers

ingeneral(’’category

users’’),

and

the

overall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Germany)?

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

insightsstadtmobil

is

the

tenth

most

used

car

sharing

service

in

Germany

with

SHARENOW

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinGermanySHARE

NOWMILES31%26%24%SixtShareFlinkster21%cambiocarsharingFord

CarsharingApp2drive20%19%19%18%Hertz

24/7WeShare16%stadtmobil13%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=544

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024The

share

of

carsharing

users

using

stadtmobil

declined

by4

percentage

pointssince

Q1

of

2022Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

stadtmobil17%16%15%15%14%13%13%12%11%11%11%2021

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=32-

74

stadtmobil

users,n=208

-

544

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024stadtmobil

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsstadtmobil

ismore

popularamongMillennials

thanother

carsharingservices.Ahappy

relationship

isless

important

to

Itstands

out

that61%

ofstadtmobilLinkedInis

more

popularamongstadtmobil

usersthanthe

average

carsharinguser.stadtmobil

users

thanto

other

carsharingusers.users

would

like

to

switch

tomore

eco-friendly

transportation.There

is

afairlyeven

splitofmale

andfemale

stadtmobil

users.Vehicles

andmobility

arerelativelyprevalent

interests

of

stadtmobilusers.44%

ofstadtmobil

users

areinnovatorsor

early

adopters

ofnew

products.stadtmobil

users

remember

seeing

adson

videostreaming

services

more

oftenthan

other

carsharingusers.Compared

tothe

average

consumer,Photography

isarelatively

popularstadtmobil

users

are

more

likely

tohave

hobbyamong

stadtmobil

users.ahighincome.Arelatively

highshare

ofstadtmobilusers

think

thattheenvironment

isanissuethatneedstobeaddressed.stadtmobil

users

are

more

likely

toliveinlargecities

than

carsharingusers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+stadtmobil

is

more

popular

among

Millennials

than

other

carsharing

servicesDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users18%72%58%8%

1%Category

usersAllrespondents25%15%2%19%33%34%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

stadtmobil

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users49%51%Category

usersAllrespondents53%47%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

stadtmobil

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany42%32%31%24%20%18%17%17%15%13%13%13%11%10%8%4%3%2%2%1%0%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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

the

average

consumer,

stadtmobil

users

are

more

likely

to

have

ahigh

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users53%27%20%Category

usersAllrespondents50%28%22%33%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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

stadtmobil

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live56%43%29%25%25%19%16%14%10%10%9%7%6%

6%6%4%4%

4%

4%Other3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

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=71stadtmobil

users,

n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024stadtmobil

users

are

more

likely

to

live

in

large

cities

than

carsharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany39%36%34%33%25%23%21%20%16%15%14%12%7%5%0%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=71

stadtmobil

users,n=544

carsharing

users,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

20247%

of

stadtmobil

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%92%85%1%Category

usersAllrespondents11%4%7%86%8%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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

stadtmobil

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%48%42%42%41%39%39%36%36%36%35%35%31%30%31%31%30%27%25%30%29%28%21%23%20%18%10%11%11%11%Safety

andsecurityHavingagood

timeTobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsSocial

justiceAdvancingmy

careerTraditionsBrand

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=71stadtmobil

users,

n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

stadtmobil

usersConsumer

lifestyle:

main

interestsTop10

interestsofstadtmobil

usersinGermany47%54%51%50%50%47%45%44%44%44%42%41%41%34%41%41%38%28%38%38%37%31%36%34%33%31%30%29%25%14%Health

&fitnessMovies,TVshows&musicSportsTravelVehicles

&mobilityHistoryCareer

&educationFinance&economyGaming

&eSportsScience

&technologyBrand

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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Photography

is

a

relatively

popular

hobby

among

stadtmobil

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofstadtmobil

usersinGermany54%49%45%49%49%49%42%47%46%38%45%44%44%42%

42%35%39%37%40%40%38%37%35%30%29%26%24%21%19%18%OutdooractivitiesTech

/computersTravelingCooking/bakingSocializingCars/vehiclesDoing

sportsandfitnessPhotographyReadingBoard

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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024stadtmobil

users

are

more

likely

to

play

soccer

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofstadtmobil

usersinGermany37%32%30%28%28%27%27%20%23%23%22%22%22%21%20%19%18%18%16%16%15%15%15%15%11%10%9%6%6%4%Fitness,aerobics,

cardioSoccerSwimming/DivingRunning/joggingCyclingBadmintonBasketballHikingTennisDancingBrand

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=44

stadtmobil

users,n=324

carsharing

users,n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024stadtmobil

users

are

more

likely

to

followbasketball

than

other

car

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

bystadtmobil

usersinGermany30%29%26%28%20%18%17%17%16%15%15%15%13%13%12%10%9%10%9%8%8%8%7%7%7%7%7%6%4%3%SoccerBasketballTennisCyclingAmericanfootballBoxingHandballMixedMartial

ArtsSwimming/divingAthletics(track&

field)Brand

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=31

stadtmobil

users,n=222

carsharingusers,n=12,212

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21It

stands

out

that

61%

of

stadtmobil

users

would

like

to

switch

to

moreeco-friendly

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany61%48%44%44%42%38%37%33%33%32%30%27%26%23%19%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveDriving

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=71

stadtmobil

users,n=544

carsharing

users,n=5,991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202444%

of

stadtmobil

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany46%39%37%36%35%22%16%16%13%11%10%10%4%3%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=71

stadtmobil

users,

n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

stadtmobil

users

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

stadtmobil

users54%42%42%34%40%38%34%39%38%38%37%37%36%35%35%35%34%34%33%28%31%31%29%28%28%26%27%27%24%24%Climatechange

EnvironmentEconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityCrimeUnemploymentEducationHousingPovertyBrand

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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

stadtmobil

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users15%41%37%7%Category

usersAllrespondents22%39%43%30%9%20%19%18%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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsLinkedIn

is

morepopular

among

stadtmobil

users

than

the

average

carsharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand76%71%65%62%59%63%63%58%57%53%53%43%37%41%26%41%33%34%29%29%17%24%24%13%22%18%6%Reddit14%12%10%Facebook

Instagram

YouTubeLinkedInTikTokPinterest

X(Twitter)

SnapchatTwitchBrand

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=17

stadtmobil

users,n=136

carsharing

users,n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024stadtmobil

users

tend

to

read

weekly

newspapersmore

often

than

carsharingusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks90%86%72%78%77%67%73%70%70%66%61%56%62%48%59%58%56%56%55%51%49%40%47%37%46%43%35%44%31%28%27%27%18%DigitalvideocontentTVPodcastsDigitalmusiccontentMovies

/cinemaMagazinesRadioDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

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=71

stadtmobil

users,n=544

carsharing

users,

n=35,985all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024stadtmobil

users

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

carsharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherestadtmobil

usersinGermany

havecome

across

digitaladvertisinginthepast4weeks58%54%49%46%46%41%46%45%44%38%44%44%43%42%41%41%41%40%38%35%35%29%28%28%28%24%24%23%17%14%Video

streaming

Video

portalsservicesOnlinestoresVideo

games

Search

engines

Social

mediaPodcastsNewslettersMusicportalsWebsitesandappsof

brandsBrand

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=71

stadtmobil

users,n=544

carsharingusers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024stadtmobil

users

remember

ads

they

saw

in

printed

daily

newspapersmoreoften

than

other

car

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks59%52%48%45%43%44%43%41%39%39%39%39%39%37%37%35%35%34%34%31%28%24%25%15%OnTVAtthemovies/cinemaInprinteddailynewspapersOnadvertisingspacesDirectly

inthe

storeOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalson

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=71

stadtmobil

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STATISTACONSUMER

INSIGHT