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CONSUMERS&BRANDSCar
rental:
Dollar
Car
Rentalcustomers
in
GermanyConsumer
Insights
reportMay2024Statista
Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology(1)Design:
OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofDollar
CarRental
customers
inGermany: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
toNumberof
respondents:benchmark
DollarCarRental
customers
inGermany(’’brandusers’’)
againstGerman
carrental
bookers
ingeneral
(’’category
users’’),
and
theoverall
Germanconsumer,
labelled
as
’’all
respondents’’
inthe
charts.?
12,000+
forcountries
with
the
extended
survey(including
Germany)?
2,000+
forthe
basicsurveySample:
Internet
users,
aged18
–64,
quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
the
StatistaConsumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than15,000brandsacross
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
insightsDollar
Car
Rental
is
the
ninth
most
used
car
rental
provider
in
Germany
withEuropcar
in
first
placeManagement
summary:
brandusageand
competitionTop10
most
used
car
rentalprovidersinGermanyEuropcarSixt31%26%Avis19%BHertz17%17%16%Enterprise
Rent-A-CarBuchbinderBudget13%11%10%10%Dollar
CarRentalbilliger-mietwagen.de4Notes:"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=802
carrentalbookersSources:
Statista
Consumer
Insights
Global
as
of
May
2024The
share
of
car
rental
bookers
using
Dollar
Car
Rental
grew
by4
percentagepoints
since
2021Management
summary:
brandusagetimelineTimeline
of
carrental
bookersusing
Dollar
Car
Rental12%12%10%10%10%8%6%6%2022
Q22022
Q32022
Q42023
Q12023
Q22023
Q32023
Q42024
Q15Notes:"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=31-
98
DollarCar
Rental
customers,n=542
-
824
carrentalbookersSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
customers
in
GermanyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsDollar
CarRental
is
more
popularSuccess
and
career
advancement
areamong
Millennials
thanother
carrental
relatively
important
to
Dollar
CarRentalItstands
out
that40%
ofDollar
CarRental
customers
say
thatwhen
itcomes
to
traveling,
sustainability
isimportant
to
them.TikTok
ismore
popularamong
DollarCarRental
customers
thanthe
averagecarrental
booker.providers.customers.Dollar
CarRental
is
more
popularamong
female
carrental
bookers
thanmale
carrental
bookers.Gaming
and
eSports
are
relativelyprevalent
interests
of
DollarCarRentalcustomers.Dollar
CarRental
customers
rememberseeing
adson
blogs
and
forums
moreoften
than
other
carrental
bookers.33%
ofDollar
CarRental
customers
areinnovators
or
early
adopters
ofnewproducts.Dollar
CarRental
hasalarger
share
ofcustomers
with
ahigh
income
thanother
carrental
providers.Photography
isarelatively
popularhobbyamong
Dollar
CarRentalcustomers.Arelatively
highshare
ofDollar
CarRental
customers
thinkthatfood
&water
security
isanissuethatneedstobeaddressed.Dollar
CarRental
customers
are
morelikely
to
liveincities
withover
1millioninhabitants
than
carrental
bookers
ingeneral.6Sources:
Statista
Consumer
Insights
Global
as
of
May
2024CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Dollar
Car
Rental
is
morepopular
among
Millennials
than
other
car
rentalprovidersDemographic
profile:
generationsAge
of
consumersinGermanyBrand
users22%20%68%9%
1%Category
usersAllrespondents45%28%7%19%33%34%13%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providershave
yourentedacarfromin
the
past
12
months?";
Multi
Pick;
Base:n=82
DollarCarRental
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
is
morepopular
among
femalecar
rental
bookers
than
malecar
rental
bookersDemographic
profile:
genderGenderofconsumersinGermanyBrand
users41%59%Category
usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=82
DollarCarRental
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024A
relatively
high
share
of
Dollar
Car
Rental
customers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinGermany35%31%24%23%23%21%20%19%17%17%13%13%11%9%7%6%3%2%1%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
providers
have
yourenteda
car
fromin
the
past
12
months?";
Multi
Pick;Base:n=82
DollarCar
Rental
customers,
n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
has
a
larger
share
of
customers
with
a
high
income
than
othercar
rental
providersDemographic
profile:
incomeShare
ofconsumersinGermany
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users67%11%21%Category
usersAllrespondents55%27%18%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
providers
have
yourentedacarfromin
the
past12
months?";
Multi
Pick;Base:n=82
DollarCarRental
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Compared
to
other
car
rental
bookers,
Dollar
Car
Rental
customers
are
relativelylikely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinGermany
live51%38%29%28%25%25%18%13%13%10%7%8%7%6%6%5%4%3%2%2%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
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=82
DollarCarRental
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
customers
are
more
likely
to
live
in
cities
with
over
1
millioninhabitants
than
car
rental
bookers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinGermany38%34%31%25%23%23%22%21%17%16%14%14%10%9%2%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
providershave
yourented
acarfromin
the
past12months?";
Multi
Pick;Base:
n=82
DollarCarRental
customers,n=802
carrentalbookers,n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
May
202410%
of
Dollar
Car
Rental
customers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinGermanyBrand
users10%89%1%Category
usersAllrespondents7%89%4%7%86%8%YesNoWould
rathernot
say14
Notes:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
providers
have
yourented
acarfrom
in
the
past12
months?";
Multi
Pick;
Base:
n=82
DollarCarRental
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSuccess
andcareer
advancement
are
relatively
important
to
Dollar
Car
RentalcustomersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinGermany53%53%42%42%37%38%35%33%37%36%36%35%34%33%33%32%29%27%
29%24%28%24%24%21%20%17%16%12%11%10%Havingagood
timeSafety
andsecurityTobesuccessfulAhappyrelationshipMaking
myown
decisions
respectable
lifeAnhonest
andAdvancingmy
careerLearningnew
thingsSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents16
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=82DollarCarRental
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Gaming
and
eSports
are
relatively
prevalent
interests
of
Dollar
Car
RentalcustomersConsumer
lifestyle:
main
interestsTop10
interestsofDollar
Car
Rental
customers
inGermany61%54%50%50%46%47%45%45%44%43%43%43%41%41%40%39%38%38%36%30%37%35%35%34%34%31%25%25%24%14%TravelHealth
&fitnessMovies,TVshows&musicSportsFamily
&parentingFood
&diningHistoryScience
&technologyGaming
&eSportsVehicles
&mobilityBrand
usersCategory
usersAllrespondents17
Notes:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=82
DollarCar
Rental
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Photography
is
a
relatively
popular
hobby
among
Dollar
Car
Rental
customersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofDollar
Car
Rental
customers
inGermany58%54%53%49%47%46%45%44%42%40%40%40%39%39%39%38%38%38%37%35%34%
34%34%34%29%24%23%19%18%16%OutdooractivitiesTravelingShoppingCars/vehiclesCooking/bakingSocializingPhotographyReadingTech
/computersMeditation/wellnessBrand
usersCategory
usersAllrespondents18
Notes:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=82
DollarCarRental
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
customers
are
more
likely
to
play
basketball
than
other
carrental
bookersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofDollar
Car
Rental
customers
inGermany29%28%27%27%
27%26%26%24%23%22%21%20%19%18%18%18%16%15%15%15%15%15%12%12%12%10%9%9%6%6%BasketballFitness,aerobics,
cardioBadmintonCyclingDancingSwimming/DivingSoccerRunning/joggingYoga
/pilatesHikingBrand
usersCategory
usersAllrespondents19
Notes:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
providershave
you
rentedacarfromin
the
past12
months?";
Multi
Pick;Base:
n=47
DollarCarRental
customers,n=513
carrentalbookers,
n=18,382
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
customers
are
more
likely
to
followboxing
than
other
carrental
bookersConsumer
lifestyle:
sports
followedTop10
sports
followed
byDollar
Car
Rental
customersinGermany35%26%24%21%20%17%17%17%16%14%13%13%12%13%12%11%11%11%11%10%9%8%7%7%7%7%7%5%6%3%BasketballAmericanfootballBoxingAthletics(track&field)SoccerHandballMixedMartial
ArtsTennisCyclingMotorsportsBrand
usersCategory
usersAllrespondents20
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=35
DollarCar
Rental
customers,
n=372carrentalbookers,
n=12,212
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024CHAPTER
04Consumer
attitudes?
Attitudestowards
traveling?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21It
stands
out
that
40%
of
Dollar
Car
Rental
customers
say
that
when
it
comes
totraveling,
sustainability
is
important
to
themConsumer
attitudes:travelAgreementwithstatements
towards
travel
inGermany60%56%54%48%45%45%42%40%40%39%33%
33%28%22%17%When
I’mtraveling,Ibook
accommodations,
Iusemy
smartphonecarrentals,etc.spontaneously
viamysmartphoneWhen
I’mon
vacation,Iwant
to
experiencesomething
uniqueduringmy
travelsWhen
itcomes
totraveling,sustainability
traveling,Ialways
lookisimportant
tomeAllrespondentsWhen
itcomes
toasaguideforthecheapest
offerBrand
usersCategory
users22
Notes:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=82
DollarCarRental
customers,
n=802
carrentalbookers,
n=5,991
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
May
202433%
of
Dollar
Car
Rental
customers
are
innovators
or
early
adopters
of
newproductsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinGermany41%37%36%35%29%23%22%20%16%13%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
providershave
yourented
acarfrom
in
the
past12
months?";
Multi
Pick;
Base:
n=82
DollarCarRentalcustomers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024A
relatively
high
share
of
Dollar
Car
Rental
customers
think
that
food
&
watersecurity
is
an
issue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
Dollar
Car
Rental
customers40%38%41%40%37%35%39%38%37%33%33%37%35%32%32%35%35%34%34%32%31%30%29%28%27%26%24%20%18%16%ClimatechangeHousingEconomicsituationUnemploymentCrimeFood
andwater
securityPovertyEnvironmentDefense
&foreign
affairsEducationBrand
usersCategory
usersAllrespondents24
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=82
DollarCar
Rental
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Compared
to
other
car
rental
bookers,
Dollar
Car
Rental
customers
tend
tohave
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinGermanyBrand
users16%40%43%25%1%Category
usersAllrespondents20%45%10%20%43%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
providers
have
yourentedacarfromin
the
past12
months?";
Multi
Pick;
Base:
n=82
DollarCarRental
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024CHAPTER
05Marketing
touchpoints?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsTikTok
is
morepopular
among
Dollar
Car
Rental
customers
than
the
average
carrental
bookerMarketing
touchpoints:social
media
usageSocial
mediausageinGermany
bybrand80%75%70%70%69%60%66%58%63%57%50%37%50%40%29%30%30%30%30%
30%22%24%17%12%5%4%
4%BeReal.4%2%Clubhouse2%TikTokFacebookYouTube
SnapchatLinkedInJodelPinterestBrand
usersCategory
usersAllrespondents27
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=10
DollarCarRental
customers,n=175
carrentalbookers,n=8991
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
customers
tend
to
go
to
the
movies
more
often
than
car
rentalbookers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks83%80%67%80%78%76%71%66%66%66%62%62%61%60%50%50%51%37%51%49%48%45%42%35%40%40%39%37%31%28%27%26%18%DigitalvideocontentTVPodcastsMovies
/cinemaRadioMagazinesDigitalmusiccontentDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
providershave
yourented
acarfrominthe
past12
months?";
Multi
Pick;Base:
n=82
DollarCarRental
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
customers
remember
seeing
ads
on
blogs
and
forums
moreoften
than
other
car
rental
bookersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereDollar
Car
Rental
customers
inGermany
havecome
across
digital
advertisinginthepast4weeks55%50%49%48%38%46%43%43%41%40%40%39%38%38%38%37%35%35%24%34%29%28%27%25%24%23%20%17%14%11%Social
media
Video
streaming
Video
gamesservicesVideo
portalsOnlinestoresNewslettersWebsitesandappsof
brandsPodcastsBlogs/forumsMusicportalsBrand
usersCategory
usersAllrespondents29
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=82
DollarCarRental
customers,n=802carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Dollar
Car
Rental
customers
remember
ads
they
saw
in/at
the
movies/cinemamore
often
than
other
car
rental
bookersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinGermany
havecome
across
non-digital
advertisinginthe
past
4weeks50%48%38%48%47%46%45%44%44%41%41%
41%39%39%
39%32%38%37%37%34%28%25%24%15%OnTVInprintedmagazinesandjournalsOnadvertising
AtthemoviesOntheradioBy
mailshot
/advertisingmailInprinteddailynewspapersDirectly
inthe
storespaces/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
providers
have
yourented
acarfromin
the
past
12
months?";
Multi
Pick;Base:n=82
DollarCar
Rental
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
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