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CONSUMERS&BRANDSCar
rental:
Budget
customers
inGermanyConsumer
Insights
reportMay2024Statista
Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology(1)Design:
OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofBudget
customers
inGermany:
whotheyare;
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
toRegion:
56countriesbenchmark
Budgetcustomers
inGermany
(’’brandusers’’)
againstGerman
carrental
bookers
ingeneral(’’category
users’’),
and
the
overall
German
consumer,labelled
as’’all
respondents’’
inthe
charts.Numberof
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
May
2024CHAPTER
01Management
summary?
Brand
usage?
Key
insightsBudget
is
the
eighth
most
used
car
rental
providerin
Germany
with
Europcar
infirst
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
Budget
grew
by2
percentage
points
sinceQ1
of
2021Management
summary:
brandusagetimelineTimeline
of
carrental
bookersusing
Budget11%11%11%11%10%10%10%10%10%10%10%9%9%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q22023
Q32023
Q42024
Q15Notes:"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=33-
92
Budgetcustomers,
n=345
-
824
carrentalbookersSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
customers
in
GermanyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsBudget
ismore
popularamongGeneration
Zthanother
carrentalproviders.Success
and
career
advancement
arerelatively
important
to
Budgetcustomers.Itstands
out
that40%
ofBudgetcustomers
say
thatwhen
itcomes
totraveling,sustainabilityisimportant
tothem.LinkedInis
more
popularamong
Budgetcustomers
thantheaverage
carrentalbooker.Compared
toothercarrental
providers,
Sportsisarelatively
prevalent
interestBudget
customers
remember
seeingadson
blogs
and
forums
more
oftenthan
other
carrental
bookers.Budget
hasarelatively
high
share
offemale
customers.of
Budgetcustomers.37%
ofBudget
customers
areinnovators
or
early
adopters
ofnewproducts.Making
musicisarelatively
popularhobbyamong
Budget
customers.Budget
hasalarger
shareof
customerswith
alow
income
thanothercarrentalproviders.Arelatively
highshare
ofBudgetcustomers
thinkthatunemployment
isanissuethatneeds
tobe
addressed.Budget
customers
aremore
likely
to
liveinlargecities
than
carrental
bookers
ingeneral.6Sources:
Statista
Consumer
Insights
Global
as
of
May
2024CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Budget
is
morepopular
among
Generation
Z
than
other
car
rental
providersDemographic
profile:
generationsAge
of
consumersinGermanyBrand
users35%51%13%1%Category
usersAllrespondents20%19%45%28%7%33%34%13%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providershave
yourentedacarfromin
the
past
12
months?";
Multi
Pick;
Base:n=89
Budget
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Compared
to
other
car
rental
providers,
Budget
has
a
relatively
high
share
offemalecustomersDemographic
profile:
genderGenderofconsumersinGermanyBrand
users49%51%Category
usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=89
Budget
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
202458%
of
Budget
customers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinGermany38%31%24%23%21%21%20%19%18%17%13%13%11%10%8%3%2%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=89
Budgetcustomers,
n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
has
a
larger
share
of
customers
with
a
low
income
than
other
car
rentalprovidersDemographic
profile:
incomeShare
ofconsumersinGermany
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users54%55%14%32%Category
usersAllrespondents27%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=89
Budget
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Compared
to
other
car
rental
bookers,
Budget
customers
are
relatively
likely
tolive
in
a
household
of
two
or
more
related
adultsDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinGermany
live44%38%29%28%25%25%20%13%13%12%10%7%8%7%7%4%3%2%
2%Multi-2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
moreOthergenerationalfamilyrelated
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
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=89
Budget
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
customers
are
more
likely
to
live
in
large
cities
than
car
rental
bookers
ingeneralDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinGermany38%31%29%25%23%23%22%21%20%16%14%14%10%8%4%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=89
Budget
customers,n=802
carrentalbookers,
n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
May
20248%
of
Budget
customers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinGermanyBrand
users8%7%7%87%89%6%4%Category
usersAllrespondents86%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=89
Budget
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
Budget
customersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinGermany53%53%43%43%42%42%37%36%36%35%35%34%33%30%29%29%29%28%28%27%24%24%22%21%20%19%16%12%11%10%Havingagood
timeAhappyrelationshipTobesuccessfulLearningnew
thingsSafety
andsecurityMaking
myown
decisions
respectable
lifeAnhonest
andAdvancingmy
careerSocial
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=89Budget
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Sports
is
a
relatively
prevalent
interest
of
Budget
customersConsumer
lifestyle:
main
interestsTop10
interestsofBudgetcustomers
inGermany61%54%54%51%50%50%47%46%45%45%44%43%41%42%39%35%40%39%39%39%38%37%36%34%34%25%32%28%27%25%SportsTravelHealth
&fitnessMovies,TVshows&musicFood
&diningVehicles
&mobilityFamily
&parentingFashion&beautyCareer
&educationHome
&gardenBrand
usersCategory
usersAllrespondents17
Notes:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=89
Budget
customers,n=802
carrentalbookers,
n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Making
music
is
a
relatively
popular
hobby
among
Budget
customersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofBudgetcustomers
inGermany58%54%53%49%48%47%46%42%44%44%44%44%44%42%40%40%40%38%37%35%35%35%35%34%29%24%19%18%18%13%OutdooractivitiesCars/vehiclesDoing
sportsandfitnessSocializingTravelingReadingCooking/bakingMaking
musicPhotographyTech
/computersBrand
usersCategory
usersAllrespondents18
Notes:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=89
Budget
customers,n=802
carrentalbookers,n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
customers
are
more
likely
to
play
basketball
than
other
car
rentalbookersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofBudgetcustomers
inGermany29%29%28%27%26%25%22%22%22%21%21%20%19%18%18%18%17%16%15%15%15%12%12%10%10%9%9%6%6%4%BasketballCyclingDancingSoccerSwimming/DivingBadmintonRunning/joggingFitness,aerobics,
cardioYoga
/pilatesTennisBrand
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=55
Budget
customers,n=513
carrentalbookers,
n=18,382
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
customers
are
more
likely
to
followbasketball
than
other
car
rentalbookersConsumer
lifestyle:
sports
followedTop10
sports
followed
byBudgetcustomersinGermany40%35%27%26%24%18%18%17%17%16%15%14%13%13%13%13%13%11%11%10%9%8%8%7%7%7%7%7%6%4%SoccerBasketballAmericanfootballAthletics(track&field)BoxingTennisMotorsportsHandballCyclingSwimming/divingBrand
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=48
Budgetcustomers,
n=372
carrentalbookers,
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
Budget
customers
say
that
when
it
comes
to
traveling,sustainability
is
important
to
themConsumer
attitudes:travelAgreementwithstatements
towards
travel
inGermany60%58%54%52%46%45%42%40%40%39%33%
33%28%22%17%When
I’mon
vacation,Iusemy
smartphone
book
accommodations,When
I’mtraveling,IIwant
to
experiencesomething
uniqueduringmy
travelsWhen
itcomes
totraveling,sustainability
traveling,Ialways
lookisimportant
tomeAllrespondentsWhen
itcomes
toasaguidecarrentals,etc.spontaneously
viamysmartphoneforthecheapest
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=89
Budget
customers,n=802
carrentalbookers,
n=5,991
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
May
202437%
of
Budget
customers
are
innovators
orearly
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinGermany41%37%37%36%34%23%20%16%15%13%11%10%3%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=89
Budget
customers,n=802carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024A
relatively
high
share
of
Budget
customers
think
that
unemployment
is
an
issuethat
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
Budgetcustomers54%51%44%43%37%42%40%36%41%40%39%34%39%38%38%37%37%31%37%36%35%33%
34%29%34%33%29%28%27%26%ClimatechangeEconomicsituationEnvironmentHousingUnemployment
Rising
prices/inflation/EducationCrimeHealth
andsocial
securityImmigrationcost
of
livingBrand
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=89
Budget
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Compared
to
other
car
rental
bookers,
Budget
customers
tend
to
have
moreright
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinGermanyBrand
users24%30%38%8%Category
usersAllrespondents20%45%25%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=89
Budget
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
touchpointsLinkedIn
is
morepopular
among
Budget
customers
than
the
average
car
rentalbookerMarketing
touchpoints:social
media
usageSocial
mediausageinGermany
bybrand75%69%69%
69%66%58%63%57%
56%50%50%44%44%37%30%22%29%29%25%25%25%25%24%17%14%12%11%6%5%2%Facebook
YouTubeLinkedInPinterestTikTokClubhouse
Snapchat
X(Twitter)XingBrand
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=16
Budget
customers,n=175
carrentalbookers,n=8991
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
customers
tend
to
go
to
the
movies
more
often
than
car
rental
bookersin
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks81%
80%67%80%78%74%71%71%69%66%62%62%61%56%56%51%37%50%51%50%48%45%42%35%40%
40%27%40%36%31%28%26%18%DigitalvideocontentTVMovies
/cinemaRadioDigitalmusiccontentMagazinesPodcastsDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
providershave
yourented
acarfrominthe
past12
months?";
Multi
Pick;Base:
n=89
Budget
customers,n=802
carrentalbookers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
customers
remember
seeing
ads
on
blogs
and
forums
more
often
thanother
car
rental
bookersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereBudgetcustomers
inGermany
havecome
across
digital
advertisinginthepast4weeks55%49%50%48%46%45%45%43%42%41%40%40%39%38%38%38%38%37%35%34%23%34%28%27%25%24%20%18%14%11%Video
portalsOnlinestores
Video
streamingservicesWebsitesandappsof
brandsSocial
mediaVideo
gamesBlogs/forumsEditorialwebsitesandappsSearch
enginesPodcastsBrand
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=89
Budget
customers,n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024Budget
customers
remember
ads
they
saw
in/at
the
movies/cinema
more
oftenthan
other
car
rental
bookersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinGermany
havecome
across
non-digital
advertisinginthe
past
4weeks47%47%46%41%45%45%45%44%41%40%40%39%39%38%38%37%37%32%37%34%28%25%24%15%Directly
inthe
storeOntheradioAtthemovies/cinemaOnTVInprintedmagazinesandjournalsOnadvertising
By
mailshot
/Inprinteddailynewspapersspacesadvertisingmailon
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=89
Budgetcustomers,
n=802
carrentalbookers,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
May
2024STATISTACONSUMER
I
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