韓國汽車租賃用戶分析報(bào)告：jeju pass-外文版培訓(xùn)課件2024.7

CONSUMERS&BRANDSCar

rental:

Jeju

Pass

customersin

KoreaConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofJeju

Pass

customers

in

Korea:

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

tobenchmark

JejuPasscustomers

inKorea

(’’brandusers’’)

againstKorean

carrental

bookers

ingeneral(’’category

users’’),

and

the

overall

Korean

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Korea)?

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

insightsWith

a

user

share

of

17%,

Jeju

Pass

is

one

of

the

top

5

car

rental

providers

inKoreaManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinKoreaLotteRent-A-CarSKrent-a-carBJeju

Pass30%27%21%17%Expedia14%13%Jeju

StarRent

aCarCarmore10%Gogo

Rent

ACarHiRent

aCarHertz9%9%8%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=371

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

customers

in

KoreaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLikeother

carrental

providers,

JejuPass

Havingagood

timeisless

important

toItstands

out

that47%

ofJeju

Passcustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.Naver

Cafeis

more

popularamong

JejuPasscustomers

thanthe

average

carrental

booker.hasahighshareof

customers

thatareMillennials.Jeju

Passcustomers

than

toother

carrental

bookers.Jeju

Passismore

popularamong

female

Artsandliterature

arerelativelyJeju

Passcustomers

remember

hearingadson

musicportalsand

streamingservices

more

often

thanothercarrental

bookers.carrental

bookers

than

male

carrentalbookers.prevalent

interests

of

JejuPasscustomers.44%

ofJeju

Passcustomers

arelaggardsor

inthelatemajority

of

innovationadoption.Justlikecarrental

bookers

ingeneral,Jeju

Passcustomers

are

relativelyunlikely

tohavealow

income.Shoppingisarelatively

popularhobbyamong

Jeju

Passcustomers.Arelatively

highshare

ofJeju

Passcustomers

thinkthatfood

&watersecurity

isanissuethatneeds

tobeaddressed.Jeju

Passcustomers

are

more

likely

toliveincities

withover

1millioninhabitants

than

the

average

consumer.5Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Like

other

car

rental

providers,

Jeju

Pass

has

a

high

share

of

customers

that

areMillennialsDemographic

profile:

generationsAge

of

consumersinKoreaBrand

users19%19%19%40%40%31%32%10%9%Category

usersAllrespondents33%38%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=62

JejuPass

customers,n=371

carrentalbookers,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

is

more

popular

among

femalecar

rental

bookers

than

male

car

rentalbookersDemographic

profile:

genderGenderofconsumersinKoreaBrand

users42%58%Category

usersAllrespondents53%51%47%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=62

JejuPasscustomers,n=371

carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Many

Jeju

Pass

customers

have

a

bachelor’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinKorea67%63%63%15%14%13%11%11%9%7%5%4%3%3%3%

3%2%2%2%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

JejuPasscustomers,n=371

carrentalbookers,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Just

likecar

rental

bookers

in

general,

Jeju

Pass

customers

are

relatively

unlikelyto

have

a

low

incomeDemographic

profile:

incomeShare

ofconsumersinKorea

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users39%40%39%21%20%Category

usersAllrespondents40%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

JejuPasscustomers,n=371

carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Jeju

Pass

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinKorea

live53%49%38%25%18%16%13%13%12%

12%11%8%6%5%4%

4%4%

4%Multi-2%

2%

2%OtherSinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morehouseholdgenerationalfamilyrelated

adults

household

typesBrand

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

JejuPasscustomers,n=371

carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

the

average

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinKorea34%33%32%31%31%30%26%23%18%9%8%6%5%5%4%3%2%0%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

JejuPass

customers,n=371

carrentalbookers,n=12,145

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

20245%

of

Jeju

Pass

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinKoreaBrand

users5%5%92%91%3%4%Category

usersAllrespondents

3%90%7%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

JejuPasscustomers,n=371

carrentalbookers,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

less

important

to

Jeju

Pass

customers

than

to

other

carrental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKorea68%68%58%52%36%40%44%43%41%40%32%36%34%34%32%29%26%25%26%24%21%20%15%18%12%10%8%3%

4%

4%TraditionsHavingagood

timeAhappyrelationshipTobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerSocial

justiceBrand

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

JejuPasscustomers,n=371

carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arts

and

literature

are

relatively

prevalent

interests

of

Jeju

Pass

customersConsumer

lifestyle:

main

interestsTop10

interestsofJeju

Pass

customers

inKorea58%56%52%52%51%41%50%47%42%47%46%45%40%45%42%40%37%37%33%32%32%25%30%30%30%27%25%22%22%21%TravelFinance&economyMovies,TVshows&musicHealth

&fitnessFashion&beautyArts&literatureScience

&technologyPolitics&societyandcurrentworld

eventsFood

&diningSportsBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=62

Jeju

Passcustomers,n=371

carrentalbookers,n=12,145

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Shopping

is

a

relatively

popular

hobby

among

Jeju

Pass

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofJeju

Pass

customers

inKorea68%60%58%48%44%37%35%30%27%33%32%32%32%32%32%

33%21%30%29%25%25%23%24%20%Pets18%19%15%14%14%13%TravelingShoppingOutdooractivitiesReadingCars/vehiclesPhotographyTech

/computersVideo

gamingCooking/bakingBrand

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

JejuPasscustomers,n=371

carrentalbookers,

n=12,145

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

customers

are

more

likely

to

do

yoga

or

pilates

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofJejuPasscustomers

inKorea29%26%26%23%21%19%18%17%16%Golf13%13%13%13%12%12%11%11%9%8%8%7%8%8%7%7%6%5%5%4%4%BadmintonYoga

/pilatesRunning/joggingSwimming/DivingFitness,aerobics,

cardioCyclingHikingTableTennisDancingBrand

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=36

JejuPass

customers,n=181

carrentalbookers,

n=4,148

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

customers

are

more

likely

to

follow

volleyball

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byJejuPass

customersinKorea27%24%18%18%16%15%14%13%11%11%11%9%8%8%8%8%6%5%5%4%4%3%4%3%2%2%2%1%1%1%BaseballSoccerVolleyballGolfAmericanfootballBasketballMixedMartial

ArtsAthletics(track&

field)MotorsportsTennisBrand

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=23

JejuPasscustomers,n=110

carrentalbookers,

n=2,639

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20It

stands

out

that

47%

of

Jeju

Pass

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inKorea81%70%53%49%48%48%47%39%35%35%31%22%22%22%20%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainability

traveling,Ialways

lookcarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

itcomes

toisimportant

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

JejuPasscustomers,n=371

carrentalbookers,

n=2,025

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202444%

of

Jeju

Pass

customers

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKorea39%36%34%27%26%23%22%21%21%19%18%10%3%2%1%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

JejuPasscustomers,

n=371carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Jeju

Pass

customers

think

that

food

&

water

security

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Korea

according

toJeju

Pass

customers66%65%59%65%59%60%47%45%39%40%40%39%36%37%37%35%35%

31%29%34%32%32%32%32%31%29%29%24%18%15%Rising

prices/inflation/cost

of

livingEconomicsituationEnvironment

ClimatechangeDefense

&foreign

affairsEducationHousingHealth

andsocial

securityCrimeFood

andwater

securityBrand

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

Jeju

Passcustomers,n=371

carrentalbookers,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202453%

of

Jeju

Pass

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinKoreaBrand

users19%19%53%53%23%5%Category

usersAllrespondents21%7%17%49%21%13%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

JejuPasscustomers,

n=371

carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsNaver

Cafeis

more

popular

among

Jeju

Pass

customers

than

the

average

carrental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinKorea

bybrand87%80%78%71%68%56%67%67%40%32%40%40%37%29%29%27%27%27%27%20%17%23%21%14%21%20%9%4%4%2%YouTube

Instagram

Facebook

Naver

Cafe

KakaoStoryTikTokBandDaumCafe

Snapchat

X(Twitter)Brand

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=15

JejuPasscustomers,n=95

carrentalbookers,

n=3050

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

customers

tend

to

listen

to

podcasts

more

often

than

car

rentalbookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinKorea

havebeen

using

inthepast4weeks92%

92%87%83%82%67%71%69%66%62%63%61%57%45%53%51%36%46%45%44%39%39%34%17%30%16%29%17%25%15%

15%10%6%TVDigitalvideo

Digitalmusiccontent

contentMovies

/cinemaOnlinenewswebsitesRadioPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapersBrand

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

JejuPass

customers,n=371

carrentalbookers,n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

customers

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereJejuPass

customers

inKorea

havecome

across

digitaladvertisinginthepast4weeks60%54%52%46%38%42%42%42%40%39%39%37%25%37%37%32%31%31%28%25%23%21%19%18%18%18%11%17%12%10%Video

portals

Search

engines

OnlinestoresSocial

media

Video

streaming

MusicportalsservicesBlogs/forumsVideo

gamesWebsitesandappsof

brandsEditorialwebsitesandappsBrand

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

JejuPasscustomers,n=371

carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Jeju

Pass

customers

remember

ads

they

saw

in/at

the

movies/cinema

moreoften

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinKorea

havecome

across

non-digital

advertisinginthepast4weeks74%64%54%

55%44%53%40%48%37%34%24%30%29%21%26%17%24%23%21%15%15%12%10%9%OnTVOnadvertising

AtthemoviesDirectly

inthe

storeOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsspaces/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

JejuPasscustomers,n=371

carrentalbookers,

n=12,145

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024STATISTACONSUMER

INSIGHTSUnderstand