印度航空公司alliance air用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSAirlines:

Alliance

Air

customersin

IndiaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAllianceAircustomers

inIndia: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,thereport

allows

thereader

tobenchmark

AllianceAircustomers

inIndia

(’’brandusers’’)

againstIndianairline

customers

ingeneral(’’category

users’’),

and

theoverall

Indian

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

India)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsAlliance

Air

ranks

outside

the

top

10

of

most

used

airlines

in

IndiaManagement

summary:

brandusageand

competitionTop10

most

used

airlinesinIndiaAirIndiaIndiGo71%54%AirAsia30%29%EmiratesSpiceJet24%22%AirIndiaExpressVistara

AirlinesGoFirst

/GoAirLufthansa17%15%14%12%Singapore

Airlines4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=831,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:Alliance

Air

customers

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAllianceAiris

more

popularamongGeneration

Xthanother

airlines.Ahappy

relationship

isless

important

to

Itstands

out

that57%

ofAllianceAirAllianceAircustomers

access

theinternet

viaastreaming

device

moreoften

than

theaverage

airline

customer.AllianceAircustomers

thantootherairlinecustomers.customers

always

look

forthecheapestoffer

when

traveling.Compared

tootherairlines,

AllianceAirhasarelatively

high

share

offemalecustomers.Gaming

and

eSports

are

relativelyprevalent

interests

of

AllianceAircustomers.43%

ofAllianceAircustomers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

AllianceAircustomersinteract

with

companies

more

oftenthan

other

airlinecustomers.AllianceAirhasalarger

share

ofcustomers

with

alow

income

thanother

Making

musicisarelatively

popularArelatively

highshare

ofAllianceAircustomers

thinkthatgovernment

debtisanissuethatneedstobeaddressed.AllianceAircustomers

remember

seeingadsinnewsletters

more

often

thanother

airlinecustomers.airlines.hobbyamong

AllianceAircustomers.AllianceAircustomers

are

more

likely

toliveinlarge

citiesthan

airline

customersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Alliance

Air

is

more

popular

among

Generation

X

than

other

airlinesDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users30%31%49%22%0%0%0%Category

usersAllrespondents54%15%41%46%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

airlines,

Alliance

Air

has

a

relatively

high

share

of

femalecustomersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users52%48%Category

usersAllrespondents59%41%60%40%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202311%

of

Alliance

Air

customers

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinIndia51%48%41%37%35%23%11%10%5%5%5%5%

5%4%3%3%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=88,

Alliance

Air

customers,n=831,

airlinecustomers,n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Alliance

Air

has

a

larger

share

of

customers

with

a

low

income

than

otherairlinesDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users41%26%33%Category

usersAllrespondents51%32%17%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

from

in

thepast

12

months?";

Multi

Pick;Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Alliance

Air

customers

are

relatively

likelyto

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive36%34%30%26%25%25%24%24%18%9%9%8%8%5%5%3%3%3%3%Singlehousehold2%0%CouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

moreOtherrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Alliance

Air

customers

are

more

likely

to

live

in

large

cities

than

airline

customersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia40%31%30%28%27%25%20%17%13%11%11%10%9%8%8%7%3%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

allrespondentsConsumer

Insights

Global

as

of

August

202342%

of

Alliance

Air

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users42%55%3%Category

usersAllrespondents17%18%77%6%71%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

Alliance

Air

customers

than

to

otherairline

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia52%53%50%42%43%42%41%39%36%31%33%32%32%27%30%31%23%28%27%27%26%24%23%21%14%18%16%15%12%11%Tobesuccessful

Anhonest

andrespectable

lifeLearningnew

thingsAhappyrelationshipSafety

andsecurityAdvancingmy

careerMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:n=88,Alliance

Air

customers,n=831,

airline

customers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Alliance

Air

customersConsumer

lifestyle:

main

interestsTop10

interestsofAllianceAir

customers

inIndia58%

58%58%57%

57%47%56%56%53%43%52%45%50%50%49%49%49%49%48%47%45%38%45%43%43%41%36%35%31%24%TravelHealth

&fitnessFood

&diningSportsFamily

&parentingCareer

&educationFashion&beautyScience

&technologyFinance&economyGaming

&eSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

allrespondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Alliance

Air

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAllianceAir

customers

inIndia62%59%59%53%51%48%49%49%49%48%48%46%41%44%43%43%43%33%41%40%37%35%35%30%29%28%29%28%27%23%PhotographyTravelingMaking

musicMeditation/wellnessReadingWritingGardeningandplantsOutdooractivitiesCars/vehiclesTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,all

respondentsConsumer

Insights

Global

as

of

August

2023Alliance

Air

customers

are

more

likely

to

play

baseball

or

softball

than

otherairline

customersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAllianceAircustomersinIndia43%36%34%33%33%32%30%30%28%27%26%26%24%22%20%19%18%17%16%14%14%13%14%12%12%11%10%9%8%8%CricketBadmintonAmericanFootball

/FlagFootballCyclingBasketballBaseball/SoftballVolleyball

/Beach

VolleyballDancingSoccerFitness,aerobics,cardioBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past12

months?";

Multi

Pick;Base:n=48,

Alliance

Air

customers,n=854,

airlinecustomers,n=10403,

all

respondentsConsumer

Insights

Global

as

of

August

2023Alliance

Air

customers

are

more

likely

to

follow

baseball

than

other

airlinecustomersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAlliance

Aircustomers

inIndia49%46%37%35%35%34%31%22%32%32%32%31%30%30%20%18%16%15%14%13%13%11%11%11%10%10%Golf9%8%7%6%CricketBasketballSoccerAmericanfootballBaseballBoxingVolleyballCyclingTabletennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=49,

Alliance

Air

customers,n=871,airline

customers,n=10294,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

57%

of

Alliance

Air

customers

always

look

for

the

cheapestoffer

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inIndia66%63%60%

60%59%57%54%53%50%50%49%41%40%38%35%When

I’mtraveling,Ibook

accommodations,

traveling,sustainabilitycarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,Ialways

lookforthecheapest

offerWhen

I’mon

vacation,Iusemy

smartphoneasaguideisimportant

tomeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=4028,

allrespondentsConsumer

Insights

Global

as

of

August

202343%

of

Alliance

Air

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia42%41%35%31%30%24%23%18%17%15%11%6%3%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Alliance

Air

customers

think

that

governmentdebt

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoAllianceAir

customers55%55%53%52%47%49%48%45%45%44%42%41%36%40%40%39%39%39%39%37%36%36%35%34%33%33%28%23%21%20%Environment

UnemploymentEducationCrimeHealth

andsocial

securityGovernment

ClimatechangedebtReligiousconflictsCivilrightsEconomicsituationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Alliance

Air

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users17%16%19%11%67%5%Category

usersAllrespondents22%55%6%20%51%10%LeftCenterRightPrefer

nottoanswer24

Notes:Sources: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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=88,

Alliance

Air

customers,n=831,

airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsAlliance

Air

customers

access

the

internet

via

a

streaming

device

more

oftenthan

the

average

airline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet96%95%95%87%85%80%78%77%73%71%67%65%65%63%63%61%56%54%53%49%48%43%40%38%36%27%25%SmartphoneLaptopSmart

TVSmartwatchBrand

usersDesktop

PCTabletStreaming

device

Smart

speakers

Gaming

consoleCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=88,

Alliance

Air

customers,n=831,airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Alliance

Air

customers

interact

with

companies

more

oftenthan

other

airline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype67%64%63%61%61%61%60%59%58%43%58%58%57%57%53%53%53%52%51%50%50%39%50%

49%39%49%45%43%30%37%6%3%2%1%0%

0%Liked

postsbyotherusersLikedcompanypostsPostedpictures/videosSentprivatemessagesFollowedcompaniesFollowedpeopleCommentedon

postsSharedpostsbyother

usersPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=88,

Alliance

Air

customers,

n=831,airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Alliance

Air

customers

tend

to

listen

to

the

radio

more

often

than

airlinecustomers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks86%84%83%82%80%79%76%76%63%75%72%70%70%62%68%67%65%59%58%43%57%56%56%53%51%50%43%32%41%34%38%37%28%DigitalvideocontentDailynewspapersMovies

/cinemaTVPodcastsMagazinesDigitalmusiccontentRadioOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

you

bookedaflight

from

in

the

past

12

months?";

Multi

Pick;Base:n=88,

Alliance

Aircustomers,

n=831,

airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Alliance

Air

customers

remember

seeing

ads

in

newsletters

more

often

thanother

airline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAllianceAir

customers

inIndia

have

come

across

digital

advertisinginthe

past4weeks62%62%59%56%55%53%52%52%52%52%51%51%49%49%48%47%36%45%42%42%42%

41%34%41%40%40%34%31%26%21%OnlinestoresSocial

mediaMusicportalsVideo

games

Video

streaming

NewslettersservicesVideo

portalsWebsitesandappsof

brandsSearch

enginesOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;

Base:n=88,

Alliance

Air

customers,n=831,airline

customers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Alliance

Air

customers

remember

advertising

they

heard

on

the

radio

moreoften

than

other

airline

customersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks68%65%64%61%59%56%56%55%54%50%42%49%46%46%43%43%39%37%36%36%31%28%26%21%Directly

inthestoreAtthemovies

OnadvertisingInprinteddailynewspapersBy

mailshot

/advertisingmailOnTVInprintedmagazinesandjournalsOntheradio/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=88,

Allianc