英國拼車軟件gett用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSRide

sharing:

Gett

users

in

theUnited

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGett

users

inthe

UnitedKingdom:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Gettusers

inthe

UnitedKingdom(’’brandusers’’)

againstUKride

sharingusers

ingeneral(’’category

users’’),

and

theoverall

UKonliner,

labelledas’’all

respondents’’

inthecharts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

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

insightsGett

is

the

sixth

most

used

ride

sharing

service

in

the

UK

with

Uber

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesintheUKUberBolt68%22%FREE

NOWAddisonLeeBlaBlaCarGett12%10%9%9%8%7%6%5%OlaGocarshareLiftshareWheely4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=1591,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

ride

sharing

users

using

Gett

grew

by4

percentage

points

since

Q1of

2022Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

Gett9%8%8%6%6%5%5%2021

Q12022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=34

-

140

Gettusers,n=588

-

1591

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023Gett

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGett

ismore

popularamong

Millennials

Success

and

career

advancement

areItstands

out

that55%

ofGett

users

trytooptformore

environmentally-friendly

means

oftransportation.Gett

users

accesstheinternet

viaadesktop

PCmore

often

thantheaverage

ridesharinguser.thanother

ridesharing

services.relatively

important

to

Gett

users.Gett

ismore

popularamong

maleridesharingusers

thanfemale

ridesharingusers.Gaming

and

eSports

are

relativelyprevalent

interests

of

Gettusers.30%

ofGett

users

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

Gett

usersinteract

withcompanies

more

often

thanother

ridesharingusers.Carsor

vehicles

are

relatively

popularhobbiesamong

Gettusers.Gett

hasalarger

shareof

users

withahighincome

thanother

ridesharingservices.Arelatively

highshare

ofGett

usersthink

thatdefense

&foreign

affairsareissues

thatneed

tobeaddressed.Gett

users

remember

seeing

adsonblogs

and

forums

more

often

thanother

ridesharingusers.Gett

users

aremore

likely

toliveinmegacities

than

ridesharing

usersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Gett

is

more

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersintheUKBrand

users16%75%8%

1%Category

usersAllrespondents27%45%22%7%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=140,

Gettusers,n=1591,

ride

sharing

users,n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Gett

is

more

popular

among

male

ride

sharing

users

than

female

ride

sharingusersDemographic

profile:

genderGenderofconsumersintheUKBrand

users63%37%Category

usersAllrespondents51%49%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,

ride

sharing

users,n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofGett

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK38%36%33%28%23%22%22%18%15%14%11%9%7%6%5%4%3%3%1%

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:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=140,

Gettusers,n=1591,ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gett

has

a

larger

share

of

users

with

a

high

income

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users60%26%15%Category

usersAllrespondents40%35%25%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

Gett

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive56%35%34%24%21%16%14%14%14%12%8%

8%9%7%6%5%4%4%4%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=140,

Gettusers,

n=1591,

ridesharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gett

users

are

more

likely

to

live

in

megacities

than

ride

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK34%32%27%26%24%21%20%20%16%13%12%11%10%10%8%7%6%0%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20236%

of

Gett

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users6%92%2%Category

usersAllrespondents10%86%4%8%89%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Gett

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK60%59%49%48%44%42%39%36%39%34%35%35%34%34%32%29%28%27%27%23%20%24%14%17%16%13%13%11%10%7%AhappyrelationshipTobesuccessfulHavingagood

timeMaking

myown

decisions

respectable

lifeAnhonest

andSafety

andsecurityAdvancingmy

careerLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Gett

usersConsumer

lifestyle:

main

interestsTop10

interestsofGettusersintheUK57%56%45%45%44%43%43%41%

42%35%40%39%37%37%34%33%33%33%32%31%30%25%30%29%23%21%20%16%14%9%TravelMovies,TVshows&musicHealth

&fitnessScience

&technologySportsFood

&diningVehicles

&mobilityFinance&economyGaming

&eSportsFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=140,

Gettusers,n=1591,

ride

sharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Gett

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGett

usersintheUK42%42%41%40%39%38%37%37%36%36%36%35%35%34%34%33%28%33%32%25%32%31%29%30%26%22%22%19%17%16%OutdooractivitiesTravelingCars/vehiclesSocializingVideo

gamingCooking/bakingDoing

sportsandfitnessReadingTech

/computersPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,

ride

sharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gett

users

are

more

likely

to

play

basketball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGett

usersintheUK23%21%21%19%14%19%17%15%15%14%14%13%13%12%12%12%10%10%10%9%9%7%7%6%6%5%5%3%3%3%BasketballFitness,aerobics,cardioSoccerRunning/JoggingCyclingBadmintonAmericanFootball

/FlagFootballBaseball/SoftballDancingTableTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=67,

Gettusers,n=728,

ride

sharing

users,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gett

users

are

more

likely

to

follow

baseball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGett

usersintheUK29%26%24%19%18%16%16%15%13%12%12%12%12%11%10%10%9%9%9%8%7%7%7%6%6%6%5%4%4%3%SoccerBasketballTennisBoxingAmericanfootballBaseballCricketGolfMotorsportsSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=52,

Gettusers,n=589,

ride

sharing

users,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

55%

of

Gett

users

try

to

opt

for

more

environmentally-friendlymeans

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheUK55%46%40%33%31%29%27%27%

26%25%25%25%22%23%16%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicIcanimagineusingaself-driving

taxiDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=140,

Gettusers,n=1591,

ride

sharing

users,n=2013,

all

respondentsConsumer

Insights

Global

as

of

August

202330%

ofGett

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK41%38%36%32%26%25%20%19%18%16%11%10%4%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/

ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,Gettusers,

n=1591,

ridesharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofGett

users

think

that

defense

&

foreign

affairs

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toGett

users63%62%48%48%37%41%40%41%

40%39%39%

39%37%36%33%29%35%34%33%31%31%30%25%30%29%24%24%23%14%

14%Rising

prices

Climatechange/inflation/EconomicsituationHealth

andsocial

securityEnvironmentHousingEducationDefense

&foreign

affairsPovertyCrimecost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=140,

Gettusers,n=1591,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

Gett

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users10%26%59%5%Category

usersAllrespondents23%23%36%29%26%12%14%37%LeftCenterRightPrefer

nottoanswer25

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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=140,

Gettusers,n=1591,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsGett

users

access

the

internet

via

a

desktop

PC

more

often

than

the

averageride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet92%91%86%77%70%69%67%64%61%61%55%54%54%53%52%51%50%46%46%43%39%40%38%38%36%31%30%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersStreaming

deviceCategory

usersTabletSmartwatchSmart

speakers

Gaming

consoleAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,

ride

sharing

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Gett

users

interact

with

companies

more

often

than

other

ridesharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type63%60%55%

55%47%54%54%53%51%47%44%44%43%42%41%41%40%39%39%36%35%27%33%32%31%30%22%30%19%15%8%7%5%4%1%

2%Commentedon

postsFollowedpeopleSentprivatemessagesPostedpictures/videosLiked

postsbyotherusersLikedcompanypostsFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

used/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=140,

Gettusers,n=1591,

ride

sharing

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gett

users

tend

to

read

magazines

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks85%82%79%79%78%68%63%62%60%59%58%58%58%57%54%46%52%50%48%47%45%35%39%31%38%34%27%31%28%18%26%20%15%DigitalvideocontentTVDigitalmusiccontentPodcastsMagazinesMovies

/cinemaOnlinenewswebsitesOnlinemagazinesRadioDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=60,

Gettusers,n=802,

ridesharing

users,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gett

users

remember

seeing

ads

on

blogs

and

forums

more

often

than

otherride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGett

usersintheUK

havecome

across

digital

advertisinginthepast4weeks52%47%46%45%43%41%40%35%38%31%37%38%37%35%32%31%31%29%28%21%27%25%24%24%20%18%17%15%13%10%Social

mediaVideo

portals

Video

streaming

OnlinestoresservicesBlogs/forumsSearch

engines

Video

gamesMusicportalsOtherappsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;

Base:

n=140,

Gettusers,n=1591,

ride

sharing

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gett

users

remember

ads

they

saw

in

printed

magazines

and

journals

moreoften

than

other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks54%51%51%47%46%39%36%36%34%

34%34%33%32%32%31%31%21%29%27%24%22%19%18%18%OnTVOnadvertisingspacesInprintedmagazinesandjournalsAtthemovies/cinemaDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershav