荷蘭de vakantie discounter用戶在線預(yù)訂市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSAccommodation

booking:

DeVakantie

Discounter

users

in

theNetherlandsConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDe

VakantieDiscounter

users

intheNetherlands:

who

theyare;

whatthey

like;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

DeVakantieDiscounter

usersintheNetherlands

(’’brandusers’’)

againstDutchaccommodation

bookers

ingeneral

(’’category

users’’),andthe

overall

Dutch

onliner,

labelled

as’’allrespondents’’

inthecharts.Numberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

theNetherlands)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsThe

brand

ranks

eighth

among

accommodation

booking

platforms

in

theNetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

accommodation

bookingplatforms

inthe

NetherlandsBAirbnb51%21%trivago12%10%D-reizenH9%8%8%8%8%8%SunwebHotels.nlDeVakantie

Discountervakantieveilingen.nlExpedia4Notes:"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation–

hotel

orprivate

accommodation–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=964

accommodation

bookersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

accommodation

bookers

using

De

Vakantie

Discounter

grew

by3percentage

points

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

accommodation

bookersusing

De

Vakantie

Discounter8%7%6%6%6%6%6%5%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation–

hotel

orprivate

accommodation–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=30

-

77

DeVakantie

Discounter

users,n=579

-964

accommodation

bookersSources:Consumer

Insights

Global

as

of

August

2023De

Vakantie

Discounter

users

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDeVakantie

Discounter

ismore

popular

Success

and

career

advancement

areItstands

out

that39%

ofDe

VakantieDiscounter

users

book

spontaneouslyviatheirsmartphone

when

traveling.DeVakantie

Discounter

users

access

theinternet

viaastreaming

device

moreoften

than

theaverage

accommodationbooker.among

Millennials

than

otheraccommodation

booking

platforms.relatively

important

to

DeVakantieDiscounter

users.There

is

afairlyeven

splitofmale

andfemale

De

VakantieDiscounter

users.Fashion

and

beauty

arerelativelyprevalent

interests

of

DeVakantieDiscounter

users.21%

ofDe

VakantieDiscounter

usersareinnovators

or

early

adopters

of

newproducts.Onsocial

media,

DeVakantieDiscounter

users

interact

withcompanies

more

often

thanotheraccommodation

bookers.DeVakantie

Discounter

hasalargershareof

users

with

ahigh

income

thanother

accommodation

bookingplatforms.Outdooractivities

arearelativelypopularhobbyamong

DeVakantieDiscounter

users.Arelatively

highshare

ofDeVakantieDiscounter

users

thinkthatunemployment

isanissuethatneeds

tobeaddressed.DeVakantie

Discounter

usersremember

hearing

adsonmusicportalsandstreaming

services

more

often

thanother

accommodation

bookers.DeVakantie

Discounter

users

aremorelikely

to

liveinlarge

citiesthanaccommodation

bookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+De

Vakantie

Discounter

is

more

popular

among

Millennials

than

otheraccommodation

booking

platformsDemographic

profile:

generationsAge

of

consumersintheNetherlandsBrand

users25%45%23%6%Category

usersAllrespondents21%31%31%36%34%13%21%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=77

DeVakantieDiscounter

users,n=964

accommodation

bookers,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:There

is

a

fairly

even

split

of

male

and

female

De

Vakantie

Discounter

usersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users48%47%52%53%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation–hotel

orprivateaccommodation

–in

the

past

12

months

(website

orapp)?’’;Multi

Pick;Base:n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsSources:Consumer

Insights

Global

as

of

August

202347%

of

De

Vakantie

Discounter

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands35%34%29%28%26%26%19%17%16%14%12%

12%6%5%

5%

5%3%2%

2%2%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;"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–in

the

past

12

months

(website

orapp)?’’;Multi

Pick;Base:n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Vakantie

Discounter

has

a

larger

share

of

users

with

a

high

income

thanother

accommodation

booking

platformsDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users44%30%26%26%Category

usersAllrespondents38%36%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

online

providershave

youbooked

anaccommodation

–

hotel

orprivate

accommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

accommodation

bookers,

De

Vakantie

Discounter

users

arerelatively

likely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheNetherlandslive35%34%30%29%27%20%18%16%16%15%10%9%9%7%6%6%3%3%3%1%

1%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation–

hotel

orprivateaccommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Vakantie

Discounter

users

are

more

likely

to

live

in

largecities

thanaccommodation

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands38%37%36%33%32%31%23%23%18%12%9%8%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

online

providers

have

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

De

Vakantie

Discounter

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users8%8%8%84%86%85%8%Category

usersAllrespondents6%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=12,161

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

De

VakantieDiscounter

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands56%55%53%53%51%50%39%

39%38%

38%35%32%34%32%29%29%20%23%19%18%21%21%21%19%18%11%10%13%12%10%Havingagood

timeAhappyrelationshipAnhonest

andrespectable

life

own

decisionsMaking

myTobesuccessfulSafety

andsecurityLearningnew

thingsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation–

hotel

orprivateaccommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relativelyprevalent

interests

of

De

Vakantie

DiscounterusersConsumer

lifestyle:

main

interestsTop10

interestsofDeVakantie

DiscounterusersintheNetherlands58%56%56%55%54%48%45%44%44%41%40%32%38%38%38%37%30%36%34%34%32%31%30%24%29%27%27%25%23%21%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessFashion&beautySportsPolitics&societyandcurrentworld

eventsHome

&gardenVehicles

&mobilityFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

De

Vakantie

DiscounterusersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDeVakantie

Discounterusersinthe

Netherlands49%47%44%44%43%43%41%35%39%34%39%35%35%34%32%31%30%30%27%29%28%27%26%25%21%25%25%23%22%18%OutdooractivitiesReadingTravelingCooking/bakingDoing

sportsandfitnessSocializingBoard

games/cardgamesVideo

gamingPetsPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months

(website

orapp)?’’;MultiPick;Base:n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Vakantie

Discounter

users

are

more

likely

to

play

baseball

or

softball

thanother

accommodation

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDe

Vakantie

DiscounterusersintheNetherlands34%21%21%18%18%18%17%13%14%14%13%12%10%9%9%9%8%7%7%7%6%6%5%4%5%5%4%4%3%2%Fitness,aerobics,cardioCyclingBaseball/SoftballDancingHikingSwimming/DivingBasketballSoccerYoga

/PilatesBadmintonBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(websiteorapp)?’’;

Multi

Pick;Base:

n=46

DeVakantie

Discounter

users,n=459

accommodation

bookers,

n=4,550

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Vakantie

Discounter

users

are

more

likely

to

follow

boxing

than

otheraccommodation

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDeVakantie

DiscounterusersintheNetherlands26%21%16%16%14%12%12%12%11%10%9%9%9%8%8%8%7%6%6%5%5%4%4%4%3%3%3%3%2%2%CyclingSoccerBoxingGymnasticsMotorsportsTennisBasketballAthletics(track&

field)Swimming/divingBaseballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–in

the

past

12

months(website

orapp)?’’;

Multi

Pick;

Base:

n=29

DeVakantie

Discounter

users,n=358

accommodation

bookers,

n=3,704

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

39%

of

De

Vakantie

Discounter

users

book

spontaneously

viatheir

smartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheNetherlands55%

55%43%42%42%39%38%36%33%29%29%23%22%21%19%When

I’mon

vacation,Iusemy

smartphoneasaguideWhen

itcomes

totraveling,Ialways

lookforthecheapest

offerIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainabilitycarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toisimportant

tomeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

online

providershave

you

bookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months

(website

orapp)?’’;Multi

Pick;Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=2,028

all

respondentsConsumer

Insights

Global

as

of

August

202321%

of

De

Vakantie

Discounter

users

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands40%37%35%31%28%23%23%21%20%19%11%9%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past12months

(website

orapp)?’’;Multi

Pick;Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

De

Vakantie

Discounter

users

think

thatunemployment

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheNetherlandsaccordingtoDe

Vakantie

Discounterusers59%53%50%47%

43%41%46%44%43%42%40%

38%35%40%38%38%35%31%36%33%32%32%30%30%

28%24%29%27%20%

20%PovertyHousingUnemploymentEconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityEducationImmigrationFood

andwater

securityClimatechangeBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation–

hotel

orprivate

accommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

202335%

of

De

Vakantie

Discounter

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users21%20%20%22%35%22%Category

usersAllrespondents32%32%33%15%32%17%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;"Fromwhich

ofthese

online

providershaveyoubooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:n=77

DeVakantie

Discounter

users,

n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsDe

Vakantie

Discounter

users

access

the

internet

via

a

streaming

device

moreoften

than

the

average

accommodation

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet93%91%87%80%

80%71%69%62%58%57%55%51%48%48%44%42%42%41%34%29%27%27%25%23%23%13%

12%SmartphoneLaptopSmart

TVTabletStreaming

deviceCategory

usersDesktop

PCGaming

consoleSmartwatchSmart

speakersBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

online

providershave

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months(website

orapp)?’’;

Multi

Pick;

Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

De

Vakantie

Discounter

users

interact

with

companies

moreoften

than

other

accommodation

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype57%57%53%51%51%50%40%49%39%47%46%39%45%43%37%42%29%40%34%27%

24%21%26%20%26%15%25%25%21%12%11%10%4%7%5%1%FollowedpeopleLiked

posts

Sentprivate

CommentedPostedpictures/videosPosted

texts/statusLikedcompanypostsFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

online

providershave

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past12

months(website

orapp)?’’;

Multi

Pick;

Base:

n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Vakantie

Discounter

users

tend

to

listen

to

podcasts

more

often

thanaccommodation

bookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheNetherlandshavebeen

using

inthe

past

4weeks81%80%66%75%75%73%68%68%66%62%61%58%51%55%53%48%38%47%39%44%41%36%

33%29%34%32%32%29%25%19%16%

16%15%DigitalvideocontentRadioTVMovies

/cinemaDigitalmusiccontentPodcastsMagazinesOnlinemagazinesDailynewspapersOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

online

providers

have

youbooked

anaccommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Vakantie

Discounter

users

remember

hearing

ads

on

music

portals

andstreaming

services

more

often

than

other

accommodation

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDeVakantie

DiscounterusersintheNetherlandshavecome

across

digital

advertisinginthepast4weeks49%48%46%36%45%36%42%42%41%36%38%35%34%34%34%33%27%32%31%26%30%26%25%25%23%22%21%21%19%17%Social

mediaVideo

portals

Search

enginesOtherappsNewslettersMusicportalsOnlinestoresVideo

games

Video

streamingservicesWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months(website

orapp)?’’;

Multi

Pick;

Base:n=77

DeVakantie

Discounter

users,n=964

accommodation

bookers,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

202348%

of

De

Vakantie

Discounter

users

remember

ads

they

saw

out-of-homeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks48%45%40%45%39%39%39%38%36%36%35%35%32%30%30%27%26%24%23%23%21%20%20%16%OnadvertisingspacesOntheradioBy

mailshot

/advertisingmailOnTVInprintedmagazinesandjournalsDirectly

inthestoreAtthemovies/cinemaInprinteddailynewspaperson

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources: