荷蘭航空公司corendon airlines用戶市場(chǎng)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:

Corendon

Airlinescustomers

in

the

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCorendon

Airlines

customers

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:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Corendon

Airlinescustomers

intheNetherlands

(’’brandusers’’)

againstDutch

airlinecustomers

ingeneral

(’’category

users’’),

and

theoverall

Dutch

onliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

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

theextended

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

insightsCorendon

Airlines

ranks

sixth

among

airlines

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

airlinesintheNetherlandsKLMRoyal

DutchAirlinesTransavia34%24%TUI17%Ryanair15%15%easyJetCorendon

AirlinesBritish

AirwaysEmirates10%9%9%TurkishAirlinesAirFrance8%8%4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=659,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

airline

customers

using

Corendon

Airlines

declined

by2percentage

points

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

airlinecustomers

using

Corendon

Airlines12%11%11%11%11%10%10%10%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=30

-

68

Corendon

Airlines

customers,

n=259

-

659

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:Corendon

Airlines

customers

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsCorendon

Airlinesis

more

popularSuccess

and

career

advancement

areamong

Generation

Zthanother

airlines.

relatively

important

to

CorendonAirlinescustomers.Itstands

out

that40%

ofCorendonAirlinescustomers

book

spontaneouslyviatheirsmartphone

when

traveling.Corendon

Airlinescustomers

access

theinternet

viaasmart

speaker

more

oftenthan

theaverage

airline

customer.Compared

tootherairlines,

CorendonAirlineshasarelatively

highshareoffemale

customers.Vehicles

andmobility

arerelativelyprevalent

interests

of

Corendon

Airlinescustomers.25%

ofCorendon

Airlines

customers

are

Onsocial

media,

Corendon

Airlinesinnovators

or

early

adopters

ofnewproducts.customers

interact

with

companiesmore

often

than

other

airlinecustomers.Corendon

Airlineshasalarger

share

ofcustomers

with

amedium

householdincome

thanotherairlines.Carsor

vehicles

are

relatively

popularhobbiesamong

Corendon

Airlinescustomers.Arelatively

highshare

ofCorendonAirlinescustomers

think

thatfood

&water

security

isanissuethatneedstobeaddressed.Corendon

Airlinescustomers

rememberhearing

adson

musicportalsandstreaming

services

more

often

thanother

airlinecustomers.Corendon

Airlinescustomers

are

morelikely

to

liveinlarge

citiesthanairlinecustomers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Corendon

Airlines

is

more

popular

among

Generation

Z

than

other

airlinesDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users37%37%22%4%Category

usersAllrespondents27%31%32%11%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=68,

Corendon

Airlines

customers,n=659,

airline

customers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

airlines,

Corendon

Airlines

has

a

relatively

high

share

offemale

customersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users44%56%Category

usersAllrespondents51%49%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202353%

of

Corendon

Airlines

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands37%34%30%30%26%24%17%14%13%13%12%12%12%7%5%3%3%3%2%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

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=68,

Corendon

Airlines

customers,n=659,

airlinecustomers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Corendon

Airlines

has

a

larger

share

of

customers

with

a

medium

householdincome

than

other

airlinesDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users33%40%28%Category

usersAllrespondents40%34%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

airlines

have

youbookeda

flight

from

in

thepast

12

months?";

Multi

Pick;Base:

n=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Corendon

Airlines

customers

arerelatively

likely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive35%30%29%29%27%24%22%20%16%13%12%10%9%8%4%3%3%3%1%1%0%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

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=68,

Corendon

Airlines

customers,n=659,

airline

customers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Corendon

Airlines

customers

are

more

likely

to

live

in

large

cities

than

airlinecustomers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands49%37%32%33%33%32%23%22%13%12%8%6%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,all

respondentsConsumer

Insights

Global

as

of

August

20234%

of

Corendon

Airlines

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users4%93%86%3%Category

usersAllrespondents8%6%8%85%7%YesNoWould

rathernot

say14

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=68,

Corendon

Airlines

customers,n=659,

airlinecustomers,n=12161,

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

Corendon

AirlinescustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands53%51%51%50%40%43%43%35%35%39%38%38%35%34%34%31%23%20%21%23%22%21%21%21%18%16%13%12%

12%9%AhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeSafety

andsecurityMaking

myown

decisionsTobesuccessfulLearningnew

thingsSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

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=68,Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Corendon

AirlinescustomersConsumer

lifestyle:

main

interestsTop10

interestsofCorendon

Airlines

customers

intheNetherlands63%56%56%54%51%47%45%44%42%32%43%41%40%38%38%34%35%34%32%25%32%32%30%29%29%30%27%24%23%21%TravelFood

&diningHealth

&fitnessMovies,TVshows&musicFashion&beautyVehicles

&mobilitySportsHistoryHome

&gardenFamily

&parentingBrand

usersCategory

usersAllrespondents17

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=68,

Corendon

Airlines

customers,

n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Corendon

AirlinescustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCorendon

Airlines

customers

intheNetherlands56%49%41%38%34%40%39%37%37%35%35%34%34%34%33%23%32%28%31%Pets30%28%30%29%28%26%25%23%19%18%15%TravelingCooking/bakingReadingSocializingDoing

sportsandfitnessOutdooractivitiesPhotographyVideo

gamingCars/vehiclesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Corendon

Airlines

customers

are

more

likely

to

go

swimming

or

diving

thanother

airline

customersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCorendon

Airlines

customers

intheNetherlands25%22%21%19%18%15%15%15%15%14%14%13%12%10%10%9%9%9%8%7%7%7%6%5%5%4%4%4%4%2%Fitness,aerobics,cardioSwimming/DivingRunning/JoggingSoccerBasketballDancingHikingCyclingBadmintonBaseball/SoftballBrand

usersCategory

usersAllrespondents19

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=35,

Corendon

Airlines

customers,n=305,airline

customers,n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023Corendon

Airlines

customers

are

more

likely

to

follow

boxing

than

other

airlinecustomersConsumer

lifestyle:

sports

followedTop10

sports

followed

byCorendon

Airlines

customers

intheNetherlands27%21%19%12%10%9%9%8%7%7%7%7%7%6%6%6%6%5%4%4%4%4%3%3%3%3%2%2%2%2%SoccerBoxingBasketballCyclingGymnasticsSwimming/divingGolfHandballMotorsportsMixedMartial

ArtsBrand

usersCategory

usersAllrespondents20

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=24,

Corendon

Airlines

customers,n=252,

airline

customers,n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

40%

of

Corendon

Airlines

customers

book

spontaneously

viatheir

smartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheNetherlands56%

56%42%43%41%40%38%37%33%32%29%26%23%22%19%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,Ialways

look

traveling,sustainabilitycarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

itcomes

toforthecheapest

offerisimportant

tomeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=2028,

allrespondentsConsumer

Insights

Global

as

of

August

202325%

of

Corendon

Airlines

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands41%40%39%28%27%25%23%21%19%15%12%9%1%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=68,

Corendon

Airlinescustomers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Corendon

Airlines

customers

think

that

food

&

watersecurity

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoCorendon

Airlines

customers56%54%50%46%46%42%43%39%41%36%40%40%38%38%38%38%37%35%30%35%28%29%34%32%31%29%30%28%24%22%HousingHealth

andsocial

securityClimatechangeEducationEconomicsituationEnvironmentRising

prices/inflation/cost

of

livingPovertyFood

andwater

securityCrimeBrand

usersCategory

usersAllrespondents24

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=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202331%

of

Corendon

Airlines

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users21%20%20%31%29%19%Category

usersAllrespondents34%33%13%32%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;"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsCorendon

Airlines

customers

access

the

internet

via

a

smartspeaker

moreoften

than

the

average

airline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet92%91%87%82%74%71%63%60%56%55%56%48%48%47%44%43%41%34%33%31%29%27%25%25%23%15%12%SmartphoneLaptopTabletSmart

TVDesktop

PCStreaming

device

Gaming

consoleAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users27

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=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Corendon

Airlines

customers

interact

with

companies

moreoften

than

other

airline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype59%53%52%51%50%49%48%39%47%47%46%44%37%39%40%38%34%25%30%28%21%28%28%25%20%25%24%16%21%11%7%12%11%7%4%3%Commented

Sentprivate

Liked

postsFollowedpeoplePostedpictures/videosLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsmessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

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=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Corendon

Airlines

customers

tend

to

read

online

magazines

more

often

thanairline

customers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks85%81%76%76%75%69%61%70%62%71%68%62%51%50%39%50%49%47%35%47%47%44%40%32%32%29%29%29%27%19%21%

14%15%DigitalvideocontentTVRadioMovies

/cinemaDigitalmusiccontentDailynewspapersPodcastsMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

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=68,

Corendon

Airlines

customers,n=659,

airlinecustomers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Corendon

Airlines

customers

remember

hearing

ads

on

music

portals

andstreaming

services

more

often

than

other

airline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCorendon

Airlines

customers

intheNetherlandshavecome

across

digital

advertisinginthepast4weeks53%49%49%46%42%40%37%36%36%36%35%27%35%32%31%31%29%28%28%27%19%26%

24%22%26%25%21%23%20%17%Video

portalsSocial

mediaOnlinestoresWebsitesandappsof

brandsSearch

engines

Video

streaming

MusicportalsservicesNewslettersOtherappsVideo

gamesBrand

usersCategory

usersAllrespondents30

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=68,

Corendon

Airlines

customers,n=659,

airline

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023<h1_advertising_non_digital>Marketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks47%41%40%39%38%

38%38%37%35%32%31%30%30%28%28%26%26%24%

24%23%23%21%20%16%Atthemovies/cinemaDirectly

inthestoreOnTVOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

you