美國廉價航空太陽城航空公司sun country airlines用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMERS&BRANDSAirlines:

Sun

Country

Airlinescustomers

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSunCountryAirlines

customers

intheUnited

States:who

they

are;

what

theylike;

whattheythink;

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

Sun

Country

Airlinescustomers

intheUnited

States(’’brand

users’’)

againstU.S.airlinecustomers

ingeneral

(’’category

users’’),

and

theoverall

U.S.onliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theUnited

States)?

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

insightsSun

Country

Airlines

ranks

outside

the

top

10

of

most

used

airlines

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

airlinesintheU.S.American

AirlinesDelta

AirLinesUnited

AirlinesSouthwest

AirlinesAlaskaAirlinesJetBlue

AirwaysAirCanada40%32%30%23%14%14%11%11%10%AllegiantAirSpiritAirEmirates9%4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=1431,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:Sun

Country

Airlines

customers

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSunCountryAirlinesis

more

popularamong

Millennials

thanother

airlines.Anhonest

and

respectable

lifeis

lessimportant

to

SunCountryAirlinescustomers

than

toother

airlinecustomers.Itstands

out

that69%

ofSunCountryAirlinescustomers

book

spontaneouslyviatheirsmartphone

when

traveling.SunCountryAirlinescustomers

accessthe

internet

viaadesktop

PCmoreoften

than

theaverage

airline

customer.SunCountryAirlinesis

more

popularamong

male

airlinecustomers

thanfemale

airline

customers.40%

ofSunCountryAirlines

customersareinnovators

or

early

adopters

of

newproducts.Onsocial

media,

Sun

Country

Airlinescustomers

interact

with

companiesmore

often

than

other

airlinecustomers.Fashion

and

beauty

arerelativelyprevalent

interests

of

Sun

CountryAirlinescustomers.SunCountryAirlineshasalarger

shareof

customers

withahighincome

thanother

airlines.Arelatively

highshare

ofSunCountryAirlinescustomers

think

thatfood

&water

security

isanissuethatneedstobeaddressed.Photography

isarelatively

popularhobbyamong

SunCountryAirlinescustomers.SunCountryAirlinescustomersremember

seeing

adson

editorialwebsites

andapps

more

often

thanother

airlinecustomers.SunCountryAirlinescustomers

aremore

likely

toliveincitiesandurbanareas

thanairlinecustomers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Sun

Country

Airlines

is

more

popular

among

Millennials

than

other

airlinesDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users25%48%25%2%Category

usersAllrespondents22%41%25%12%13%22%37%29%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

is

more

popular

among

male

airline

customers

than

femaleairline

customersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users67%33%Category

usersAllrespondents54%46%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Sun

Country

Airlines

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.42%38%35%34%23%23%20%17%15%12%10%10%6%5%4%3%2%0%

0%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

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=52,

Sun

Country

Airlines

customers,

n=1431,

airlinecustomers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

has

a

larger

share

of

customers

with

a

high

income

thanother

airlinesDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users83%10%8%Category

usersAllrespondents54%31%16%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=52,

Sun

Country

Airlines

customers,

n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Sun

Country

Airlines

customers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live58%35%24%19%

20%19%15%15%13%13%12%10%8%

8%8%6%4%

4%4%2%Singlehousehold2%Two

or

moreCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyOtherrelated

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

customers

are

more

likely

to

live

in

cities

and

urban

areasthan

airline

customers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.54%32%27%25%23%21%19%17%15%12%12%

11%9%8%8%6%2%Rural

community0%Small

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Sun

Country

Airlines

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users8%88%4%Category

usersAllrespondents10%87%2%11%85%4%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=52,

Sun

Country

Airlines

customers,n=1431,

airlinecustomers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Sun

Country

Airlinescustomers

than

to

other

airline

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%51%48%47%46%39%42%42%40%39%39%38%28%29%30%26%29%25%29%27%25%19%18%14%17%15%13%12%12%9%AhappyrelationshipSafety

andsecurityTobesuccessful

Anhonest

andMaking

myLearningnew

thingsHavingagood

timeAdvancingmy

careerSocial

justiceTraditionsrespectable

life

own

decisionsBrand

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=52,

SunCountry

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relativelyprevalent

interests

of

Sun

Country

AirlinescustomersConsumer

lifestyle:

main

interestsTop10

interestsofSunCountry

Airlines

customers

intheU.S.62%58%56%56%54%52%52%51%50%50%50%49%50%48%41%38%35%34%33%32%31%30%29%28%28%27%26%25%22%22%Food

&diningFashion&beautyMovies,TVshows&musicSportsFinance&economyTravelArts&literatureFamily

&parentingHome

&gardenHistoryBrand

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongSun

Country

AirlinescustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSunCountry

Airlines

customersintheU.S.60%54%54%50%50%48%48%48%46%43%40%44%43%42%39%37%36%36%34%33%31%29%29%26%25%24%23%19%19%19%OutdooractivitiesTravelingVideo

gamingPetsReadingCooking/bakingDoing

sportsandfitnessCars/vehiclesPhotographyGardeningandplantsBrand

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

customers

are

more

likely

to

play

table

tennis

than

otherairline

customersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSun

Country

Airlines

customers

intheU.S.40%40%40%38%38%38%37%35%31%31%19%17%17%15%14%13%13%12%11%11%9%10%9%8%8%7%7%5%4%4%AmericanFootball

/FlagFootballBasketballDancingBadmintonCyclingTableTennisHikingBaseball/SoftballCricketFitness,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=37,

Sun

Country

Airlines

customers,n=1342,airline

customers,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

customers

are

more

likely

to

follow

soccer

than

otherairline

customersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySunCountry

Airlines

customers

intheU.S.52%40%40%35%35%33%30%29%27%27%25%25%22%21%17%14%15%10%Golf10%10%9%7%8%7%6%6%5%4%4%2%AmericanfootballBasketballSoccerBaseballTennisIceHockeyBoxingSwimming/divingCricketBrand

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=28,

Sun

Country

Airlines

customers,n=1070,

airline

customers,n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

69%

of

Sun

Country

Airlines

customers

book

spontaneouslyvia

their

smartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheU.S.69%63%63%58%54%54%52%44%40%39%38%34%34%24%24%When

I’mtraveling,Ibook

accommodations,carrentals,etc.spontaneously

viamysmartphoneIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

Iusemy

smartphoneWhen

I’mon

vacation,When

itcomes

totraveling,Ialways

lookforthecheapest

offerisimportant

tomeCategory

usersasaguideBrand

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=52,

Sun

Country

Airlines

customers,

n=1431,

airline

customers,n=10011,

all

respondentsConsumer

Insights

Global

as

of

August

202340%

of

Sun

Country

Airlines

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.40%37%36%27%26%25%24%

25%19%18%12%8%3%1%0%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=52,

Sun

Country

Airlinescustomers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Sun

Country

Airlines

customers

think

that

food

&

watersecurity

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

SunCountry

Airlines

customers54%53%50%50%47%42%46%46%43%40%44%44%44%42%42%42%40%40%38%37%30%36%

36%33%34%31%29%

29%28%28%EconomicsituationHealth

andsocial

securityEducationFood

andwater

securityEnvironmentPovertyRising

prices/inflation/cost

of

livingImmigration

ClimatechangeCrimeBrand

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Sun

Country

Airlines

customers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users12%8%79%2%Category

usersAllrespondents23%28%40%10%21%28%34%17%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=52,

Sun

Country

Airlines

customers,

n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsSun

Country

Airlines

customers

access

the

internet

via

a

desktop

PC

more

oftenthan

the

average

airline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet94%93%89%77%75%69%67%67%65%65%65%63%60%57%56%56%49%46%46%44%41%40%37%35%33%26%26%SmartphoneLaptopDesktop

PCTabletGaming

consoleCategory

usersSmart

TVStreaming

deviceSmartwatchSmart

speakersBrand

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Sun

Country

Airlines

customers

interact

with

companies

moreoften

than

other

airline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype63%62%59%53%60%60%58%57%49%56%49%52%

52%43%52%50%50%49%42%41%39%33%40%36%35%27%30%22%23%16%8%8%8%

7%4%0%Liked

posts

Sentprivate

CommentedFollowedcompaniesLikedcompanypostsFollowedpeoplePostedpictures/videosPosted

texts/statusSharedcompanypostsSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

customers

tend

to

read

daily

newspapers

more

often

thanairline

customers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks88%85%83%81%80%70%78%67%79%75%60%69%61%60%48%60%54%54%50%48%34%44%

45%33%44%38%28%34%25%25%17%19%14%DigitalvideocontentMovies

/cinemaTVPodcastsDailynewspapersRadioMagazinesDigitalmusiccontentOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

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=52,

Sun

Country

Airlines

customers,n=1431,

airlinecustomers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

customers

remember

seeing

ads

on

editorial

websites

andapps

more

often

than

other

airline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSunCountry

Airlines

customers

intheU.S.

havecome

across

digitaladvertisinginthepast4weeks69%67%63%63%62%53%54%54%52%52%50%46%44%44%42%37%37%36%34%33%32%29%27%26%21%16%15%14%11%11%EditorialwebsitesandappsVideo

portalsSocial

media

Video

streaming

Video

gamesOnlinestores

SearchenginesCategory

users

AllrespondentsNewslettersOtherappsBlogs/forumsservicesBrand

users29

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=52,

Sun

Country

Airlines

customers,n=1431,

airline

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sun

Country

Airlines

customers

remember

ads

they

saw

in

printed

dailynewspapers

more

often

than

other

airline

customersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks71%69%65%65%65%60%55%50%50%47%42%42%39%35%34%33%33%29%28%25%23%19%18%16%OnTVOnadvertisingspacesInprinteddailynewspapersAtthemovies/cinemaOntheradioDirectly

inthestoreBy

mailshot

/advertisingmailInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbookeda

f