奧地利拼車順風(fēng)車用戶分析報(bào)告：Bolt-外文版培訓(xùn)課件2024.7微信支付寶

CONSUMERS&BRANDSRide

sharing:

Bolt

users

inAustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBolt

usersinAustria:who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Bolt

users

inAustria(’’brand

users’’)againstAustrianride

sharingusers

ingeneral(’’category

users’’),

and

theoverall

Austrianconsumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Austria)?

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

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsBolt

is

the

second

most

used

ride

sharing

service

in

Austria

after

Uber

and

has

auser

share

of

34%Management

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinAustriaUberBolt57%34%FREE

NOW15%BlaBlaCar12%Greendrive5%5%Fahrgemeinschaft.deBesserMitfahren.deCarployee4%4%3%WienMobil

Hüpferummadum3%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=392

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024The

share

of

ride

sharing

users

using

Bolt

grew

by7

percentage

points

since2021Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

Bolt35%34%33%32%32%31%31%30%29%29%28%28%27%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=76

-

135

Boltusers,n=270

-392

ridesharing

usersSources:Consumer

Insights

Global

as

of

June

2024Bolt

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBolt

hasahighshareof

users

thatarepartof

Generation

Zcompared

to

thetotalonline

population.Anhonest

and

respectable

lifeis

lessimportant

to

Bolt

usersthanto

otherridesharing

users.Itstands

out

that67%

ofBolt

usersthink

thatthepublictransportationsystem

intheirarea

is

good.TikTok

ismore

popularamong

Boltusers

thanthe

average

ridesharinguser.There

is

afairlyeven

splitofmale

andfemale

Bolt

users.History

isarelatively

prevalent

interestof

Bolt

users.23%

ofBolt

usersare

innovators

orearly

adoptersof

new

products.Bolt

users

remember

seeing

adsinvideo

games

more

often

thanotherridesharingusers.Bolt

hasalarger

share

ofusers

with

alow

income

thanother

ridesharingservices.Carsor

vehicles

are

relatively

popularhobbiesamong

Bolt

users.Arelatively

highshare

ofBolt

usersthink

thatunemployment

is

anissuethatneeds

to

beaddressed.Bolt

users

aremore

likely

to

live

incitieswith

over

1million

inhabitants

thanridesharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Bolt

has

a

high

share

of

users

that

are

part

of

Generation

Z

compared

to

thetotal

online

populationDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users36%36%24%4%5%Category

usersAllrespondents31%37%27%21%34%34%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=135

Boltusers,n=392

ride

sharing

users,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Bolt

usersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users50%50%Category

usersAllrespondents54%46%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=135

Boltusers,n=392

ride

sharing

users,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

202436%

of

Bolt

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria37%30%29%29%27%26%19%17%16%15%12%11%9%8%4%2%2%

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

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=135

Boltusers,n=392ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bolt

has

a

larger

share

of

users

with

a

low

income

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users39%25%35%Category

usersAllrespondents42%26%31%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=135

Boltusers,n=392

ride

sharing

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202424%

of

Bolt

users

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive34%33%32%24%23%22%21%21%21%13%

13%11%7%6%

6%4%

4%

4%Other2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

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=135

Boltusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bolt

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

than

ridesharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria54%43%29%23%23%17%16%15%15%14%13%11%10%10%8%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

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=135

Boltusers,

n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20247%

of

Bolt

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users7%8%85%84%7%8%Category

usersAllrespondents

6%83%11%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=135

Boltusers,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Bolt

users

than

to

other

ridesharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria57%53%51%38%40%42%42%42%42%34%40%39%35%32%31%27%19%27%27%26%25%22%21%19%16%10%10%11%11%9%AhappyrelationshipHavingagood

timeSafety

andsecurityMaking

myown

decisionsTobesuccessful

Anhonest

andrespectable

lifeLearningnew

thingsSocial

justiceAdvancingmy

careerTraditionsBrand

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=135

Boltusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024History

is

a

relatively

prevalent

interest

of

Bolt

usersConsumer

lifestyle:

main

interestsTop10

interestsofBolt

usersinAustria59%56%50%56%50%49%53%

50%48%46%47%47%46%45%41%31%41%41%40%40%

39%34%39%36%33%36%32%37%30%32%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessHistoryCareer

&educationSportsFinance&economyPolitics&societyandcurrentworld

eventsScience

&technologyBrand

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=135

Boltusers,n=392

ride

sharingusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

Bolt

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBolt

usersinAustria56%56%54%50%53%50%53%50%43%43%45%42%44%44%43%

42%38%42%42%40%30%36%32%31%26%29%25%21%19%18%OutdooractivitiesSocializingTravelingShoppingDoing

sportsandfitnessCooking/bakingReadingTech

/computersPhotographyCars/vehiclesBrand

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=135

Boltusers,n=392

ride

sharingusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bolt

users

are

more

likely

to

do

yoga

or

pilates

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBolt

usersinAustria33%31%30%32%29%27%27%22%26%25%22%22%21%20%19%19%18%15%14%12%12%12%11%10%10%10%9%8%5%4%Fitness,aerobics,

cardioHikingSwimming/DivingCyclingYoga

/pilatesDancingRunning/joggingSoccerBadmintonBasketballBrand

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=86

Boltusers,n=237

ride

sharing

users,n=6,948

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

Bolt

users

follow

basketball

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byBolt

usersinAustria27%24%23%19%15%15%10%12%11%10%10%9%9%8%7%7%7%7%

7%6%

6%6%6%5%5%5%5%4%4%3%SoccerTennisBasketballMotorsportsAmericanfootballIceHockeyBoxingMixedMartial

ArtsCyclingWinter

sportsBrand

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=55

Boltusers,n=142

ride

sharing

users,n=3,968

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

67%

of

Bolt

users

think

that

the

public

transportation

systemin

their

area

is

goodConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustria67%62%56%55%54%43%35%32%30%29%24%19%19%19%14%Thepublictransportation

systeminmy

area

isgoodOwning

acarisimportant

to

meIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveIspend

toomuchtimecommutingBrand

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=135

Boltusers,n=392

ride

sharing

users,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202423%

of

Bolt

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria40%38%36%34%29%28%20%19%16%13%

14%8%3%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=135Boltusers,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Bolt

users

think

that

unemployment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoBolt

users61%53%49%42%43%41%41%45%43%36%39%39%

39%33%35%33%32%32%33%31%34%35%33%33%

29%27%34%32%32%31%Rising

prices/inflation/cost

of

livingImmigrationHealth

andsocial

securityClimatechangeEducationHousingCrimeUnemploymentEconomicsituationEnvironmentBrand

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=135

Boltusers,

n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Bolt

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users26%25%38%23%13%Category

usersAllrespondents37%22%15%21%38%19%22%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=135

Boltusers,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsTikTok

is

more

popular

among

Bolt

users

than

the

average

ride

sharing

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand77%74%73%73%61%69%

66%62%56%46%34%28%23%19%18%

18%21%19%18%18%13%11%12%10%9%8%8%5%3%1%Instagram

YouTubeFacebookTikTokSnapchatLinkedInPinterest

X(Twitter)AllrespondentsFlickrRedditBrand

usersCategory

users27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=39

Boltusers,n=124

ride

sharing

users,

n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Bolt

users

tend

to

listen

to

digital

music

content

more

often

than

ride

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks76%

72%75%

75%75%69%69%64%63%58%60%48%47%48%45%44%

43%

44%42%43%43%42%40%38%25%38%27%38%36%26%19%19%18%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesMovies

/cinemaDailynewspapersPodcastsOnlinemagazinesMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

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=135

Boltusers,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bolt

users

remember

seeing

ads

in

video

games

more

often

than

other

ridesharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBolt

usersinAustriahavecome

across

digitaladvertisinginthepast4weeks55%53%52%43%50%41%48%45%46%38%44%43%39%37%33%32%32%24%33%30%25%29%27%25%25%15%23%23%19%18%Video

portalsSocial

mediaOnlinestores

Search

enginesWebsitesandappsof

brandsVideo

streaming

Video

gamesservicesNewslettersEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents29

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=135

Boltusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bolt

users

remember

ads

they

saw

in/at

the

movies/cinema

more

often

than

theaverage

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks46%45%44%44%44%43%42%42%41%40%38%37%36%35%

36%35%31%30%26%

26%24%21%20%13%OnadvertisingspacesOnTVBy

mailshot

/advertisingmailDirectly

inthestoreOntheradioInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12

months?’’;Multi

Pick;Base:

n=135Boltusers,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insig