德国度假房屋预订目标客户分析报告-外文版培训课件2024.6，temu.ppt

CONSUMERSBRANDS

Targetaudience:Vacationhome

bookersinGermanConsumerInsightsreport

May2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered

’’Vacationapartment/housebooker’’tothemulti-pickquestion’’Whichofthesetravelproductshaveyoubookedinthepast12months?’’.

ThereportoffersthereaderacomprehensiveoverviewofvacationhomebookersinGermany:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkvacationhomebookersinGermany(’’targetaudience’’)againsttheaverageGermanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingGermany)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofMay2024

VacationhomebookersinGermany

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

AlargeshareofvacationhomebookersareMillennials.

51%ofvacationhomebookersarefemale.

Manyvacationhomebookershaveahighannualhouseholdincome.

Vacationhomebookersliveinalltypesofurbanandruralcommunities.

Ahappyrelationshiphasmoreimportanc