全文可编辑-澳大利亚汽车用户分析报告：Kia起亚-培训课件.ppt

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CONSUMERSBRANDS

Cars:KiadriversinAustraliConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofKiadriversinAustralia:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkKiadriversinAustralia(’’brandusers’’)againstAustraliancardriversingeneral(’’categoryusers’’),andtheoverallAustralianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingAustralia)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

Kiaranksoutsidethetop10ofmostdrivencarmakesinAustraliaManagementsummary:brandusageandcompetition

Top10mostdrivencarmakesinAustralia

Toyota

16%

BMW

Mazda

Ford

Hy9%

9%

9%Holden

7%

Audi

6%

Honda

6%

Mitsubishi

4%

Nissan

4%

4

Notes:Whatbrandisyourprimarilyusedcar?;SinglePick;Base:n=1,849cardrivers

Sources:

ConsumerInsightsGlobalasofAugust20