Target audience: Car rental users in Austria

Selected insights on target audience: Car rental users in Austria

• Car rental users typically have a high annual household income
• An honest and respectable life has less importance to car rental users than to the average consumer
• 16% of car rental users are innovators or early adopters of new products
• A relatively high share of car rental users think that education is an issue that needs to be addressed
• Car rental users remember seeing ads in video portals more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Austria
• Gender of consumers in Austria
• Level of education in Austria
• Share of consumers in Austria in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Austria live
• Communities where consumers live in Austria
• Accommodation type and home ownership in Austria
• LGBTQ+ status of consumers in Austria

• Most important aspects of life for consumers in Austria
• Top 10 interests of car rental users in Austria
• Top 10 hobbies and leisure activities of car rental users in Austria
• Top 10 sports activities of car rental users in Austria
• Top 10 sports followed by car rental users in Austria
• Pets living with car rental users in Austria

• Agreement with statements in Austria
• The 10 most important issues facing Austria according to car rental users
• Political attitudes of consumers in Austria
• Innovation adopter types based on statements towards innovation by consumers in Austria
• Economic situation in Austria as percieved by car rental users
• Perceived personal economic situation of car rental users
• Agreement with statements regarding economic concerns of car rental users

• Type of media consumers in Austria have been using in the past 4 weeks
• Top 10 social networks used by car rental users
• Top 10 channels where car rental users in Austria remember coming across digital advertising
• Places where consumers in Austria have come across non-digital advertising in the past 4 weeks