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CONSUMERSBRANDS

Targetaudience:E-scooter

sharingusersinChinConsumerInsightsreport

September2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered’’E-scootersharinguser(stand-upscooterforshortperiods,e.g.bythehour)’’tothemulti-pickquestion’’Whichoftheseserviceshaveyouusedinthepast12months?’’.

Thereportoffersthereaderacomprehensiveoverviewofe-scootersharingusersinChina:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarke-scootersharingusersinChina(’’targetaudience’’)againsttheaverageChineseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingChina)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofSeptember2024

E-scootersharingusersinChina

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

E-scootersharinguserstendtobeyounger,47%areMillennials.

51%ofe-scootersharingusersarefemale.

38%ofe-scootersharingusershaveahighan