Ride sharing: DiDi users in China

Consumer ��ƽ�� report

This report offers the reader a comprehensive overview of DiDi users in China: who they are; what they like; what they think; and how to reach them. It provides insights on their demographics, lifestyle, opinions, and marketing touchpoints. Additionally, the report allows the reader to benchmark DiDi users in China (''brand users'') against Chinese ride sharing users in general (''category users''), and the overall Chinese consumer, labelled as ''all respondents'' in the charts. The report is updated quarterly and is based on data from the ��ƽ�� Consumer ��ƽ�� Global survey, an international survey that covers more than 15,000 brands across 56 countries.

Description
Content

Selected insights on ride sharing: DiDi users in China

Like other ride sharing services, DiDi has a high share of users that are Millennials
There is a fairly even split of male and female DiDi users
DiDi users have a similar income distribution as ride sharing users in general
Ride sharing users in general and DiDi users specifically, live in similar type of communities
Similar aspects of life are important to DiDi users and other ride sharing users

Overview

Introduction

Management summary

Brand usage
Key insights

Demographic Profile

Generations
Gender
Education
Income
Household classification
Type of community
LGBTQ+

Consumer lifestyle

Life values
Main interests
Hobbies & leisure activities
Sports activities
Sports followed

Consumer attitudes

Attitudes towards personal finances
Innovation adoption
Challenges facing the country
Politics

Marketing touchpoints

Social media usage
Media usage by channel
Digital advertising touchpoints
Non-digital advertising touchpoints

Appendix

Consumer ��ƽ�� Global survey
Authors

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