CONSUMERS&BRANDSCar

rental:

Rcustomers

in

the

UnitedKingdomConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofR

customers

intheUnitedKingdom:

who

theyare;

whatthey

like;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

toNumberofrespondents:benchmark

R

customers

intheUnitedKingdom(’’brandusers’’)

against

UKcar

rental

bookersingeneral

(’’category

users’’),

and

theoverall

UKonliner,

labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

the

extended

survey(including

theUnited

Kingdom)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsR

ranks

outside

the

top

10

of

most

used

car

rental

providers

inthe

UKManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinthe

UKEuropcarEnterprise

Rent-A-CarAvis26%26%23%Budget18%18%HertzACE

Rent

A

CarDollar16%16%Alamo15%National

CarRentalArnold

Clark13%12%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=531,

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

rental

bookers

using

R

declined

by1

percentagepoint

since

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

R12%11%11%10%10%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=34-

54

R

customers,n=304

-

531

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:R

customers

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsR

ismore

popularamongGeneration

Zthan

other

carrentalproviders.Being

successful

ismore

important

toItstands

out

that67%

ofR

R

customers

access

theR

customers

thantoother

customers

want

to

experienceinternet

viaasmartwatch

more

oftenthan

theaverage

carrental

booker.carrental

bookers.something

uniqueduringtheirtravels.Similartoother

carrental

providers,Vehicles

andmobility

arerelativelyR

hasahigh

share

of

male

prevalent

interests

of

R37%

ofR

customers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Rcustomers

interact

with

companiesmore

often

than

other

carrentalbookers.customers.customers.R

hasalarger

shareofcustomers

with

ahigh

income

thanother

carrental

providers.DIYandarts&craftsare

relativelyArelatively

highshare

ofpopularhobbiesamong

R

R

customers

think

thatR

customers

rememberseeing

adson

editorial

websites

andappsmore

often

than

other

carrentalbookers.customers.theenvironment

isanissuethatneedstobeaddressed.R

customers

aremorelikely

to

liveinlarge

citiesthancarrentalbookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+R

ismore

popular

among

Generation

Z

than

other

car

rentalprovidersDemographic

profile:

generationsAge

of

consumersintheUK2%Brand

users37%57%4%Category

usersAllrespondents22%48%23%7%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Similar

to

other

car

rental

providers,

R

has

a

high

share

of

malecustomersDemographic

profile:

genderGenderofconsumersintheUKBrand

users57%57%43%43%Category

usersAllrespondents49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=54,

Rcustomers,

n=531,

carrentalbookers,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

R

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK39%37%36%28%25%22%22%17%15%11%9%9%6%6%6%4%4%3%1%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023R

has

a

larger

share

of

customers

with

a

high

income

than

othercar

rental

providersDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users65%17%17%16%Category

usersAllrespondents52%32%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=54,

Rcustomers,

n=531,

carrentalbookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

the

average

onliner,

R

customers

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheUKlive46%44%34%24%24%21%16%12%10%9%8%8%7%7%7%4%4%4%4%

3%Other2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023R

customers

are

more

likely

to

live

in

largecities

than

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK38%28%26%24%23%20%19%18%17%15%12%12%10%9%9%9%7%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

20236%

of

R

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users6%94%0%Category

usersAllrespondents7%88%5%8%89%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

more

important

to

R

customers

than

to

othercar

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK55%59%57%49%46%43%42%41%38%37%34%33%25%30%30%29%27%26%24%20%24%22%

22%13%20%17%13%10%8%6%AhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeHavingagood

timeSafety

andsecurityMaking

myown

decisionsAdvancingmy

careerLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=54,Rcustomers,n=531,

carrentalbookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

RcustomersConsumer

lifestyle:

main

interestsTop10

interestsofR

customers

intheUK53%54%57%56%53%52%52%48%44%44%44%42%

43%43%

43%35%43%41%40%38%34%33%30%30%29%27%25%21%18%16%SportsMovies,TVshows&musicFinance&economyTravelFood

&diningFamily

&parentingVehicles

&mobilityHealth

&fitnessHistoryCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=54,

Rcustomers,n=531,

carrentalbookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

RcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofR

customers

intheUK50%

50%48%44%42%39%43%43%

43%43%43%41%41%39%37%37%35%36%33%30%29%30%29%27%Pets26%

26%25%23%23%22%TravelingCooking/bakingTech

/computersDIYandarts&craftsOutdooractivitiesSocializingDoing

sportsandfitnessGardeningandplantsReadingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=54,

Rcustomers,

n=531,

carrentalbookers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023R

customers

are

more

likely

to

play

baseball

or

softball

than

othercar

rental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofR

customers

inthe

UK30%24%22%22%22%22%21%21%20%20%19%19%18%16%16%14%13%12%12%12%10%10%9%8%8%7%7%6%3%3%SoccerBadmintonBaseball/SoftballCyclingFitness,aerobics,cardioRunning/JoggingAmericanFootball

/FlagFootballBasketballDancingSwimming/DivingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=27,

Rcustomers,n=277,

carrentalbookers,

n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023R

customers

are

more

likely

to

follow

volleyball

than

other

carrental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byR

customers

intheUK44%31%30%30%30%26%24%24%24%22%22%22%16%15%15%15%12%12%11%9%9%9%9%7%6%5%5%5%4%2%SoccerBasketballMotorsportsTennisAmericanfootballCricketVolleyballBoxingCyclingSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=31,

Rcustomers,n=234,carrentalbookers,

n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

67%

of

R

customers

want

to

experiencesomething

unique

during

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheUK72%67%57%56%52%50%47%45%41%39%37%35%33%24%21%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainability

traveling,Ialways

lookcarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

itcomes

toisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=54,

Rcustomers,n=531,

carrentalbookers,n=4027,

allrespondentsConsumer

Insights

Global

as

of

August

202337%

of

R

customers

are

innovators

orearly

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK36%

36%33%32%28%26%21%20%20%15%15%11%4%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

R

customers

think

that

the

environmentis

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedKingdomaccording

toR

customers63%56%

56%54%44%46%48%48%46%

41%40%33%39%43%41%33%39%37%36%35%31%35%34%34%34%33%33%31%30%27%Rising

prices/inflation/cost

of

livingEnvironment

ClimatechangeEconomicsituationHealth

andsocial

securityHousingUnemploymentPovertyCrimeEducationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

R

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users13%43%38%41%4%Category

usersAllrespondents16%39%7%23%37%26%14%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsR

customers

access

the

internet

via

a

smartwatch

more

oftenthan

the

average

car

rental

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet96%91%

91%92%78%74%69%69%65%61%61%61%59%56%56%52%52%52%50%46%45%44%38%38%36%31%30%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersSmartwatchTabletGaming

console

Streaming

device

Smart

speakersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

renteda

carfromin

the

past12

months?";

Multi

Pick;Base:n=54,

Rcustomers,

n=531,carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

R

customers

interact

with

companies

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

bytype56%57%55%52%54%54%54%53%50%50%48%47%39%47%44%44%43%41%40%30%37%27%37%31%35%

35%22%28%24%15%13%8%7%5%2%0%SentprivatemessagesPostedpictures/videosLiked

posts

Commented

Posted

textsFollowedpeopleLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

rented

acarfromin

the

past12

months?";

Multi

Pick;

Base:

n=54,

Rcustomers,n=531,

carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023R

customers

tend

to

read

online

magazines

more

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheUK

havebeen

using

inthepast4weeks96%83%78%68%79%

79%65%60%50%58%58%58%

58%46%58%59%54%54%54%54%50%48%31%44%41%26%35%32%18%27%23%21%15%Digitalvideo

Digitalmusiccontent

contentTVPodcastsOnlinenewswebsitesOnlinemagazinesRadioDailynewspapersMagazinesMovies

/cinemaWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=24,

Rcustomers,n=280,

carrentalbookers,

n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023R

customers

remember

seeing

ads

on

editorial

websites

and

appsmore

often

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereR

customers

intheUK

havecome

across

digitaladvertisinginthepast4weeks59%56%56%54%48%46%43%43%

44%35%41%39%39%39%37%37%36%33%31%31%21%29%27%27%20%21%20%18%13%10%Social

mediaOnlinestores

Video

streaming

Video

portals

Search

enginesservicesEditorialwebsitesandappsBlogs/forumsMusicportalsVideo

gamesOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;

Base:

n=54,

Rcustomers,n=531,carrentalbookers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023R

customers

remember

ads

they

saw

out-of-home

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks63%51%

51%48%46%44%32%44%44%38%43%38%36%35%34%33%32%31%29%29%27%19%18%18%OnadvertisingspacesOnTVInprintedmagazinesandjournalsAtthemovies/cinemaOntheradioInprinteddailynewspapersDirectly

inthestoreBy

mailshot

/advertisingmailon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;

Base:

n=54,

Rcustomer