Audi drivers like to shop? Personas of non-Japanese luxury car drivers

Audi drivers like to shop? Personas of non-Japanese luxury car drivers

Automotive industry has evolved to where "self-driving," AI, and IoT is becoming ordinary. Many automakers offer smartphone apps, and manufacturers are competing on functionality. In this issue, we analyze personas of Audi users using their "myAudi" app and VALUES' online behavior analytics tool Dockpit.


Functions offered on the "myAudi" app; Trends in the number of users

About the "myAudi" app

The "myAudi" car app that can be used by registering your car with Audi connect Safety & Service. What are the main functions available?

On the official "myAudi" website, it appears that a variety of vehicle features are offered.
Some excerpts from them are the following:

・Lock/Unlock your car remotely from your smartphone
・Locate parked vehicles using Car Finder
・Access vehicle status report
(allows the user to check the vehicle's mileage, door locks, the windows' open/closed status, gasoline level, etc. from your smartphone)

It is convenient to be able to remotely manage the security of your car, such as locking the doors and opening the windows.

Steady growth in the number of users

Next, let's take a look at the number of users that has installed the "myAudi" app.

The number of users has steadily increased from 44,500 in July 2020 to 85,400 in June 2022, a 1.9-fold increase.

Figure: Changes in the number of users that downloaded the "myAudi" app

Period: July 2020 - June 2022
Devices: PC and smartphone

In-depth analysis of owner personality based on user demographics

Mainly male, in their 40s and 50s

In terms of gender, males make up the majority at 86%.
In terms of age, the majority of respondents are in their 40s and 50s.
This result is easy to imagine, given the fact that the price of a vehicle is not cheap at all, and that the younger generation has been a shift away from car ownership.

Figure: "myAudi" users: gender and age bracket

Period: July 2020 - June 2022
Devices: PC and smartphone

Majority of respondents are married, and whether they have children or not does not significant

Next, we follow up on marital status and family structure (with or without children).
The number of married respondents is approximately 2.7 times more than those who have never been married, but there is no significant difference between the two groups in terms of the presence or absence of children.
Looking at the ratio of unmarried people, the Audi appears to be a car that is used to enjoy outings with their families or as a means of transportation, rather than a car that single persons enjoy as a hobby.

Figure: "myAudi" users: Marital status & with/without children

Period: July 2020 - June 2022
Devices: PC and smartphone

Most of the users' household income is within the 8 to 10 million yen range

The results show that more married couples drive an Audi than singles.
The annual household income is a point of interest.
The most common annual household income range for Audi owners is between 8 and 10 million yen, which is consistent with the impression of people who drive foreign cars.

Figure: "myAudi" apps: household income

Period: July 2020 - June 2022
Devices: PC and smartphone

In-depth analysis of usage style based on actual usage of the "myAudi" app

When do users use the app - Timing

When is the "myAudi" app frequently opened?

Looking at the days of the week, we see more activity on weekends, when people have more time for outings and maintenance, but we can also see activity on weekdays.
On weekdays, Monday and Friday are have the most activity, with Wednesday having the fewest.
This is a good indication that Audi owners are
∙ looking at the condition of the car at the beginning of the week
∙ are checking the condition of their car before a weekend trip or to prepare for the following week
This may be due to the following reasons.

A closer look at the time of day reveals that there is more activity during the commuting hours of 9:00 a.m. to 10:00 a.m., lunchtime at 12:00 p.m., 4:00 p.m. to 5:00 p.m., and 8:00 p.m., when people are returning home or picking up their children.
The activity at 8:00 p.m. may be due to people checking the condition of their cars in preparation for the following day.

Figure: "myAudi" users: Activity; day of the week and time of day

Period: July 2020 - June 2022
Devices: PC and smartphone

Lifestyle analysis of "myAudi" users based on their usage of other apps

We have a rough idea of the personas and lifestyles through the user attributes and app activity.
So, let's dig deeper to see the interests of Audi owners.

The data below shows the ranking of apps activated by Audi owners in June 2022 (*ranked by reach).
The usage of smartphone payments, such as d-Pay and PayPay, suggest a high level of IT literacy in their daily life. In terms of social media, the use of Instagram can be said to be a distinctive characteristic.
With a high number of users with the Rakuten and Amazon app, it can be inferred that many users are highly-motivated to make purchases and are interested in convenient, easy online shopping.

Figure: "myAudi" users: Other apps of interest

Period: June 2022
Devices: PC and smartphone

Difference between "Mercedes me" and "My BMW" users

For reference here, we will also compare the characteristics of users of the "Mercedes me" and "My BMW" apps released by other well-known foreign car manufacturers. What kind of apps are they both interested in?
With the differences in interests, we may also infer differences in the characteristics of the owner.

Figure: "Mercedes me" & "My BMW" app users: Other apps of interest

Period: June 2022
Devices: PC and smartphone

First, it can be said that "Mercedes me" users are characterized by the fact that social media apps are at the top of the list. The difference with Audi is that they Mercedes Benz drivers use Facebook instead of Instagram.
In addition, food services such as "Tabelog," which did not rank high in "myAudi" users' apps of interest, are at the top of the list, and for shopping, the "Mitsui Shopping Park" app is in third place. This suggests that more "Mercedes me" users enjoy shopping at brick-and-mortar stores, such as major commercial facilities, rather than online shopping like the "myAudi" users.

Next, "My BMW" users, like "Mercedes me" users, social media apps (also Facebook) are at the top of the list, but music apps such as Amazon Music and business newspaper app from The Nikkei newspapers are very distinctive.
"My BMW" users can be seen as someone who enjoys music as a hobby, but is also highly interested in business.

Both are use Facebook and the Tabelog apps, and they seem to share similarities, but differ from "myAudi" users.

Summary

When we delved deeper into the "myAudi" app users provided by Audi and followed the personas of Audi owners, we found that most of them are men in their 40s and 50s, the highest annual household income of 8 to 10 million yen, and many of them are married.

Analysis of the activity also revealed high IT literacy with the daily use and online shopping.
At the same time, users of the "Mercedes me" and "My BMW" apps frequently used Tabelog and Facebook, which also exhibited differences with the interests of Audi owners.

The evolution of technology in the automotive industry and its influence into our daily lives will continue to grow in the future.
We will continue to follow and study how new technologies and automotives are connected to consumer behavior using various perspectives.

Survey Summary

・Analysis based on online behavior analytics and user attribute information, with the cooperation of our nationwide research participants
・Period of online behavior monitoring: July 2020 to June 2022
*Volume is estimated based on the domestic online population, based on the rate of respondents among participants owned by VALUES.
*Target devices: Both PC and smartphone

About Dockpit

The data in this investigation is from Dockpit, an analytics tool with online behavior log data and user demographic information under the permission of panelists in Japan presented by VALUES, Inc.

※The numbers of users are estimated by the data in the monitor and the internet population in Japan.

dockpit Get free version

※日本語での記事はこちらをご確認ください

アウディに乗る人はお買い物好き?外車ユーザーのペルソナを解説

https://manamina.valuesccg.com/articles/1919

今や「自動運転」という言葉にも驚かなくなった自動車産業のテクノロジーの進化。AIやIoTとの連携も、今の自動車産業界では当たり前となりつつあります。スマートフォンのアプリもその一つでしょう。多くの国内外産車がアプリを提供し、その機能競争は激化しているとも言われています。今回は多くのアプリの中から、順調に利用者を伸ばしているAudiの「myAudi」にフォーカス。一体Audiオーナーはどのような人物なのか、そのライフスタイルは…?「myAudi」利用者のペルソナをヴァリューズのWeb行動ログ分析ツール「Dockpit」を用いて分析しました。

この記事のライター

マナミナは" まなべるみんなのデータマーケティング・マガジン "。
市場の動向や消費者の気持ちをデータを調査して伝えます。

編集部は、メディア出身者やデータ分析プロジェクト経験者、マーケティングコンサルタント、広告代理店出身者まで、様々なバックグラウンドのメンバーが集まりました。イメージは「仲の良いパートナー会社の人」。難しいことも簡単に、「みんながまなべる」メディアをめざして、日々情報を発信しています。

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