CONSUMERS&BRANDSCar

rental:

Budget

customers

inCanadaConsumer

Insights

reportMay2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBudgetcustomers

inCanada:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Budgetcustomers

inCanada

(’’brandusers’’)

againstCanadiancarrental

bookers

ingeneral(’’category

users’’),

and

theoverall

Canadian

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Canada)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

May

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

31%,

Budget

is

the

most

used

car

rental

provider

in

CanadaManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinCanadaBudget31%Enterprise

Rent-A-Car27%B19%Avis15%15%HertzExpedia13%Alamo10%10%Dollar

CarRentalThrifty8%8%AllianceCarandTruckRental4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=354

carrentalbookersConsumer

Insights

Global

as

of

May

2024Sources:The

share

of

car

rental

bookers

using

Budget

grew

by4

percentage

points

since2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Budget31%31%29%29%28%28%28%27%25%25%25%25%24%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=61-

111

Budget

customers,n=244

-

380

carrentalbookersConsumer

Insights

Global

as

of

May

2024Sources:Budget

customers

in

CanadaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBudget

hasahigh

share

ofcustomersthatare

Millennialscompared

tothetotalonline

population.Safety

and

security

ismore

important

to

Itstands

out

that50%

ofBudgetYouTube

ismore

popularamongBudget

customers

thantheaverage

carrental

booker.Budget

customers

than

toothercarrental

bookers.customers

always

look

forthecheapestoffer

when

traveling.There

is

afairlyeven

splitofmale

andfemale

Budget

customers.Budget

customers

aremore

interested19%

ofBudgetcustomers

are

earlyinhistory

than

other

carrental

bookers.

adopters,

when

itcomes

toinnovation.Budget

customers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

carrental

bookers.Budget

hasalarger

shareof

customerswith

amedium

household

income

thanother

carrental

providers.Outdooractivities

arearelativelypopularhobbyamong

Budgetcustomers.Arelatively

highshare

ofBudgetcustomers

thinkthatpoverty

isanissuethatneeds

to

beaddressed.Budget

customers

and

carrentalbookers

ingeneral

are

relatively

likely

toliveincities

withover

1millioninhabitants.6Sources:Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Budget

has

a

high

share

of

customers

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAgeof

consumersinCanadaBrand

users21%41%32%27%6%Category

usersAllrespondents23%41%8%23%35%30%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=109

Budget

customers,n=354

carrentalbookers,

n=12,127

all

respondentsSources:Consumer

Insights

Global

as

of

May

2024There

is

a

fairly

even

split

of

male

and

female

Budget

customersDemographic

profile:

genderGenderofconsumersinCanadaBrand

users51%49%Category

usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=109

Budget

customers,n=354

carrentalbookers,

n=12,127

all

respondentsSources:Consumer

Insights

Global

as

of

May

202427%

of

Budget

customers

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinCanada36%35%29%28%27%24%20%17%17%17%14%11%9%5%

5%3%

3%2%1%0%

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=109

Budget

customers,

n=354

carrentalbookers,n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024Budget

has

a

larger

share

of

customers

with

a

medium

household

income

thanother

car

rental

providersDemographic

profile:

incomeShare

ofconsumersinCanada

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users45%46%40%14%Category

usersAllrespondents35%19%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=109

Budget

customers,n=354

carrentalbookers,

n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024Compared

to

the

average

consumer,

Budget

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinCanada

live35%34%24%23%22%22%20%15%15%

14%11%11%10%9%8%8%8%6%3%1%

1%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesOthergenerationalfamilyBrand

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=109

Budget

customers,n=354

carrentalbookers,n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024Budget

customers

and

car

rental

bookers

in

general

are

relatively

likely

to

live

incities

with

over

1

million

inhabitantsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinCanada39%38%36%31%30%21%20%17%16%13%10%8%7%7%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=109

Budget

customers,n=354

carrentalbookers,n=12,127

allrespondentsConsumer

Insights

Global

as

of

May

20249%

of

Budget

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinCanadaBrand

users9%8%89%2%Category

usersAllrespondents88%3%10%85%5%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=109

Budget

customers,n=354

carrentalbookers,n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSafety

andsecurity

is

more

important

to

Budget

customers

than

to

other

carrental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinCanada57%55%47%50%53%50%41%37%40%37%36%36%29%28%31%

33%28%25%28%28%25%18%12%12%17%13%13%10%7%5%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulLearningnew

thingsMaking

myown

decisionsHavingagood

timeAdvancingmy

careerSocial

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=109Budget

customers,n=354

carrentalbookers,n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024Budget

customers

are

more

interested

in

history

than

other

car

rental

bookersConsumer

lifestyle:

main

interestsTop10

interestsofBudgetcustomers

inCanada53%54%57%55%55%53%52%51%46%50%39%40%40%40%40%39%38%32%38%29%39%34%35%33%33%

32%26%32%31%26%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessHistorySportsFinance&economyScience

&technologyFashion&beautyPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=109

Budget

customers,n=354

carrentalbookers,

n=12,127

allrespondentsConsumer

Insights

Global

as

of

May

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Budget

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBudgetcustomers

inCanada58%55%54%44%44%39%43%42%41%41%41%39%39%39%37%33%38%36%35%34%34%23%34%33%32%

33%28%27%25%17%TravelingOutdooractivitiesReadingDoing

sportsandfitnessCooking/bakingSocializingTech

/computersVideo

gamingPetsCars/vehiclesBrand

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=109

Budget

customers,n=354

carrentalbookers,n=12,127

allrespondentsConsumer

Insights

Global

as

of

May

2024Budget

customers

are

more

likely

to

play

basketball

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBudgetcustomers

inCanada29%27%25%23%22%22%19%19%19%18%17%17%16%15%15%15%15%15%14%13%13%13%Golf12%11%10%9%9%8%7%7%HikingFitness,aerobics,

cardioCyclingBasketballBadmintonRunning/joggingSwimming/DivingSoccerYoga

/pilatesBrand

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=70

Budget

customers,n=182

carrentalbookers,

n=5,096

all

respondentsConsumer

Insights

Global

as

of

May

2024Budget

customers

are

more

likely

to

follow

icehockey

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBudgetcustomersinCanada31%23%22%22%22%19%19%19%19%17%17%14%14%13%13%12%12%11%11%10%Golf10%8%7%7%7%7%6%6%4%3%IceHockeyAmericanfootballBaseballBasketballSoccerTennisBoxingMotorsportsAthletics(track&

field)Brand

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=44

Budgetcustomers,

n=136

carrentalbookers,

n=3,821

all

respondentsConsumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

50%

of

Budget

customers

always

look

for

the

cheapest

offerwhen

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inCanada56%54%52%

53%50%45%44%41%40%39%37%25%24%21%19%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

toWhen

I’mtraveling,IWhen

itcomes

totraveling,Ialways

look

book

accommodations,

traveling,sustainabilityforthecheapest

offerCategory

userscarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeBrand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=109

Budgetcustomers,

n=354

carrentalbookers,

n=2,020

allrespondentsConsumer

Insights

Global

as

of

May

202419%

of

Budget

customers

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinCanada39%38%36%30%26%25%24%19%18%17%15%10%2%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=109

Budget

customers,n=354carrentalbookers,

n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Budget

customers

think

that

poverty

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Canada

according

toBudgetcustomers64%64%63%63%56%

56%52%42%46%46%42%42%41%40%40%38%34%32%39%31%36%36%35%35%34%27%31%31%25%31%HousingRising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityPovertyClimatechange

Unemployment

ImmigrationGovernmentdebtCrimeBrand

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=109

Budget

customers,n=354

carrentalbookers,

n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

202437%

of

Budget

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinCanadaBrand

users25%23%23%37%28%11%Category

usersAllrespondents35%28%14%37%21%19%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=109

Budget

customers,n=354

carrentalbookers,n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsYouTube

ismore

popular

among

Budget

customers

than

the

average

car

rentalbookerMarketing

touchpoints:social

media

usageSocial

mediausageinCanada

bybrand81%

74%73%71%58%67%64%55%62%52%48%48%35%23%43%38%

38%22%37%23%35%33%33%29%28%16%23%14%8%3%WeChatFacebookYouTube

InstagramTikTokX(Twitter)

SnapchatCategory

usersLinkedInRedditPinterestBrand

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=21

Budget

customers,n=86

carrentalbookers,n=3046

all

respondentsConsumer

Insights

Global

as

of

May

2024Budget

customers

tend

to

listen

to

podcasts

more

often

than

the

averageconsumerMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinCanada

havebeen

using

inthepast4weeks88%79%77%

77%67%72%68%64%63%54%62%62%60%50%60%59%48%54%51%39%34%30%30%

30%21%27%20%24%

24%16%19%

16%12%DigitalvideocontentTVRadioDigitalmusiccontentPodcastsOnlinenewswebsitesMovies

/cinemaDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=109

Budget

customers,n=354

carrentalbookers,n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024Budget

customers

remember

seeing

ads

on

blogs

and

forumsmore

often

thanother

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBudgetcustomers

inCanada

havecome

across

digitaladvertisinginthepast4weeks61%60%54%44%53%48%47%43%42%42%35%40%39%37%29%33%32%30%30%28%24%29%17%28%28%26%18%25%16%10%Video

portalsSocial

media

Search

engines

Video

streaming

OnlinestoresservicesWebsitesandappsof

brandsPodcastsVideo

gamesMusicportalsBlogs/forumsBrand

usersCategory

usersAllrespondents29

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=109

Budget

customers,n=354

carrentalbookers,

n=12,127

all

respondentsConsumer

Insights

Global

as

of

May

2024Budget

customers

remember

ads

they

saw

directly

in

the

store

more

often

thanother

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinCanada

havecome

across

non-digital

advertisinginthepast4weeks50%44%50%50%49%41%48%44%43%39%31%36%35%33%28%

28%25%24%19%22%20%17%14%13%OntheradioOnTVDirectly

inthestoreOnadvertising

By

mailshot

/

AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

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carrentalbookers,

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all

respondentsConsumer

Insights

Global

as

of

May

2024