德国家庭保险服务公司wuerttembergische用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSHome

insurance:Württembergische

customers

inGermanyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofWürttembergische

customers

inGermany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Württembergische

customers

inGermany(’’brandusers’’)

againstGerman

home

insuranceholders

ingeneral

(’’category

users’’),

and

theoverallGerman

onliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWürttembergische

ranks

outside

the

top

10

of

most

used

home

insurancebrands

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

home

insurancebrandsinGermanyAllianz20%AXA9%DEVK6%6%Huk-CoburgR+V5%5%5%4%4%3%GeneraliSVSparkassenVersicherungProvinzialDebekaErgo4Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=1728,

home

insurance

holdersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

home

insurance

holders

using

Württembergische

declined

by1percentage

point

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingWürttembergische4%3%3%3%3%3%3%3%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=33-

54

Württembergische

customers,n=903

-

1728

home

insurance

holdersConsumer

Insights

Global

as

of

August

2023Sources:Württembergische

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsWürttembergische

is

more

popularamong

Generation

Xthanother

homeinsurancebrands.Ahappy

relationship

ismore

importantItstands

out

thatonly

20%

oftoWürttembergische

customers

than

to

Württembergische

customers

couldWürttembergische

customers

accessthe

internet

viaastreaming

device

lessoften

than

theaverage

home

insuranceholder.other

home

insuranceholders.imaginemanaging

theirinsuranceexclusively

online.54%

ofWürttembergische

customersarefemale.Home

and

garden

are

relativelyprevalent

interests

of

Württembergische

69%

ofWürttembergische

customersOnsocial

media,

Württembergischecustomers

interact

with

companies

lessoften

than

other

home

insuranceholders.customers.arelaggardsor

inthelatemajority

ofinnovation

adoption.Württembergische

hasalarger

share

ofcustomers

with

amedium

householdincome

thanotherhome

insurancebrands.DIYandarts&craftsare

relativelypopularhobbiesamongWürttembergische

customers.Arelatively

highshare

ofWürttembergische

customers

thinkthatthe

economic

situationisanissue

thatneeds

to

beaddressed.Württembergische

customersremember

seeing

adson

videostreaming

services

less

often

thanotherhome

insuranceholders.Württembergische

customers

are

morelikely

to

liveinsmall

towns

than

homeinsuranceholders

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Württembergische

ismore

popular

among

Generation

X

than

other

homeinsurance

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users9%9%24%46%20%Category

usersAllrespondents34%39%18%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:

n=54,

Württembergische

customers,n=1728,

home

insurance

holders,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202354%

of

Württembergische

customers

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users46%54%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergische

customers,n=1728,

home

insurance

holders,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202357%

of

Württembergische

customers

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany57%33%31%25%19%18%17%16%15%14%12%11%11%9%6%3%2%1%0%

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;"Fromwhich

ofthe

following

providers

have

you

taken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Württembergische

has

a

larger

share

of

customers

with

a

medium

householdincome

than

other

home

insurance

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%42%18%19%Category

usersAllrespondents49%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;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

home

insurance

holders,

Württembergische

customers

arerelatively

likely

to

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live39%39%37%33%29%26%24%13%11%9%7%7%6%

6%4%3%2%2%2%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";Single

Pick;Base:n=54,

Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Württembergische

customers

are

more

likely

to

live

in

small

townsthan

homeinsurance

holders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany33%26%24%24%

24%24%22%21%20%19%19%16%12%11%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=54,

Württembergische

customers,n=1728,

homeinsurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

20232%

of

Württembergische

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users2%87%11%9%Category

usersAllrespondents4%87%7%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=54,

Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

more

important

to

Württembergische

customers

than

toother

home

insurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany69%61%53%45%46%43%42%42%33%35%39%35%33%36%27%36%33%30%17%19%20%20%19%13%11%10%10%9%7%

7%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsSocial

justiceLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthe

following

providershave

you

taken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=54,

Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Home

and

garden

are

relatively

prevalent

interests

of

WürttembergischecustomersConsumer

lifestyle:

main

interestsTop10

interestsofWürttembergische

customers

inGermany63%57%49%52%52%50%50%49%46%42%42%42%41%40%39%33%33%36%34%35%33%33%33%32%29%30%27%26%26%25%Home

&gardenTravelFood

&diningMovies,TVshows&musicHealth

&fitnessFashion&beautyPolitics&societyandcurrentworld

eventsScience

&technologySportsFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergische

customers,n=1728,

homeinsurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

WürttembergischecustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofWürttembergische

customers

inGermany56%54%52%52%

48%47%50%48%47%46%42%46%46%44%43%40%40%37%37%36%36%34%33%32%30%30%29%28%25%24%OutdooractivitiesTravelingReadingSocializingCooking/bakingGardeningandplantsDIYandarts&craftsDoing

sportsandfitnessPetsTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergische

customers,n=1728,home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Württembergische

customers

are

more

likely

to

do

fitness,

aerobics,

cardio

thanother

home

insurance

holdersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofWürttembergische

customers

inGermany28%26%24%20%24%21%20%20%20%18%18%17%17%15%14%13%10%10%9%9%9%9%8%8%7%6%5%4%3%2%Fitness,aerobics,cardioHikingSwimming/DivingCyclingRunning/JoggingYoga

/PilatesDancingSoccerMartial

ArtsBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=33,

Württembergischecustomers,n=966,

home

insurance

holders,

n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

202313%

of

Württembergische

customers

follow

athletics

(track

&

field)Consumer

lifestyle:

sports

followedTop10

sports

followed

byWürttembergischecustomers

inGermany26%

26%24%13%11%9%9%9%8%7%7%7%7%7%7%7%6%6%6%6%6%6%6%

6%6%6%6%5%4%4%SoccerAthletics(track&

field)Swimming/divingHandballCyclingMotorsportsBasketballBoxingIceHockeyTennisBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=18,

Württembergischecustomers,n=575,

home

insurance

holders,

n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

insurance•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

20%

of

Württembergische

customers

could

imaginemanaging

their

insurance

exclusively

onlineConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

inGermany52%50%42%41%

40%33%28%27%23%20%19%19%15%13%12%I’mwell

informedaboutmy

personalinsurancepoliciesItrustmy

insuranceprovider

to

takecare

ofmy

claimsIcould

imagineIcould

benefit

ifItook

I’mworried

thatImightmanagingmy

insurance

advicebyaninsurance

nothavetherightkindsexclusively

onlineCategory

usersexpert

(e.g.,onof

insurancepoliciespremiums,

coverage)Brand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergische

customers,

n=1728,

homeinsurance

holders,

n=5997,

all

respondentsConsumer

Insights

Global

as

of

August

202369%

of

Württembergische

customers

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany56%38%37%37%35%20%16%14%13%11%

11%9%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=54,Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofWürttembergische

customers

think

that

the

economicsituation

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Württembergische

customers72%61%56%54%54%52%41%35%37%35%37%

37%36%40%39%39%39%38%38%37%37%37%37%35%34%33%28%28%26%20%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityImmigration

Climatechange

EnvironmentHousingPovertyDefense

&foreign

affairsEducationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance(buildings)?";

Single

Pick;Base:

n=54,

Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202346%

of

Württembergische

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users17%46%22%15%15%Category

usersAllrespondents20%48%18%22%43%17%18%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;"Fromwhich

ofthe

following

providers

haveyoutaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsWürttembergische

customers

access

the

internet

via

a

streaming

device

lessoften

than

the

average

home

insurance

holderMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet98%93%91%72%65%63%61%

61%58%56%55%50%50%48%43%37%33%34%

33%33%28%27%26%24%24%24%17%SmartphoneLaptopSmart

TVTabletDesktop

PCSmart

speakers

Gaming

consoleAllrespondentsSmartwatchStreaming

deviceBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Württembergischecustomers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Württembergische

customers

interact

with

companies

lessoften

than

other

home

insurance

holdersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype63%55%54%40%43%38%39%38%39%

39%43%36%35%40%32%36%33%30%29%22%27%20%15%19%13%18%16%15%13%12%11%9%9%7%

8%6%Sentprivate

Liked

postsFollowedpeopleCommentedon

postsPostedpictures/videosPosted

texts/statusSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=54,Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Württembergische

customers

tend

to

read

online

magazines

less

often

thanhome

insurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks85%84%79%

78%75%67%69%

68%67%53%50%47%46%47%46%46%36%46%41%41%37%34%31%

32%31%

30%Podcasts29%28%

28%22%22%19%18%TVRadioDigitalvideo

Onlinenewscontent

websitesDailynewspapersDigitalmusiccontentMagazinesMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=32,

Württembergische

customers,n=928,

home

insurance

holders,

n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023Württembergische

customers

remember

seeing

ads

on

video

streamingservices

less

often

than

other

home

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereWürttembergische

customers

inGermany

havecome

across

digital

advertisinginthepast4weeks54%45%44%39%44%37%42%41%40%39%38%37%33%29%26%28%26%26%26%24%24%23%19%19%19%16%13%17%16%15%Video

portalsOnlinestoresSocial

media

Search

enginesNewslettersWebsitesandappsof

brandsOtherapps

Video

streamingservicesEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=54,Württembergische

customers,n=1728,

home

insurance

holders,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Württembergische

customers

remember

ads

they

saw

directly

in

the

store

lessoften

than

other

home

insurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks52%49%46%40%46%45%42%41%41%40%39%34%38%36%35%34%32%31%28%26%26%16%14%11%By

mailshot

/advertisingmailOntheradioOnTVInprinteddailynewspapersOnadvertisingspacesDirectly

inthestoreInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

oft