美国家庭保险服务公司Amica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:

Amicacustomers

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAmica

customers

inthe

UnitedStates: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

toNumberof

respondents:benchmark

Amicacustomers

intheUnitedStates(’’brandusers’’)

againstU.S.home

insuranceholders

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

States)•

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

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsAmica

ranks

outside

the

top

10

of

most

used

home

insurance

brands

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

home

insurancebrandsinthe

U.S.StateFarmAllstate18%15%USAA8%8%American

Family

InsuranceGeico6%ProgressiveFarmers5%5%5%Liberty

MutualTravelers3%3%Nationwide4Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=3400,

home

insurance

holdersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

home

insurance

holders

using

Amica

grew

by1

percentage

pointsince

Q4

of

2021Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingAmica2%2%1%1%1%1%1%2021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=35-

54

Amica

customers,

n=2606

-

3400

home

insurance

holdersConsumer

Insights

Global

as

of

August

2023Sources:Amica

customers

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAmica

ismore

popularamongGeneration

Zthanother

homeinsurancebrands.Making

theirown

decisions

islessimportant

to

Amica

customers

than

toother

home

insuranceholders.Itstands

out

that41%

ofAmicacustomers

are

worried

thatthey

don’thavetherightkindsof

insurancepolicies.Amica

customers

access

the

internet

viaalaptopless

often

thanthe

averagehome

insuranceholder.Compared

tootherhome

insurancebrands,Amica

hasarelatively

highshareof

male

customers.Gaming

and

eSports

are

relativelyprevalent

interests

of

Amicacustomers.Amica

customers

tendto

bemore

active43%

ofAmica

customers

are

intheearly

on

social

media

thanotherhomemajority

of

innovationadopter

types.insuranceholders.41%

ofAmica

customers

havepetsasahobby.Amica

hasalarger

shareof

customerswith

alow

income

thanotherhomeinsurancebrands.33%

ofAmica

customers

thinkthattheeconomic

situationisanissuethatneeds

to

beaddressed.Amica

customers

remember

seeing

adson

social

media

less

often

thanotherhome

insuranceholders.Amica

customers

aremore

likely

toliveinlargecities

than

home

insuranceholders

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Amica

is

more

popular

among

Generation

Z

than

other

home

insurance

brandsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users33%35%20%11%Category

usersAllrespondents12%34%35%20%22%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:

n=54,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

home

insurance

brands,

Amica

has

a

relatively

high

share

ofmale

customersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users59%41%Category

usersAllrespondents53%47%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=54,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202330%

of

Amica

customers

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%31%30%26%23%22%20%19%18%17%15%12%7%6%4%4%3%2%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,

Amica

customers,n=3400,home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

has

a

larger

share

of

customers

with

a

low

income

than

other

homeinsurance

brandsDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users51%52%24%24%Category

usersAllrespondents34%14%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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

home

insurance

holders,

Amica

customers

are

relativelylikely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live36%28%26%24%20%19%19%17%17%15%15%13%10%9%8%8%4%4%4%3%3%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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

customers

are

more

likely

to

live

in

large

cities

than

home

insuranceholders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.46%28%27%24%23%19%19%18%17%13%12%10%9%9%8%8%6%4%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;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=54,

Amica

customers,n=3400,

home

insuranceholders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Amica

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users11%87%2%2%Category

usersAllrespondents8%90%11%85%4%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,

Amica

customers,n=3400,

homeinsurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

less

important

to

Amica

customers

than

to

otherhome

insurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.53%50%53%51%48%47%44%39%39%39%39%33%30%

30%30%30%29%25%24%22%22%14%17%13%12%15%15%14%13%13%AhappyrelationshipSafety

andsecurityTobesuccessful

Anhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsAdvancingmy

careerSocial

justiceMaking

myown

decisionsTraditionsBrand

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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Amica

customersConsumer

lifestyle:

main

interestsTop10

interestsofAmicacustomers

intheU.S.54%51%45%41%41%41%36%35%35%33%34%31%32%32%25%26%30%29%28%26%22%27%26%25%24%22%22%22%11%10%Health

&fitnessMovies,TVshows&musicFood

&diningTravelReligion

&spiritualityFashion&beautyScience

&technologyFinance&economyGaming

&eSportsHome

&gardenBrand

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,

Amica

customers,n=3400,

home

insuranceholders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202341%

of

Amica

customers

have

pets

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAmicacustomers

intheU.S.44%43%41%

41%34%40%38%37%36%31%31%27%29%28%28%26%26%26%26%25%24%24%22%19%23%22%22%22%17%16%PetsReadingCooking/bakingOutdooractivitiesSocializingDIYandarts&craftsTech

/computersBoard

games/cardgamesMaking

musicTravelingBrand

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,

Amica

customers,n=3400,

home

insuranceholders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

customers

are

more

likely

to

go

cycling

than

the

average

onlinerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAmicacustomers

intheU.S.17%15%15%13%12%12%11%11%11%10%10%9%9%9%9%9%9%9%9%7%8%7%7%7%6%5%5%5%4%4%CyclingHikingAmericanFootball

/BadmintonCricketTableTennisYoga

/PilatesBaseball/SoftballBasketballHunting/FishingFlagFootballBrand

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=15,

Amica

customers,n=1483,

home

insurance

holders,

n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Amica

customers

follow

cricket

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byAmicacustomers

intheU.S.28%22%20%20%17%15%13%10%9%8%8%7%7%7%8%6%

6%6%6%6%6%

6%5%5%4%3%4%4%3%2%BasketballAmericanfootballBaseballTennisAthletics(track&field)CricketCyclingSoccerSwimming/divingBoxingBrand

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=10,

Amica

customers,n=1197,

home

insurance

holders,

n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

insurance•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

41%

of

Amica

customers

are

worried

that

they

don’t

have

theright

kinds

of

insurance

policiesConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

intheU.S.46%44%41%41%39%35%33%31%29%25%24%23%19%16%14%Icould

benefit

ifItook

I’mworried

thatImightadvicebyaninsurance

nothavetherightkindsI’mwell

informedaboutmy

personalinsurancepoliciesIcould

imaginemanagingmy

insuranceexclusively

onlineItrustmy

insuranceprovider

to

takecare

ofmy

claimsexpert

(e.g.,onof

insurancepoliciespremiums,

coverage)Brand

usersCategory

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,

Amica

customers,n=3400,

home

insuranceholders,

n=10011,

all

respondentsConsumer

Insights

Global

as

of

August

202343%

of

Amica

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.43%37%32%30%26%25%24%20%17%17%15%12%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,

Amicacustomers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Amica

customers

think

that

the

economic

situation

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

Amicacustomers59%53%50%47%45%42%42%40%34%

36%30%34%35%33%29%28%33%31%30%30%27%22%27%26%26%24%24%23%22%22%EconomicsituationPovertyHousingCrimeRising

prices/inflation/cost

of

livingHealth

andsocial

securityUnifyingthecountryClimatechange

Government

UnemploymentdebtBrand

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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

customers

tend

to

have

moreleft

leaning

political

views

than

other

homeinsurance

holdersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users31%26%39%4%Category

usersAllrespondents21%21%30%28%40%10%34%17%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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsAmica

customers

access

the

internet

via

a

laptop

less

often

than

the

averagehome

insurance

holderMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet91%89%80%74%66%63%59%60%57%56%52%46%46%47%44%

44%43%41%39%

39%38%37%35%35%33%26%26%SmartphoneSmart

TVTabletLaptopSmart

speakers

Streaming

deviceSmartwatchDesktop

PCGaming

consoleBrand

usersCategory

usersAllrespondents27

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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

customers

tend

to

be

more

active

on

social

media

than

other

homeinsurance

holdersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype58%53%53%52%49%49%45%45%43%42%41%36%33%37%33%39%37%37%36%35%33%33%33%31%27%26%22%19%16%17%8%

8%8%7%4%2%Posted

texts

Liked

postsLikedcompanypostsSharedcompanypostsSentprivatemessagesFollowedpeopleCommentedon

postsPostedpictures/videosSharedpostsbyother

usersFollowedIhaveonly

Ihaven’t

used/statusupdatesbyotheruserscompanies

used

social

social

mediamediapassivelyBrand

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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

customers

tend

to

read

online

news

websites

less

often

than

homeinsurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks82%80%70%76%67%64%62%58%

56%50%55%54%52%50%48%45%44%43%39%28%36%34%33%32%25%30%30%24%

23%17%21%18%14%TVDigitalvideo

Digitalmusiccontent

contentRadioMovies

/cinemaMagazinesDailynewspapersPodcastsOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

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=33,

Amica

customers,

n=1779,

homeinsurance

holders,

n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

customers

remember

seeing

ads

on

social

media

less

often

than

otherhome

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAmicacustomers

intheU.S.

havecome

across

digitaladvertisinginthepast4weeks49%43%44%40%39%39%39%37%37%35%35%34%32%31%30%29%28%28%27%

27%24%26%24%22%22%22%18%14%13%11%OnlinestoresVideo

portals

Search

enginesWebsitesandappsof

brandsVideo

streaming

Social

mediaservicesMusicportalsNewslettersEditorialwebsitesandappsVideo

gamesBrand

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,

Amica

customers,n=3400,

home

insurance

holders,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Amica

customers

remember

ads

they

saw

out-of-home

less

often

than

otherhome

insurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks55%52%47%41%41%39%39%38%35%35%34%33%33%31%21%30%29%28%22%28%26%19%18%16%OnTVBy

mailshot

/advertisingmailDirectly

inthestoreOntheradioAtthemovies

OnadvertisingInprinteddailynewspapersInprintedmagazinesandjournals/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtak