Brand KPIs for smart home Positivo Casa Inteligente in Brazil-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

smart

home:

PositivoCasa

Inteligente

in

BrazilConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Positivo

CasaInteligente’sperformance

inthe

smart

home

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202476%

of

Positivo

Casa

Inteligente

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•PositivoCasaInteligente’s

branding

resonates

more•PositivoCasaInteligente

ranksseventh

inawarenesswith

Gen

Xwithin

the

smart

home

market•PositivoCasaInteligente

generally

appealstowomen

•Thepopularity

ratingof

PositivoCasaInteligente

ismore

than

men

30%•Among

PositivoCasaInteligente

enthusiasts,40%

fall

•PositivoCasaInteligente

rankstenthinusageunderthe

high-income

category•Interms

of

loyalty,Positivo

CasaInteligente

issixthin•Consumers

want

theirsmart

home

brandstohaveBrazilreliability,

authenticity,and

honesty

/trustworthiness•PositivoCasaInteligente

hasascore

of

20%

for

mediabuzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Positivo

Casa

Inteligente

at

76%Brand

profile:

snapshotBrand

performance

of

Positivo

Casa

Inteligente

inBrazil76%72%30%20%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smarthome

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=896,

respondents

who

know

the

individual

brand

(popularity),

n=896,

respondents

whoknow

the

individual

brand(usage),

n=131,

respondents

who

have

used

the

individual

brand

(loyalty),

n=896,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Positivo

Casa

Inteligente’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePositivo

CasaInteligente

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatPositivo

Casa

Inteligente

isliked

by2%

of

Babyboomers

and

30%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is3%

and24%,

respectively.32%30%28%24%ForMillennials

andGen

Z,

40%

and

28%

feel

positivelytowards

Positivo

CasaInteligente,

versus

41%

and

32%.Socurrently,

forPositivoCasaInteligente,

Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmarthome,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=267,

Positivo

Casa

Inteligente

enthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Positivo

Casa

Inteligente

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Positivo

CasaInteligenteshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Positivo

Casa

Inteligente

hasasimilar

proportion

of

LGBTQIA+51%49%61%61%

ofwomen

likePositivo

CasaInteligente

compared

to

39%

of

men,whereas

forthe

overall

industry,51%

ofwomen

usesmart

home

compared

to49%

ofmen.90%90%consumers

when

compared

totheindustryusers

ingeneral.7%

of

PositivoCasaInteligenteenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

8%

among

industryusersoverall.39%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=267,

Positivo

CasaInteligente

enthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Positivo

Casa

Inteligente

enthusiasts,

40%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.7%8%Single36%40%13%12%CoupleSingleparentNuclear40%

ofPositivo

CasaInteligenteenthusiastsare

from

high-incomehouseholds.Positivo

CasaInteligente’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,42%

ofPositivo

CasaInteligenteenthusiastshavethiscurrent

livingsituation.9%9%30%34%42%38%28%Multi-generational8%7%18%24%32%ExtendedOther3%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

smarthome,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=267,

Positivo

Casa

Inteligente

enthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

smart

home

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

smart

homebrandsForsmart

home,

the

topthree

qualitiesusers

wantfrom

abrandarereliability,authenticity,andhonesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.60%40%20%0%Positivo

CasaInteligente

users

alsoappreciate

these

key

attributes,indicating

Positivo

CasaInteligenteexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatPositivoCasaInteligente

enthusiastsare

least

focusedon

arehighvalueand

thrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessPositivo

CasaInteligente

shouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smarthome,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=131,

Positivo

Casa

Inteligente

users’,n=267,Positivo

Casa

Inteligente

enthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Positivo

Casa

Inteligente

fans,

60%

state

that

they

get

excited

aboutsmart

home

productsBrand

profile:

attitudesWhat

doconsumersthink

ofsmart

home

ingeneral?60%49%48%46%45%43%38%37%37%32%28%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsmarthome

productsIliketotalkabouttopicsrelating

tosmart

homeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smarthome

do

youagreewith?”;

Multi

Pick;“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=267,

Positivo

Casa

Inteligente

enthusiast,

n=920,smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1176%

of

Positivo

Casa

Inteligente

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smart

home,

the

average

awarenessof

abrand

inBrazil

is60%.

Awareness

ofPositivo

CasaInteligente,

however,

is

at72%.Awareness30%

ofBrazilian

smart

home

users

saytheylikePositivo

CasaInteligente,

compared

toanindustryaverage

brand

popularity

of31%.15%

ofindustryusers

inBrazil

saythey

usePositivoCasaInteligente,

with

the

average

usageofabrandat18%.BuzzPopularity76%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Positivo

CasaInteligente

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

20%

compared

to24%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Smarthome

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=896,

respondents

who

know

the

individual

brand

(popularity),

n=896,

respondents

whoknow

the

individual

brand(usage),

n=131,

respondents

who

have

used

the

individual

brand

(loyalty),

n=896,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Positivo

Casa

Inteligente

ranks

seventh

in

awareness

within

the

smart

homemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPositivo

Casa

InteligenteRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Samsung96%95%93%91%86%80%72%71%60%31%2LG28%3ElectroluxXiaomi45IntelbrasUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6MultilaserPositivo

Casa

InteligenteGoogle

NestPhilips

HueiRobot772%8Outofallrespondents,

72%

were

aware

of

PositivoCasaInteligente.

Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Positivo

Casa

Inteligente

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPositivo

Casa

InteligenteRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Samsung69%54%46%41%38%36%30%30%24%24%2Electrolux30%3LG4IntelbrasOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

Positivo

CasaInteligente.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.5Xiaomi6Google

NestPhilips

HuePositivo

Casa

InteligenteHoneywell

HomeMultilaser770%89PopularityN/A1014

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=896,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Positivo

Casa

Inteligente

ranks

tenth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPositivo

Casa

InteligenteRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

smarthome,

which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Samsung15%2ElectroluxLG35%325%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

PositivoCasaInteligente.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4Intelbras23%5Xiaomi21%6Google

NestHoneywell

HomeGeonav19%715%815%85%9MultilaserPositivo

Casa

Inteligente15%UsageN/A1015%15

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=896,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Positivo

Casa

Inteligente

is

sixth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPositivo

Casa

Inteligente’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Samsung24%2Xiaomi85%3ElectroluxIntelbras82%480%5Google

NestPositivo

Casa

InteligenteSteckSmarteckLG77%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smart

home,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.772%76%872%9HouseasyWiZ69%Outofrespondents

whohaveused

Positivo

CasaInteligente,

76%

saidthey

would

usethebrand

again.LoyaltyN/A1068%16

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=131,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Positivo

Casa

Inteligente

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPositivo

Casa

InteligenteRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Samsung20%2ElectroluxLG42%332%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutPositivo

CasaInteligente

inthemedia.

This

ranksthemeighthcompared

tootherbrandssurveyed

inthismarket.4Intelbras28%5Google

NestXiaomi28%628%7iRobot21%8Positivo

Casa

InteligentePhilips

HueMultilaser20%80%918%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=896,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerins