brand kpis fuer auto und motorrad onlineshops ebay in deutschland-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

car

&

motorcycleonline

shops:

eBay

in

GermanyConsumer

Insights

reportDecember2024Discover

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

eBay’s

performance

inthe

car&motorcycle

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202484%

ofeBayusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•eBay’s

brandingresonates

more

withBaby

Boomers•eBay

generally

appealsto

women

more

thanmen•eBay

ranksfirstinawareness

within

the

car&motorcycle

online

shopmarket•Thepopularity

ratingof

eBay

is

45%•eBay

ranksfirstinusage•Among

eBay

enthusiasts,31%

fallunderthehigh-income

category•Consumers

want

theircar&motorcycle

online

shopbrandstohavereliability,

honesty

/trustworthiness,andhigh

value•Interms

of

loyalty,eBay

isfirst

inGermany•eBay

hasascore

of

36%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

for

eBayat

89%Brand

profile:

snapshotBrand

performance

of

eBay

inGermany89%84%45%36%33%AwarenessPopularityUsageLoyaltyBuzz5Notes:Car&motorcycleonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,110,

respondents

who

know

the

individual

brand

(popularity),

n=1,110,respondents

who

know

the

individual

brand

(usage),

n=367,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,110,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eBay

’s

branding

resonates

morewith

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeeBay

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thateBay

islikedby11%

of

Babyboomers

and

26%

of

GenXers,

whereas

thetotalshareof

industryusers

is7%and28%,

respectively.28%27%

27%26%ForMillennials

andGen

Z,

37%

and

27%

feel

positivelytowards

eBay,

versus

38%

and

27%.

Socurrently,

foreBay,

BabyBoomers

connect

most

with

theirbrandcompared

to

theoverall

industryuser.11%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocar&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=500,

eBayenthusiast,

n=738,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024eBay

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

eBay

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

eBay

hasasimilarproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.7%8%44%56%52%

ofwomen

likeeBay

compared

to48%

ofmen,

whereas

for

the

overallindustry,56%

of

men

usecar&motorcycle

online

shopscompared

to44%

ofwomen.52%48%84%86%7%

of

eBay

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=500,

eBayenthusiast,

n=738,

car&motorcycle

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

eBayenthusiasts,

31%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.27%24%Single31%36%22%23%CoupleSingleparentNuclear31%

ofeBay

enthusiastsarefrom

high-income

households.eBay’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

asinglehousehold,

27%

ofeBay

enthusiastshavethiscurrent

livingsituation.8%9%34%23%34%29%27%Multi-generational1%2%35%14%12%ExtendedOther4%3%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

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=500,

eBayenthusiast,

n=738,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

&

motorcycle

online

shop

brands

to

have

reliability,honesty

/

trustworthiness,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

car

&motorcycle

online

shopbrandsForcar&motorcycle

onlineshops,thetopthree

qualitiesusers

wantfrom

abrandarereliability,

honesty

/Authenticity50%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness,

andhigh

value.40%30%20%10%0%eBay

users

alsoappreciate

thesekeyattributes,indicating

eBay

exudesthesequalities.SocialresponsibilityCoolnessThequalitiesthateBay

enthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityeBay

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=367,

eBayusers’,n=500,

eBayenthusiast,

n=738,

car&motorcycleonline

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

eBayfans,

20%

state

that

they

get

excited

about

car&

motorcycle

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofcar

&motorcycle

onlineshopsingeneral?30%27%23%22%21%21%20%20%19%17%15%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

car&motorcycle

topicsrelating

toonlineshopscar&motorcycleonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

car&motorcycleonline

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=500,

eBayenthusiast,

n=738,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1184%

ofeBayusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

car&motorcycle

onlineshops,theaverage

awareness

of

abrandinGermany

is34%.Awareness

ofeBay,

however,

is

at89%.Awareness45%

ofGerman

car&motorcycle

onlineshop

userssaythey

likeeBay,

compared

to

anindustryaveragebrandpopularityof

26%.33%

ofindustryusers

inGermany

say

theyuseeBay,with

the

average

usageofabrandat16%.BuzzPopularity84%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

65%.eBay

hasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

36%

comparedto18%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Car&motorcycleonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,110,

respondents

who

know

the

individual

brand

(popularity),

n=1,110,respondents

who

know

the

individual

brand

(usage),

n=367,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,110,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eBay

ranks

first

in

awareness

within

the

car&

motorcycle

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofeBayRank#

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.1eBay89%81%73%39%38%35%31%26%24%22%11%2mobile.de3AutoScout24heycar45auto.deUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6MeinAuto.deautoanzeigen.deautohaus24Motorradkauf24.decarwow78Outofallrespondents,

89%

were

aware

of

eBay.

Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.89%N/A9Awareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofeBayis

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofeBayRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AutoScout2452%46%45%31%30%26%25%24%23%22%2mobile.deeBay34auto.de45%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

eBay.

Thisranksthemthirdcompared

to

otherbrandssurveyed

inthismarket.5autohaus24Cazoo55%67MeinAuto.deautoanzeigen.de1000PS.deheycar89PopularityN/A1014

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,110,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eBay

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofeBayRank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

car&motorcycle

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1eBay2AutoScout24mobile.deautohaus24auto.de31%33%328%Outofconsumers

who

knew

thebrand,

33%

saidtheyused

eBay.

Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.423%519%6autobörse.deautoanzeigen.decarwow18%67%716%816%9MeinAuto.deCazoo14%UsageN/A1013%15

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,110,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

eBayis

first

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofeBay’s

consumersRank#

BrandLoyalty

%84%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.1eBay16%2Motorradkauf24.demobile.de83%383%4AutoScout24webauto.de1000PS.deautohaus24MeinAuto.deauto.de79%568%667%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

car&motorcycleonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.765%863%84%963%Outofrespondents

whohaveused

eBay,

84%

saidthey

would

usethebrand

again.LoyaltyN/A10newcar24.de62%16

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=367,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024eBay

has

a

score

of

36%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofeBayRank#

BrandBuzz%36%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1eBay2AutoScout24mobile.deautohaus24autoanzeigen.deheycar31%327%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyhadheardabouteBay

inthemedia.

Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.422%521%620%64%7auto.de19%81000PS.deCazoo18%918%BuzzN/A10carwow18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,110,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.