brand kpis fuer auto und motorrad onlineshops bristol street im vereinigten koenigreich-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

car

&

motorcycleonline

shops:

Bristol

Streetin

theUnited

KingdomConsumer

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

Bristol

Street’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,

asofDecember202452%

of

Bristol

Street

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Bristol

Street’s

brandingresonates

more

with

Gen

X•Bristol

Street

ranksseventh

inawareness

within

thecar&motorcycle

online

shopmarket•Bristol

Street

generally

appealsto

men

more

thanwomen•Thepopularity

ratingof

Bristol

Street

is24%•Bristol

Street

ranksoutside

the

Top

10

inusage•Among

Bristol

Street

enthusiasts,34%

fallunderthehigh-income

category•Interms

of

loyalty,Bristol

Street

isoutside

the

Top

10•Consumers

want

theircar&motorcycle

online

shopbrandstohavehonesty

/trustworthiness,

reliability,andfriendlinessinthe

United

Kingdom•Bristol

Street

hasascore

of

25%

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.4Loyalty

is

the

highest

scoring

KPI

for

Bristol

Street

at

52%Brand

profile:

snapshotBrand

performance

of

Bristol

StreetintheUnited

Kingdom52%46%25%24%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Car&motorcycleonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=573,

respondents

who

know

the

individual

brand

(popularity),

n=573,respondents

who

know

the

individual

brand

(usage),

n=65,

respondents

who

have

used

the

individual

brand

(loyalty),

n=573,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Bristol

Street’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBristol

Street

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatBristol

Street

islikedby6%

of

Babyboomers

and29%of

Gen

Xers,whereas

the

total

shareof

industryusersis8%

and21%,

respectively.32%29%24%21%ForMillennials

andGen

Z,

41%

and

24%

feel

positivelytowards

Bristol

Street,

versus

39%

and

32%.

Socurrently,

forBristol

Street,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocar&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=135,

BristolStreetenthusiast,

n=601,

car&motorcycle

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Bristol

Street

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Bristol

Street

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%13%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Bristol

Street

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.37%63%41%59%63%

ofmen

likeBristol

Street

comparedto37%

of

women,

whereas

fortheoverall

industry,59%

ofmen

usecar&motorcycle

online

shopscompared

to41%

ofwomen.90%86%13%

ofBristol

Street

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

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=135,

BristolStreetenthusiast,

n=601,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Bristol

Street

enthusiasts,

34%

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.19%15%Single34%38%13%21%CoupleSingleparentNuclear34%

ofBristol

Street

enthusiastsarefrom

high-income

households.Bristol

Street’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

39%

ofBristol

Street

enthusiastshavethiscurrent

living

situation.10%10%31%39%35%27%30%Multi-generational1%2%11%34%ExtendedOther16%7%5%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=135,

BristolStreetenthusiast,

n=601,

car&

motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

&

motorcycle

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

car

&motorcycle

online

shopbrandsForcar&motorcycle

onlineshops,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,reliability,

and

friendliness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Bristol

Street

users

alsoappreciate

thesekey

attributes,indicating

Bristol

Streetexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatBristol

Streetenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityBristol

Street

shouldwork

on

promotingreliability

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=65,

BristolStreet

users’,n=135,

BristolStreetenthusiast,

n=601,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Bristol

Street

fans,

29%

state

that

they

get

excited

about

car&motorcycle

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofcar

&motorcycle

onlineshopsingeneral?30%29%28%

28%27%26%24%23%23%21%19%

19%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=135,

BristolStreetenthusiast,

n=601,

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.1152%

of

Bristol

Street

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

car&motorcycle

onlineshops,theaverage

awareness

of

abrandinthe

United

Kingdomis42%.

Awareness

ofBristol

Street,

however,

isat46%.Awareness24%

ofUK

car&motorcycle

onlineshop

users

saytheylikeBristol

Street,

compared

to

anindustryaveragebrandpopularityof

25%.11%

ofindustryusers

intheUnitedKingdomsaytheyuseBristol

Street,

with

the

average

usageofabrandat14%.BuzzPopularity52%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Bristol

Street

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Car&motorcycleonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=573,

respondents

who

know

the

individual

brand

(popularity),

n=573,respondents

who

know

the

individual

brand

(usage),

n=65,

respondents

who

have

used

the

individual

brand

(loyalty),

n=573,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Bristol

Street

ranks

seventh

in

awareness

within

the

car

&

motorcycle

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBristol

StreetRank#

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.1AutoTraderArnoldClarkcinch81%62%61%61%53%50%46%43%36%36%234Cazoo46%5CarSEvans

HalshawBristol

Streetcarwow54%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

46%

were

aware

of

BristolStreet.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.9BuyaCarAwarenessN/A10Motors.co.uk13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Bristol

Streetis

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBristol

StreetRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AutoTrader50%30%29%28%26%25%24%24%23%23%24%2ArnoldClarkCazoo34CarScinchOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

Bristol

Street.

Thisranksthemeighthcomparedtootherbrandssurveyed

inthismarket.56Motors.co.ukEvans

HalshawBristol

StreetMotorcyclesdirect.co.ukBikesinStock776%89PopularityN/A1014

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=573,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Bristol

Street

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBristol

StreetRank#

BrandUsage

%28%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

car&motorcycle

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.1AutoTrader11%2BikesinStockSuperBikeFactoryCarSMotors.co.ukMotorcyclesdirect.co.ukBuyaCar20%316%Outofconsumers

who

knew

thebrand,

11%

saidtheyused

Bristol

Street.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.416%516%615%715%8Cazoo14%89%9ArnoldClarkcarwow13%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=573,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Bristol

Streetis

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBristol

Street’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.1AutoTrader2ArnoldClarkCarSheycar83%380%476%48%5Cazoo75%52%6Motorcyclesdirect.co.ukEvans

Halshawcarwow75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

car&motorcycleonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.774%872%9Keeway72%Outofrespondents

whohaveused

Bristol

Street,

52%saidthey

would

usethebrand

again.LoyaltyN/A10SuperBikeFactory71%16

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=65,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Bristol

Street

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBristol

StreetRank#

BrandBuzz%32%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1cinch2Cazoo31%25%3AutoTraderBikesinStockBristol

StreetArnoldClarkCarScarwow30%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutBristol

Street

inthemedia.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.426%525%625%722%75%820%9BuyaCar17%BuzzN/A10Motorcyclesdirect.co.uk13%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=573,

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.

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