brand kpis for travel portals sonnenklartv in germany-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

travel

portals:Sonnenklar.tv

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.

1250Ourdataallows

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

Sonnenklar.tv’s

performance

inthe

travel

portal

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202479%

of

Sonnenklar.tv

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Sonnenklar.tv’s

branding

resonates

more

with

Gen

X•Sonnenklar.tvranksoutsidetheTop10

inawarenesswithin

the

travel

portal

market•Sonnenklar.tvgenerally

appealstowomen

morethan

men•Thepopularity

ratingof

Sonnenklar.tvis

13%•Among

Sonnenklar.tventhusiasts,41%

fallunderthe

•Sonnenklar.tvranksoutsidetheTop10

inusagehigh-income

category•Interms

of

loyalty,Sonnenklar.tv

isseventh

in•Consumers

want

theirtravel

portal

brandstohaveGermanyreliability,

honesty

/trustworthiness,

and

friendliness•Sonnenklar.tvhasascore

of

11%

for

media

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

Sonnenklar.tv

at

79%Brand

profile:

snapshotBrand

performance

of

Sonnenklar.tv

inGermany79%59%13%11%4%AwarenessPopularityUsageLoyaltyBuzz5Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=736,

respondents

who

know

the

individual

brand

(popularity),

n=736,

respondents

whoknow

the

individual

brand(usage),

n=29,

respondents

who

have

used

the

individual

brand

(loyalty),

n=736,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sonnenklar.tv’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSonnenklar.tv

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSonnenklar.tv

islikedby11%

of

Babyboomersand46%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and28%,

respectively.39%

39%28%23%ForMillennials

andGen

Z,

39%

and

4%

feel

positivelytowards

Sonnenklar.tv,

versus

39%

and

23%.

Socurrently,

forSonnenklar.tv,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.11%9%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=96,

Sonnenklar.tv

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Sonnenklar.tv

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Sonnenklar.tv

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof3%10%84%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Sonnenklar.tvhasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%56%56%

ofwomen

likeSonnenklar.tvcompared

to

44%

of

men,whereas

forthe

overall

industry,51%

of

men

usetravel

portals

compared

to49%

ofwomen.93%3%

of

Sonnenklar.tventhusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.44%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

travel

portals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=96,

Sonnenklar.tventhusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Sonnenklar.tv

enthusiasts,

41%

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.29%23%Single37%41%23%26%CoupleSingleparentNuclear41%

ofSonnenklar.tv

enthusiastsarefrom

high-income

households.Sonnenklar.tv’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

29%

ofSonnenklar.tv

enthusiastshavethiscurrent

living

situation.5%7%31%28%35%28%30%Multi-generational1%2%6%10%29%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

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=96,

Sonnenklar.tv

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

travelportal

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

travel

portal

brandsFortravel

portals,thetopthree

qualitiesusers

wantfrom

abrandarereliability,honesty

/trustworthiness,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Sonnenklar.tv

users

alsoappreciatethese

key

attributes,indicatingSonnenklar.tv

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatSonnenklar.tventhusiastsare

least

focused

on

areboldness

and

cleverness.ReliabilityExclusivitySonnenklar.tv

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

travelportals,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

totravelportals,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

totravelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=29,

Sonnenklar.tv

users’,n=96,

Sonnenklar.tv

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Sonnenklar.tv

fans,

45%

state

that

they

get

excited

about

travel

portalsBrand

profile:

attitudesWhat

doconsumersthink

oftravel

portals

ingeneral?45%41%35%30%28%26%25%23%22%

22%16%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trusttravel

portalstopicsrelating

totravel

portalsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

travelportals

do

youagreewith?”;

Multi

Pick;“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=96,

Sonnenklar.tv

enthusiast,

n=907,

travelportalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Sonnenklar.tv

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

travel

portals,the

averageawareness

ofabrandinGermany

is

59%.

Awarenessof

Sonnenklar.tv,however,

isat59%.Awareness13%

ofGerman

travel

portal

users

saytheylikeSonnenklar.tv,

compared

toanindustryaverage

brandpopularity

of23%.4%

of

industryusers

inGermany

say

theyuseSonnenklar.tv,

withtheaverage

usageof

abrandat12%.BuzzPopularity79%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Sonnenklar.tv

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Travelportals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents(awareness),

n=736,

respondents

who

know

the

individual

brand

(popularity),

n=736,

respondents

whoknow

the

individual

brand(usage),

n=29,

respondents

who

have

used

the

individual

brand

(loyalty),

n=736,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sonnenklar.tv

ranks

outside

the

Top

10

in

awareness

within

the

travelportalmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSonnenklar.tvRank#

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.1Check2487%86%86%76%74%73%72%72%65%62%2TUI3BExpedia41%45AirbnbUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6alltours59%7HolidayCheckAb-in-den-UrlaubTripadvisorThomasCook8Outofallrespondents,

59%

were

aware

ofSonnenklar.tv.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Sonnenklar.tv

is

13%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSonnenklar.tvRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1B55%50%35%32%28%25%21%20%19%19%13%2Check243Airbnb4TUIOutofconsumers

who

knew

thebrand,

13%

saidtheyliked

Sonnenklar.tv.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.5Expedia6Ab-in-den-UrlaubHolidayCheckUrlaubspiratenDER

TouristikFTITouristik7887%9PopularityN/A1014

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=736,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sonnenklar.tv

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSonnenklar.tvRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

travelportals,which

of

the

following

brandshaveyouusedinthe

past12

months?”.4%1B2Check2433%3Airbnb23%Outofconsumers

who

knew

thebrand,

4%

saidtheyused

Sonnenklar.tv.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.4eDreams15%5TUI13%6Expedia13%7HolidayCheckFTITouristikAb-in-den-UrlaubDER

Touristik10%810%99%96%UsageN/A108%15

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=736,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Sonnenklar.tv

is

seventh

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSonnenklar.tv’s

consumersRank#

BrandLoyalty

%89%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.1Check2421%2BAirbnb88%388%4TUI85%5UrlaubspiratenUrlaubsguruSonnenklar.tvExpedia82%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

travel

portals,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.779%877%79%9Ab-in-den-UrlaubSecret

Escapes76%Outofrespondents

whohaveused

Sonnenklar.tv,

79%saidthey

would

usethebrand

again.LoyaltyN/A1072%16

Notes:“When

it

comesto

travelportals,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=29,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sonnenklar.tv

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSonnenklar.tvRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Check2411%2BAirbnb36%330%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutSonnenklar.tv

inthe

media.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.4Ab-in-den-UrlaubSecret

EscapesExpedia21%519%618%7TUI17%8eDreams14%89%9HolidayCheckSonnenklar.tv11%BuzzN/A1011%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=736,

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.•