Brand KPIs for toys baby online shops Ernstings family in germany-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

toys

&

babyonlineshops:

Ernsting’s

family

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

Ernsting’sfamily’sperformanceinthe

toys&baby

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202479%

of

Ernsting’s

family

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Ernsting’sfamily’s

branding

resonates

more

with•Ernsting’sfamily

ranksfifth

inawareness

within

theMillennialstoys&babyonlineshop

market•Ernsting’sfamily

generally

appealstowomen

morethan

men•Thepopularity

ratingof

Ernsting’sfamily

is35%•Ernsting’sfamily

ranksfourthinusage•Among

Ernsting’sfamily

enthusiasts,41%

fallunderthe

high-income

category•Interms

of

loyalty,Ernsting’sfamilyis

sixthinGermany•Consumers

want

theirtoys&babyonlineshopbrandstohavehighvalue,reliability,

and

friendliness•Ernsting’sfamily

hasascore

of27%

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

Ernsting’s

family

at

79%Brand

profile:

snapshotBrand

performance

of

Ernsting’sfamily

inGermany79%79%35%27%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Toys&baby

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=985,

respondents

who

know

the

individual

brand

(popularity),

n=985,respondents

who

know

the

individual

brand

(usage),

n=210,

respondents

who

have

used

the

individual

brand

(loyalty),

n=985,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ernsting’s

family’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeErnsting’sfamilybygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatErnsting’sfamily

islikedby9%

of

Babyboomers

and

27%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

27%,

respectively.28%27%

27%24%ForMillennials

andGen

Z,

41%

and

24%

feel

positivelytowards

Ernsting’sfamily,versus37%

and28%.

Socurrently,

forErnsting’sfamily,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotoys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=348,

Ernsting’s

family

enthusiast,

n=859,

toys&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Ernsting’s

familygenerally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Ernsting’sfamilyshowsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Ernsting’sfamily

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%69%

ofwomen

likeErnsting’sfamilycompared

to

31%

of

men,whereas

forthe

overall

industry,51%

of

men

usetoys&babyonlineshopscompared

to49%

ofwomen.69%86%86%6%

of

Ernsting’sfamily

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.31%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

toys&baby

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=348,Ernsting’s

family

enthusiast,

n=859,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Ernsting’s

family

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.16%22%Single34%41%25%26%CoupleSingleparentNuclear41%

ofErnsting’sfamily

enthusiastsarefrom

high-income

households.Ernsting’sfamily’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

33%

ofErnsting’sfamilyenthusiastshavethiscurrent

living

situation.10%8%33%34%31%33%26%Multi-generational2%3%11%12%ExtendedOther26%3%4%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

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=348,

Ernsting’s

family

enthusiast,

n=859,

toys&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

toys

&

baby

online

shop

brands

to

have

high

value,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

toys

&babyonlineshopbrandsFortoys&baby

online

shops,the

topthree

qualitiesusers

want

from

abrandarehighvalue,reliability,

andfriendliness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Ernsting’sfamilyusers

alsoappreciatethese

key

attributes,indicatingErnsting’sfamily

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatErnsting’sfamilyenthusiastsare

least

focused

on

areboldness

and

inclusiveness.ReliabilityExclusivityErnsting’sfamilyshould

work

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

toys

&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=210,

Ernsting’s

family

users’,n=348,

Ernsting’s

family

enthusiast,

n=859,

toys

&baby

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Ernsting’s

family

fans,

18%

state

that

they

get

excited

about

toys

&

babyonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

oftoys

&babyonlineshopsin

general?34%30%26%22%20%18%17%16%16%16%14%11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

abouttoys&baby

topicsrelating

toIget

excitedIliketotalkaboutonlineshopstoys&babyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

toys

&baby

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

toys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=348,

Ernsting’s

familyenthusiast,

n=859,

toys&baby

online

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.1179%

of

Ernsting’s

family

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

toys&baby

online

shops,theaverage

awareness

of

abrandinGermany

is49%.Awareness

ofErnsting’sfamily,however,

isat79%.Awareness35%

ofGerman

toys&babyonlineshop

userssaythey

likeErnsting’sfamily,compared

to

anindustryaverage

brand

popularity

of28%.21%

ofindustryusers

inGermany

say

theyuseErnsting’sfamily,with

theaverage

usageof

abrand

at17%.BuzzPopularity79%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Ernsting’sfamilyhasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of27%compared

to

17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Toys&baby

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=985,

respondents

who

know

the

individual

brand

(popularity),

n=985,respondents

who

know

the

individual

brand

(usage),

n=210,

respondents

who

have

used

the

individual

brand

(loyalty),

n=985,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ernsting’s

family

ranks

fifth

in

awareness

within

the

toys

&

baby

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofErnsting’s

familyRank#

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.1Amazon93%90%89%84%79%76%73%56%50%42%21%2LEGO3otto.de4PlaymobilErnsting's

familyRavensburgerTEMU5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678baby-walzBabyOneJAKO-OOutofallrespondents,

79%

were

aware

of

Ernsting’sfamily.

Thisranksthemfifth

compared

tootherbrandssurveyed

inthismarket.79%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Ernsting’s

family

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofErnsting’s

familyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon60%51%43%39%35%31%28%28%28%26%2LEGO3RavensburgerPlaymobilErnsting's

familyotto.de35%4Outofconsumers

who

knew

thebrand,

35%

saidtheyliked

Ernsting’sfamily.Thisranksthemfifth

comparedtootherbrandssurveyed

inthismarket.5665%7BabyOne8Puzzle.deHansNaturbaby-walz9PopularityN/A1014

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=985,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ernsting’s

family

ranks

fourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofErnsting’s

familyRank#

BrandUsage

%50%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Amazon21%2LEGO26%3HansNaturErnsting's

familyotto.de22%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Ernsting’sfamily.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.421%519%6TEMU17%7jollyroom.debabyartikel.degreenstoriesRavensburger17%817%79%917%UsageN/A1016%15

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;

Base:n=985,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Ernsting’s

family

is

sixth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofErnsting’sfamily’s

consumersRank#

BrandLoyalty

%91%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.1Amazon21%2windeln91%3ROFU85%4LEGO84%5TEMU83%6Ernsting's

familyPlaymobilRavensburgerotto.de79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.778%875%79%975%Outofrespondents

whohaveused

Ernsting’sfamily,79%

saidthey

would

usethebrand

again.10vertbaudet74%LoyaltyN/A16

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;MultiPick;Base:n=210,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Ernsting’s

family

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofErnsting’sfamilyRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon2LEGO27%27%3Ernsting's

familyTEMU27%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutErnsting’sfamily

inthe

media.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.426%5otto.de22%6babyartikel.dePlaymobilBabyOnegreenstoriesHansNatur20%718%73%816%916%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=985,

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

consumerinsightstomakedat