brand kpis fuer gaming hardware und peripheriegeraete logitech in den vereinigten staaten-英文（德文）培训课件2025.4

CONSUMER&

BRANDBrandKPIs

for

gaming

hardware

&peripherals:

Logitech

in

the

UnitedStatesConsumer

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

Logitech’s

performance

inthegaminghardware

&peripheral

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202475%

of

Logitech

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Logitech’s

brandingresonates

more

withGen

X•Logitech

generally

appealsto

men

more

thanwomen•Logitech

rankssecond

inawareness

within

thegaminghardware

&peripheral

market•Thepopularity

ratingof

Logitech

is

37%•Logitech

ranksthirdinusage•Among

Logitech

enthusiasts,35%

fallunderthehigh-income

category•Consumers

want

theirgaminghardware

&peripheral

•Interms

of

loyalty,Logitech

isfifth

intheUnitedbrandstohavehighvalue,reliability,

and

coolnessStates•Logitech

hasascore

of

22%

formedia

buzz3Sources:

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

forLogitech

at

75%Brand

profile:

snapshotBrand

performance

of

Logitechinthe

UnitedStates75%52%37%26%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Gaming

hardware

&peripherals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=652,

respondents

who

know

the

individual

brand

(popularity),

n=652,respondents

who

know

the

individual

brand

(usage),

n=169,

respondents

who

have

used

the

individual

brand

(loyalty),

n=652,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Logitech’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%36%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLogitech

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatLogitech

islikedby9%

of

Babyboomers

and

31%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

23%,

respectively.31%25%23%ForMillennials

andGen

Z,

36%

and

25%

feel

positivelytowards

Logitech,

versus

39%

and

34%.

Socurrently,forLogitech,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.9%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogaming

hardware

&peripherals,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=242,

Logitech

enthusiast,

n=808,

gaming

hardware

&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Logitech

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Logitech

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof14%13%84%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Logitech

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.35%65%46%54%65%

ofmen

likeLogitech

compared

to35%

ofwomen,

whereas

fortheoverallindustry,54%

of

men

usegaminghardware

&peripherals

compared

to46%

ofwomen.84%14%

ofLogitech

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to13%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

gaming

hardware&peripherals,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=242,

Logitech

enthusiast,

n=808,

gaming

hardware

&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Logitech

enthusiasts,

35%

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.25%26%Single35%35%18%15%CoupleSingleparentNuclear35%

ofLogitech

enthusiastsarefromhigh-income

households.Logitech’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

18%

ofLogitechenthusiastshavethiscurrent

livingsituation.12%11%12%40%37%28%16%Multi-generational5%5%21%19%ExtendedOther26%7%9%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

gaming

hardware

&peripherals,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=242,

Logitech

enthusiast,n=808,

gaming

hardware

&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

gaming

hardware

&

peripheral

brands

to

have

high

value,reliability,

and

coolnessBrand

profile:

qualitiesQualitiesuserswant

from

gaminghardware

&peripheral

brandsForgaming

hardware

&peripherals,

thetopthree

qualitiesusers

wantfrom

abrandarehighvalue,reliability,andcoolness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Logitech

users

also

appreciatethese

keyattributes,indicating

Logitech

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatLogitech

enthusiastsareleast

focused

on

aresocialresponsibility

andinclusiveness.ReliabilityExclusivityLogitech

shouldwork

onpromotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

togaming

hardware&peripherals,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=169,

Logitechusers’,n=242,

Logitech

enthusiast,

n=808,

gaming

hardware&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Logitech

fans,

38%

state

that

they

get

excited

about

gaming

hardware

&peripheralsBrand

profile:

attitudesWhat

doconsumersthink

ofgaminghardware

&peripheralsingeneral?39%38%30%30%28%27%26%23%22%21%20%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

gaminghardware

topicsrelating

to&peripherals

gaminghardware&peripheralsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

gaming

hardware&peripherals

do

youagreewith?”;

Multi

Pick;“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=242,Logitech

enthusiast,

n=808,

gaming

hardware&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1175%

of

Logitech

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

gaming

hardware

&peripherals,

theaverage

awareness

of

abrandinthe

United

Statesis30%.

Awareness

of

Logitech,

however,

is

at52%.Awareness37%

ofU.S.

gaminghardware

&peripheral

userssaythey

likeLogitech,

compared

toanindustryaveragebrandpopularityof

25%.26%

ofindustryusers

intheUnitedStatessaythey

useLogitech,

with

the

average

usageof

abrandat18%.BuzzPopularity75%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

66%.Logitech

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of22%compared

to

18%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Gaming

hardware

&peripherals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=652,

respondents

who

know

the

individual

brand

(popularity),

n=652,respondents

who

know

the

individual

brand

(usage),

n=169,

respondents

who

have

used

the

individual

brand

(loyalty),

n=652,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Logitech

ranks

second

in

awareness

within

the

gaming

hardware

&

peripheralmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLogitechRank#

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.1Apple84%52%41%39%32%30%29%26%26%25%2LogitechAlienwareRazer3448%5TurtleBeachHyperX52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67GIGABYTECorsair8Outofallrespondents,

52%

were

aware

of

Logitech.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.9MADCATZAsusROG

(Republic

ofGamers)AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Logitech

is

37%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLogitechRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Apple55%42%38%37%37%28%28%27%26%24%2AlienwareTurtleBeachLogitechRazer337%4Outofconsumers

who

knew

thebrand,

37%

saidtheyliked

Logitech.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.5AsusROG

(Republic

ofGamers)663%7Cooler

MasterGIGABYTECorsair89PopularityN/A10Omen14

Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=652,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Logitech

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofLogitechRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

gaminghardware

&peripherals,

which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1Apple2TurtleBeachLogitechAlienwareRazer27%26%326%Outofconsumers

who

knew

thebrand,

26%

saidtheyused

Logitech.

This

ranksthemthirdcompared

toother

brandssurveyed

inthismarket.426%523%AsusROG

(Republic

ofGamers)621%7GIGABYTECorsair20%74%820%9Cooler

MasterOmen19%UsageN/A1017%15

Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=652,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Logitech

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLogitech’sconsumersRank#

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.1Apple2MSI82%25%3TurtleBeachAlienwareLogitechRazer80%479%575%669%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

gaming

hardware&peripherals,

which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7Roccat69%75%AsusROG

(Republic

ofGamers)869%9HyperX66%Outofrespondents

whohaveused

Logitech,

75%

saidthey

would

usethebrand

again.LoyaltyN/A10Thrustmaster64%16

Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=169,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Logitech

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLogitechRank#

BrandBuzz%52%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Apple22%2AlienwareLogitechRazer31%322%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutLogitech

inthe

media.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.422%5Cooler

Master21%AsusROG

(Republic

ofGamers)620%7HyperX19%8TurtleBeachGIGABYTECorsair18%78%917%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=652,

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

consumerinsightstomakedata-drivendecisions

and