Brand KPIs for cryptocurrencies：Polkadot in the United Kingdom-英文培训课件2025.4

CONSUMER&

BRANDBrandKPIs

for

cryptocurrencies:Polkadot

in

the

United

KingdomConsumer

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Polkadot’s

performance

inthecryptocurrency

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202466%

of

Polkadot

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Polkadot’sbrandingresonates

with

Gen

Xsimilarly

to

•Polkadot

ranksoutside

the

Top

10

inawarenessother

brandsinthe

industrywithin

the

cryptocurrency

market•Polkadot

generally

appealsto

men

more

thanwomen•Thepopularity

ratingof

Polkadot

is20%•Polkadot

ranksoutside

the

Top

10

inownership•Among

Polkadot

enthusiasts,57%

fallunderthehigh-income

category•Interms

of

loyalty,Polkadot

isoutside

the

Top

10

inthe

United

Kingdom•Consumers

want

theircryptocurrency

brandstohavehighvalue,honesty

/trustworthiness,

andauthenticity•Polkadot

hasascore

of

15%

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

for

Polkadot

at

66%Brand

profile:

snapshotBrand

performance

of

Polkadot

intheUnited

Kingdom66%20%17%15%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Cryptocurrencies

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),n=213,

respondents

who

know

the

individual

brand

(popularity),

n=213,

respondentswho

know

the

individual

brand

(ownership),

n=32,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=213,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Polkadot’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%

42%39%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePolkadot

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatPolkadot

islikedby2%

of

Babyboomers

and19%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

17%,

respectively.19%17%ForMillennials

andGen

Z,

42%

and

37%

feel

positivelytowards

Polkadot,versus

42%

and39%.

Socurrently,forPolkadot,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocryptocurrencies,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=43,

Polkadot

enthusiast,

n=469,

cryptocurrency

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Polkadot

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Polkadot

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Polkadot

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.28%72%36%64%72%

ofmen

likePolkadot

compared

to28%

ofwomen,

whereas

fortheoverallindustry,64%

of

men

owncryptocurrencies

compared

to36%

ofwomen.86%88%7%

of

Polkadot

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

cryptocurrencies,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Polkadotenthusiast,

n=469,

cryptocurrencyownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Polkadot

enthusiasts,

57%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.14%16%Single7%CoupleSingleparentNuclear57%

ofPolkadot

enthusiastsarefromhigh-income

households.Polkadot’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

21%

ofPolkadotenthusiastshavethiscurrent

livingsituation.50%19%58%7%7%42%38%27%23%Multi-generational9%3%29%21%14%ExtendedOther13%0%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

cryptocurrencies,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=43,

Polkadot

enthusiast,

n=469,

cryptocurrency

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

cryptocurrency

brands

to

have

high

value,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesownerswant

from

cryptocurrency

brandsForcryptocurrencies,

the

top

threequalitiesowners

want

fromabrandarehighvalue,honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Polkadot

owners

also

appreciatethesekey

attributes,indicating

Polkadotexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatPolkadot

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityPolkadot

shouldwork

on

promoting

highvaluetoconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

cryptocurrencies,which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tocryptocurrencies,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestocryptocurrencies,which

ofthe

following

brands

have

youpurchased

in

the

past12

months?”;

Multi

Pick;

Base:

n=32,

Polkadot

owners’,n=43,

Polkadotenthusiast,

n=469,

cryptocurrencyownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Polkadot

fans,

49%

state

that

they

get

excited

about

cryptocurrenciesBrand

profile:

attitudesWhat

doconsumersthink

ofcryptocurrenciesingeneral?58%58%58%56%49%38%35%35%33%31%21%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

cryptocurrencies

topicsrelating

tocryptocurrenciesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

cryptocurrencies

do

youagree

with?”;

Multi

Pick;“When

it

comestocryptocurrencies,

whichofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Polkadot

enthusiast,

n=469,cryptocurrencyownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1166%

of

Polkadot

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

cryptocurrencies,

the

averageawareness

ofabrandinthe

United

Kingdomis27%.Awareness

ofPolkadot,however,

isat17%.Awareness20%

ofUK

cryptocurrency

owners

say

theylikePolkadot,compared

to

anindustryaverage

brandpopularity

of31%.15%

ofindustryowners

inthe

United

Kingdomsaythey

own

Polkadot,with

theaverage

ownership

of

abrandat21%.BuzzPopularity66%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of69%.Polkadot

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

15%

comparedto22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Cryptocurrencies

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),n=213,

respondents

who

know

the

individual

brand

(popularity),

n=213,

respondentswho

know

the

individual

brand

(ownership),

n=32,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=213,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Polkadot

ranks

outside

the

Top

10

in

awareness

within

the

cryptocurrencymarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPolkadotRank#

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.1Bitcoin79%35%35%33%31%28%25%23%23%22%17%2Binance

Coin(BNB)EthereumDogecoinUSDCoinLitecoin345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Tether8TRONOutofallrespondents,

17%

were

aware

of

Polkadot.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.83%9Shiba

InuSolanaAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Polkadot

is

20%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPolkadotRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1EthereumBitcoin55%50%38%38%36%36%34%32%29%28%20%23Binance

Coin(BNB)DogecoinLitecoin4Outofconsumers

who

knew

thebrand,

20%

saidtheyliked

Polkadot.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56Solana7TRON8Tether80%9USDCoinRipple(XRP)PopularityN/A1014

Notes:“When

it

comesto

cryptocurrencies,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=213,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Polkadot

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofPolkadotRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tocryptocurrencies,

which

ofthefollowing

brandsdoyou

own

currently?”.1EthereumBitcoin15%232%3Binance

Coin(BNB)Solana28%Outofconsumers

who

knew

thebrand,

15%

saidtheyowned

Polkadot.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.426%5Litecoin26%6DogecoinTRON23%722%8Tether21%85%9USDCoinCardano

(ADA)20%UsageN/A1018%15

Notes:“When

it

comesto

cryptocurrencies,which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:

n=213,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Polkadot

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPolkadot’s

consumersRank#

BrandLoyalty

%85%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Bitcoin2USDCoinEthereumBinance

Coin(BNB)Tether82%34%381%478%577%6Solana71%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

cryptocurrencies,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.66%TRON70%78Shiba

InuChiliz68%967%Outofrespondents

whohaveowned

Polkadot,66%saidthey

would

purchasethebrandagain.LoyaltyN/A10Dogecoin66%16

Notes:“When

it

comesto

cryptocurrencies,which

ofthe

following

brands

areyoulikely

topurchase

againin

the

future?”;Multi

Pick;Base:n=32,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Polkadot

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPolkadotRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bitcoin15%2EthereumBinance

Coin(BNB)Solana33%331%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutPolkadot

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.427%5DogecoinCardano

(ADA)TRON25%622%720%8Chiliz20%85%9Litecoin19%BuzzN/A10Tether19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=213,

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

andunlocknewgrowthopportuni