Brand KPIs for cryptocurrencies：Binance Coin (BNB) in the United States-英文培训课件2025.4

CONSUMER&

BRANDBrandKPIs

for

cryptocurrencies:Binance

Coin

(BNB)

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.

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

BinanceCoin

(BNB)’sperformance

inthe

cryptocurrency

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,

asofNovember202482%

of

Binance

Coin

(BNB)

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•BinanceCoin(BNB)’s

brandingresonates

more

with•BinanceCoin(BNB)

ranksfifth

inawareness

withinGen

Zthe

cryptocurrency

market•BinanceCoin(BNB)

generally

appealstomen

morethan

women•Thepopularity

ratingof

BinanceCoin(BNB)

is30%•BinanceCoin(BNB)

ranksseventh

inownership•Among

BinanceCoin(BNB)

enthusiasts,53%

fallunderthe

high-income

category•Interms

of

loyalty,Binance

Coin(BNB)

is

third

intheUnited

States•Consumers

want

theircryptocurrency

brandstohavehighvalue,honesty

/trustworthiness,

andauthenticity•BinanceCoin(BNB)

hasascore

of31%

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

Binance

Coin

(BNB)

at

82%Brand

profile:

snapshotBrand

performance

of

BinanceCoin

(BNB)

intheUnitedStates82%31%30%26%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Cryptocurrencies

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=324,

respondents

who

know

the

individual

brand

(popularity),

n=324,

respondentswho

know

the

individual

brand

(ownership),

n=72,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=324,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Binance

Coin

(BNB)’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%

45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBinance

Coin(BNB)

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBinance

Coin(BNB)

islikedby3%

ofBabyboomers

and

15%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

5%

and

18%,

respectively.38%31%18%ForMillennials

andGen

Z,

45%

and

38%

feel

positivelytowards

Binance

Coin(BNB),versus

45%

and31%.

Socurrently,

forBinanceCoin

(BNB),Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.15%5%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocryptocurrencies,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=96,

Binance

Coin

(BNB)enthusiast,

n=533,

cryptocurrencyownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Binance

Coin

(BNB)

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

BinanceCoin

(BNB)

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BinanceCoin

(BNB)

hasalower

proportion

of

LGBTQIA+30%70%40%60%70%

ofmen

likeBinanceCoin

(BNB)compared

to

30%

of

women,

whereasfortheoverall

industry,60%

of

men

owncryptocurrencies

compared

to40%

ofwomen.85%consumers

when

compared

totheindustryusers

ingeneral.8%

of

BinanceCoin(BNB)

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%among

industryusers

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=96,

BinanceCoin

(BNB)

enthusiast,

n=533,

cryptocurrency

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Binance

Coin

(BNB)

enthusiasts,

53%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%Single24%7%12%42%CoupleSingleparentNuclear53%

ofBinance

Coin(BNB)

enthusiastsarefrom

high-income

households.BinanceCoin

(BNB)’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

35%

ofBinanceCoin

(BNB)

enthusiastshavethiscurrent

living

situation.53%11%11%35%24%33%25%Multi-generational8%5%29%14%16%ExtendedOther18%7%8%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=96,

Binance

Coin

(BNB)enthusiast,

n=533,

cryptocurrencyownersSources:

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.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%BinanceCoin

(BNB)

owners

alsoappreciate

these

key

attributes,indicating

Binance

Coin(BNB)

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatBinanceCoin(BNB)enthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessBinanceCoin

(BNB)

should

work

onpromoting

cleverness

toconvertenthusiastsintoowners.HighvalueHonesty/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=72,

Binance

Coin

(BNB)owners’,n=96,

Binance

Coin

(BNB)enthusiast,

n=533,

cryptocurrencyownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Binance

Coin

(BNB)

fans,

45%

state

that

they

get

excited

aboutcryptocurrenciesBrand

profile:

attitudesWhat

doconsumersthink

ofcryptocurrenciesingeneral?51%45%42%35%33%33%31%30%30%29%23%22%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=96,

Binance

Coin

(BNB)enthusiast,n=533,

cryptocurrency

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

Binance

Coin

(BNB)

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

cryptocurrencies,

the

averageawareness

ofabrandinthe

United

Statesis26%.Awareness

ofBinance

Coin(BNB),however,

isat26%.Awareness30%

ofU.S.

cryptocurrency

owners

saytheylikeBinanceCoin

(BNB),compared

to

anindustryaveragebrandpopularityof

27%.22%

ofindustryowners

inthe

United

Statessay

theyown

BinanceCoin

(BNB),with

the

average

ownershipof

abrand

at20%.BuzzPopularity82%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of69%.BinanceCoin

(BNB)

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

31%

compared

to23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Cryptocurrencies

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=324,

respondents

who

know

the

individual

brand

(popularity),

n=324,

respondentswho

know

the

individual

brand

(ownership),

n=72,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=324,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Binance

Coin

(BNB)

ranks

fifth

in

awareness

within

the

cryptocurrency

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBinance

Coin

(BNB)Rank#

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.1Bitcoin71%35%33%33%26%26%25%23%22%20%2DogecoinEthereumUSDCoinLitecoin26%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Binance

Coin(BNB)Shiba

InuTether774%8Outofallrespondents,

26%

were

aware

of

BinanceCoin(BNB).

Thisranksthemfifthcompared

tootherbrandssurveyed

inthismarket.9SolanaAwarenessN/A10TRON13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Binance

Coin

(BNB)

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBinance

Coin

(BNB)Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Bitcoin55%41%40%33%32%30%27%26%22%22%2EthereumDogecoinUSDCoinLitecoin30%34Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

BinanceCoin

(BNB).

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.56Binance

Coin(BNB)Shiba

InuSolana770%89TetherPopularityN/A10Binance

USD14

Notes:“When

it

comesto

cryptocurrencies,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=324,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Binance

Coin

(BNB)

ranks

seventh

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofBinance

Coin

(BNB)Rank#

BrandUsage

%38%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tocryptocurrencies,

which

ofthefollowing

brandsdoyou

own

currently?”.1Bitcoin22%2EthereumDogecoinLitecoin28%328%Outofconsumers

who

knew

thebrand,

22%

saidtheyowned

Binance

Coin(BNB).

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.426%5Chiliz24%6USDCoinBinance

Coin(BNB)Tether23%722%819%78%9Shiba

InuSolana18%UsageN/A1018%15

Notes:“When

it

comesto

cryptocurrencies,which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:

n=324,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Binance

Coin

(BNB)

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBinanceCoin

(BNB)’sconsumersRank#

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.1Bitcoin18%2TRON82%3Binance

Coin(BNB)Litecoin82%480%5PolkadotTether75%675%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

cryptocurrencies,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7EthereumDogecoinSolana75%875%82%967%Outofrespondents

whohaveowned

BinanceCoin(BNB),82%

saidthey

would

purchasethe

brandagain.LoyaltyN/A10USDCoin67%16

Notes:“When

it

comesto

cryptocurrencies,which

ofthe

following

brands

areyoulikely

topurchase

againin

the

future?”;Multi

Pick;Base:n=72,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Binance

Coin

(BNB)

has

a

score

of

31%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBinanceCoin

(BNB)Rank#

BrandBuzz%53%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bitcoin2Binance

Coin(BNB)DogecoinEthereumLitecoin31%31%330%Outofconsumers

who

knew

thebrand,

31%

saidtheyhadheardaboutBinance

Coin(BNB)

inthemedia.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.429%523%6Cardano

(ADA)Binance

USDShiba

InuTether21%721%69%820%920%BuzzN/A10Chiliz19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=324,

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-dri