Brand KPIs for consumer electronics online shops：Dotó in Mexico-英文培训课件2025.5

CONSUMER&

BRANDBrandKPIs

for

consumer

electronicsonline

shops:

Dotó

in

MexicoConsumer

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

Dotó’s

performance

intheconsumer

electronics

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202457%

of

Dotó

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Dotó’s

brandingresonates

more

withMillennials•Dotógenerally

appealsto

men

more

thanwomen•DotóranksoutsidetheTop10

inawareness

withinthe

consumer

electronics

onlineshop

market•Thepopularity

ratingof

Dotóis

20%•DotóranksoutsidetheTop10

inusage•Among

Dotóenthusiasts,44%

fallunderthehigh-income

category•Consumers

want

theirconsumer

electronics

onlineshop

brandsto

havereliability,

honesty

/trustworthiness,

andauthenticity•Interms

of

loyalty,Dotó

isoutsidetheTop10

inMexico•Dotóhasascore

of

16%

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.4Loyalty

is

the

highest

scoring

KPI

forDotó

at

57%Brand

profile:

snapshotBrand

performance

of

Dotó

inMexico58%23%20%16%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Consumer

electronics

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=293,

respondents

who

know

the

individual

brand

(popularity),

n=293,respondents

who

know

the

individual

brand

(usage),

n=31,

respondents

who

have

used

the

individual

brand

(loyalty),

n=293,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dotó’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations53%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDotó

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatDotó

islikedby0%

of

Babyboomers

and

17%

of

GenXers,

whereas

thetotalshareof

industryusers

is3%and24%,

respectively.38%35%29%24%ForMillennials

andGen

Z,

53%

and

29%

feel

positivelytowards

Dotó,

versus

38%

and

35%.

Socurrently,

forDotó,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.17%3%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoconsumer

electronics

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=58,

Dotóenthusiast,

n=1,206,

consumer

electronics

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Dotó

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Dotó

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Dotóhasahigher

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.7%10%36%64%64%

ofmen

likeDotó

compared

to36%of

women,

whereas

forthe

overallindustry,50%

of

women

useconsumerelectronics

onlineshopscompared

to50%

ofmen.50%50%89%88%10%

ofDotó

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

consumer

electronics

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=58,

Dotóenthusiast,

n=1,206,

consumer

electronics

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Dotó

enthusiasts,

44%

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.9%7%Single33%16%12%44%CoupleSingleparentNuclear44%

ofDotó

enthusiastsarefrom

high-income

households.Dotó’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

41%

ofDotó

enthusiastshavethiscurrent

livingsituation.5%8%41%34%37%29%33%Multi-generational10%9%17%ExtendedOther26%23%2%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

consumer

electronics

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=58,

Dotóenthusiast,

n=1,206,

consumer

electronics

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

consumer

electronics

online

shop

brands

to

havereliability,

honesty

/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

consumerelectronicsonlineshopbrandsForconsumer

electronics

onlineshops,the

top

three

qualitiesusers

want

fromabrandarereliability,

honesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness,

andauthenticity.60%40%20%0%However,

forDotó

users

thetop3attributesthey

actuallywant

arecleverness,

exclusivity,

and

coolness.SocialresponsibilityCoolnessThequalitiesthatDotóenthusiastsareleast

focused

onare

inclusiveness

andboldness.ReliabilityExclusivityDotó

shouldwork

onpromotingboldness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

consumer

electronics

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoconsumer

electronics

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;“When

it

comesto

consumer

electronics

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=31,

Dotóusers’,n=58,

Dotóenthusiast,

n=1,206,

consumer

electronicsonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Dotó

fans,

55%

state

that

they

get

excited

about

consumer

electronicsonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofconsumerelectronicsonlineshopsingeneral?55%53%53%50%47%36%35%30%30%24%21%10%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutconsumer

topicsrelating

toIget

excitedIliketotalkaboutelectronicsonlineshopsconsumerelectronics

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

consumer

electronics

online

shops

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

consumer

electronics

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=58,Dotóenthusiast,

n=1,206,

consumer

electronics

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.1157%

of

Dotó

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

consumer

electronics

onlineshops,the

average

awareness

ofabrandinMexico

is71%.Awareness

ofDotó,

however,

is

at23%.Awareness20%

ofMexican

consumer

electronics

onlineshopusers

saythey

likeDotó,

compared

toanindustryaverage

brand

popularity

of40%.11%

ofindustryusers

inMexico

saythey

useDotó,with

the

average

usageofabrandat27%.BuzzPopularity57%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.Dotó

hasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of16%

compared

to36%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Consumer

electronics

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=293,

respondents

who

know

the

individual

brand

(popularity),

n=293,respondents

who

know

the

individual

brand

(usage),

n=31,

respondents

who

have

used

the

individual

brand

(loyalty),

n=293,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dotó

ranks

outside

the

Top

10

in

awareness

within

the

consumer

electronicsonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDotóRank#

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.1Mercado

Libre98%97%97%97%96%96%95%94%94%92%23%2WalmartAmazonSamsungMotorolaHP345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Apple77%8Sam'sclubLenovoTEMUOutofallrespondents,

23%

were

aware

of

Dotó.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Dotó

is

20%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDotóRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AmazonMercado

LibreSamsungWalmartApple71%65%64%56%53%45%45%44%42%41%20%234Outofconsumers

who

knew

thebrand,

20%

saidtheyliked

Dotó.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56HP7Sam'sclubLenovo880%9MotorolaCostcoPopularityN/A1014

Notes:“When

it

comesto

consumer

electronics

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=293,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dotó

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofDotóRank#

BrandUsage

%59%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

consumerelectronics

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1AmazonMercado

LibreWalmartSamsungTEMU11%257%348%Outofconsumers

who

knew

thebrand,

11%

saidtheyused

Dotó.

This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.439%533%6Apple33%7Sam'sclubLenovoCostco27%826%89%Usage925%N/A10HP25%15

Notes:“When

it

comesto

consumer

electronics

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=293,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Dotó

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDotó’s

consumersRank#

BrandLoyalty

%88%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.1AmazonMercado

LibreSamsungApple287%384%42%483%5TEMU81%58%6WalmartCostco81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

consumerelectronics

onlineshops,which

of

the

following

brandsareyou

likely

to

useagaininthe

future?”.779%8Sam'sclubiShopMixupHP77%976%Outofrespondents

whohaveused

Dotó,

57%

saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

consumer

electronics

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;

Multi

Pick;Base:n=31,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dotó

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDotóRank#

BrandBuzz%74%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AmazonMercado

LibreApple16%271%357%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutDotó

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4TEMU54%5SamsungWalmartSam'sclubCostco49%649%740%836%84%9MotorolaHONOR34%BuzzN/A1033%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=293,

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

andunlock