Brand KPIs for car insurance：CosmosDirekt in Germany-英文培训课件2025.5

CONSUMER&

BRANDBrandKPIs

for

car

insurance:CosmosDirekt

in

GermanyConsumer

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

CosmosDirekt’s

performanceinthe

carinsurancemarket.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,

asofNovember202472%

of

CosmosDirekt

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•CosmosDirekt’s

brandingresonates

more

with

Gen

X

•CosmosDirekt

ranksoutside

the

Top

10

inawarenesswithin

the

carinsurancemarket•CosmosDirekt

generally

appealsto

men

more

thanwomen•Thepopularity

ratingof

CosmosDirekt

is17%•Among

CosmosDirekt

enthusiasts,43%

fallunderthe

•CosmosDirekt

ranksoutside

the

Top

10

inownershiphigh-income

category•Interms

of

loyalty,CosmosDirekt

is

eighthin•Consumers

want

theircarinsurancebrandsto

haveGermanyreliability,

honesty

/trustworthiness,

and

friendliness•CosmosDirekt

hasascore

of

18%

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

CosmosDirekt

at

72%Brand

profile:

snapshotBrand

performance

of

CosmosDirekt

inGermany72%60%18%17%5%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=745,

respondents

who

know

the

individual

brand(popularity),

n=745,

respondentswho

know

the

individual

brand

(ownership),

n=36,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=745,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CosmosDirekt’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCosmosDirekt

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatCosmosDirekt

islikedby10%

ofBabyboomers

and

44%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

12%

and

34%,

respectively.34%33%32%23%ForMillennials

andGen

Z,

33%

and

13%

feel

positivelytowards

CosmosDirekt,

versus

32%

and23%.

Socurrently,

forCosmosDirekt,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.13%12%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=124,

CosmosDirektenthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CosmosDirekt

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

CosmosDirekt

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

CosmosDirekt

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.45%55%49%51%55%

ofmen

likeCosmosDirektcompared

to

45%

of

women,

whereasfortheoverall

industry,51%

of

men

owncarinsurancecompared

to

49%

ofwomen.87%87%8%

of

CosmosDirekt

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

carinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=124,

CosmosDirektenthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

CosmosDirekt

enthusiasts,

43%

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.23%22%Single36%19%26%43%CoupleSingleparentNuclear43%

ofCosmosDirekt

enthusiastsarefrom

high-income

households.CosmosDirekt’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

40%

ofCosmosDirekt

enthusiastshavethiscurrent

living

situation.6%9%40%35%29%28%36%Multi-generational1%3%8%10%ExtendedOther22%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

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=124,

CosmosDirektenthusiast,

n=1,039,

car

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

reliability,honesty

/trustworthiness,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%CosmosDirekt

owners

alsoappreciatethese

key

attributes,indicatingCosmosDirekt

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatCosmosDirektenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityCosmosDirekt

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carinsurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

carinsurance,which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=36,

CosmosDirektowners’,n=124,

CosmosDirektenthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

CosmosDirekt

fans,

21%

state

that

they

get

excited

about

car

insuranceprovidersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?44%40%40%27%27%22%22%21%16%15%14%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustcarinsuranceproviderstopicsrelating

tocarinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carinsurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=124,

CosmosDirektenthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

CosmosDirekt

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinGermany

is

70%.

Awarenessof

CosmosDirekt,

however,

isat60%.Awareness17%

ofGerman

carinsurance

owners

saytheylikeCosmosDirekt,

compared

to

anindustryaveragebrandpopularityof

21%.5%

of

industryowners

inGermany

say

theyownCosmosDirekt,

with

the

average

ownership

ofabrandat10%.BuzzPopularity72%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.CosmosDirekt

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of18%compared

to

17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=745,

respondents

who

know

the

individual

brand(popularity),

n=745,

respondentswho

know

the

individual

brand

(ownership),

n=36,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=745,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CosmosDirekt

ranks

outside

the

Top

10

in

awareness

within

the

carinsurancemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCosmosDirektRank#

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.1AllianzErgo92%83%83%83%76%76%74%71%68%66%23Huk-CoburgAXA40%45GeneraliR+VUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.660%7DEVK8Huk24GothaerVHVOutofallrespondents,

60%

were

aware

ofCosmosDirekt.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

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

ofCosmosDirekt

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCosmosDirektRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AllianzHuk-CoburgHuk24Ergo43%39%27%24%21%20%19%19%17%16%17%234Outofconsumers

who

knew

thebrand,

17%

saidtheyliked

CosmosDirekt.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.5AXA6DEVK7Verti8R+V83%9CosmosDirektVHVPopularityN/A1014

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=745,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CosmosDirekt

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofCosmosDirekt5%Rank#

BrandUsage

%26%20%13%12%10%10%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.1AllianzHuk-CoburgHuk24Verti23Outofconsumers

who

knew

thebrand,

5%

saidtheyowned

CosmosDirekt.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.45Ergo6AXA7DEVKLVM88%9VHV7%95%UsageN/A10R+V6%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=745,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

CosmosDirekt

is

eighth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCosmosDirekt’s

consumersRank#

BrandLoyalty

%84%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.1Allianz2Huk-CoburgLVM82%28%376%4R+V75%5Huk2475%6VHV73%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7DEVK72%72%8CosmosDirektGothaerWürttembergische72%972%Outofrespondents

whohaveowned

CosmosDirekt,72%

saidthey

would

purchasethebrandagain.LoyaltyN/A1072%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=36,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CosmosDirekt

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCosmosDirektRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AllianzHuk-CoburgErgo18%232%330%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutCosmosDirekt

inthemedia.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.4AXA21%5DEVK19%6CosmosDirektR+V18%717%8GeneraliDebekaVHV16%82%913%BuzzN/A1011%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=745,

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

andunlocknewgrowthopportunities.•

Iden