Brand KPIs for car insurance：Auto-Owners Insurance in the United States-英文培训课件2025.5

CONSUMER&

BRANDBrandKPIs

for

car

insurance:

Auto-Owners

Insurance

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

Auto-Owners

Insurance’sperformance

inthe

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,

asofNovember202459%

of

Auto-Owners

Insurance

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Auto-Owners

Insurance’s

brandingresonates

more•Auto-Owners

InsuranceranksoutsidetheTop10

inwith

Millennialsawareness

withinthecarinsurancemarket•Auto-Owners

Insurancegenerally

appealsto

men•Thepopularity

ratingof

Auto-Owners

Insuranceismore

than

women18%•Among

Auto-Owners

Insuranceenthusiasts,43%

fall•Auto-Owners

Insuranceranksfifth

inownershipunderthe

high-income

category•Interms

of

loyalty,Auto-Owners

Insuranceisoutside•Consumers

want

theircarinsurancebrandsto

havethe

Top

10

inthe

UnitedStateshonesty

/trustworthiness,

reliability,

and

highvalue•Auto-Owners

Insurancehasascore

of

18%

formediabuzz3Sources:

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

Auto-Owners

Insurance

at

59%Brand

profile:

snapshotBrand

performance

of

Auto-Owners

Insurance

intheUnited

States59%24%18%18%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=296,

respondents

who

know

the

individual

brand(popularity),

n=296,

respondentswho

know

the

individual

brand

(ownership),

n=44,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=296,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Auto-Owners

Insurance’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAuto-Owners

Insurancebygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatAuto-Owners

Insurance

isliked

by4%

of

Babyboomers

and

31%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is9%

and30%,

respectively.31%30%26%25%ForMillennials

andGen

Z,

39%

and

26%

feel

positivelytowards

Auto-Owners

Insurance,versus

36%

and

25%.Socurrently,

forAuto-Owners

Insurance,Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.9%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=54,

Auto-Owners

Insurance

enthusiast,

n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Auto-Owners

Insurance

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Auto-Owners

Insuranceshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Auto-Owners

Insurancehasasimilar

proportion

of

LGBTQIA+31%69%50%50%69%

ofmen

likeAuto-Owners

Insurancecompared

to

31%

of

women,

whereasfortheoverall

industry,50%

of

womenown

carinsurancecompared

to50%

ofmen.85%consumers

when

compared

totheindustryusers

ingeneral.9%

of

Auto-Owners

Insuranceenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

10%

among

industryusersoverall.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=54,

Auto-OwnersInsurance

enthusiast,

n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Auto-Owners

Insurance

enthusiasts,

43%

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.13%Single23%40%17%16%43%CoupleSingleparentNuclear43%

ofAuto-Owners

Insuranceenthusiastsare

from

high-incomehouseholds.Auto-Owners

Insurance’sbrandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,33%

ofAuto-Owners

Insuranceenthusiastshavethiscurrent

livingsituation.9%11%33%35%26%21%34%Multi-generational4%5%15%17%ExtendedOther23%9%7%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=54,

Auto-Owners

Insurance

enthusiast,

n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

honesty

/trustworthiness,

reliability,

and

highvalue.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Auto-Owners

Insuranceowners

alsoappreciate

these

key

attributes,indicating

Auto-Owners

Insuranceexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAuto-OwnersInsuranceenthusiastsareleast

focusedon

arethrill/excitement

andinnovation.ReliabilityExclusivityInnovationInclusivenessFriendlinessAuto-Owners

Insuranceshouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=44,

Auto-Owners

Insurance

owners’,n=54,

Auto-Owners

Insurance

enthusiast,

n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Auto-Owners

Insurance

fans,

31%

state

that

they

get

excited

about

carinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?43%43%38%37%31%26%26%26%24%22%13%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=54,

Auto-Owners

Insurance

enthusiast,

n=963,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.1159%

of

Auto-Owners

Insurance

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinthe

United

Statesis63%.Awareness

ofAuto-Owners

Insurance,however,

is

at24%.Awareness18%

ofU.S.

carinsuranceowners

say

theylike

Auto-Owners

Insurance,compared

to

anindustryaveragebrandpopularityof

23%.BuzzPopularity15%

ofindustryowners

inthe

United

Statessay

theyown

Auto-Owners

Insurance,

withtheaverageownership

of

abrand

at10%.59%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.Auto-Owners

Insurancehasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

18%

compared

to25%.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=1,249,

all

respondents

(awareness),n=296,

respondents

who

know

the

individual

brand(popularity),

n=296,

respondentswho

know

the

individual

brand

(ownership),

n=44,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=296,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Auto-Owners

Insurance

ranks

outside

the

Top

10

in

awareness

within

the

carinsurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAuto-Owners

InsuranceRank#

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.1Allstate89%89%88%87%85%81%79%76%69%66%24%2StateFarmProgressiveGeico345Liberty

MutualAAA

AutoInsuranceNationwideFarmersUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6776%8Outofallrespondents,

24%

were

aware

of

Auto-Owners

Insurance.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.9TheGeneralUSAAAwarenessN/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

Auto-Owners

Insurance

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAuto-Owners

InsuranceRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Geico40%40%37%37%28%24%23%20%19%19%18%2StateFarmAllstate34ProgressiveAAA

AutoInsuranceLiberty

MutualFarmersOutofconsumers

who

knew

thebrand,

18%

saidtheyliked

Auto-Owners

Insurance.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.5678NationwideTheGeneralUSAA82%9PopularityN/A1014

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=296,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Auto-Owners

Insurance

ranksfifth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofAuto-Owners

InsuranceRank#

BrandUsage

%19%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.1StateFarmAllstate15%217%3Geico17%Outofconsumers

who

knew

thebrand,

15%

saidtheyowned

Auto-Owners

Insurance.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.4ProgressiveAuto-OwnersInsuranceAAA

AutoInsuranceChubb17%515%611%711%8Liberty

MutualSafeAuto10%85%99%UsageN/A10Farmers8%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=296,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Auto-Owners

Insurance

is

outside

the

Top

10

in

the

UnitedStatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAuto-Owners

Insurance’sconsumersRank#

BrandLoyalty

%87%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.1StateFarmUSAA283%3AAA

AutoInsuranceAllstate83%41%482%5ProgressiveTravelers81%679%59%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7TheGeneralSafeAuto76%876%9Geico75%Outofrespondents

whohaveowned

Auto-OwnersInsurance,59%

saidthey

would

purchase

the

brandagain.LoyaltyN/A10Liberty

Mutual73%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=44,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Auto-Owners

Insurance

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAuto-Owners

InsuranceRank#

BrandBuzz%44%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Geico18%2Allstate42%3Liberty

MutualStateFarm40%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutAuto-Owners

Insuranceinthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.440%5Progressive38%6TheGeneralNationwide30%728%8Farmers27%82%9American

Family

InsuranceAAA

AutoInsurance22%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=296,

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

co