Brand KPIs for gaming hardware peripherals Alienware in Brazil-外文版培训课件（2025.9）

CONSUMER&

BRANDBrandKPIs

for

gaming

hardware

&peripherals:

Alienware

in

BrazilConsumer

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.

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

Alienware’s

performance

inthegaminghardware

&peripheral

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202477%

of

Alienware

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Alienware’s

brandingresonates

more

with

Millennials

•Alienware

ranksninthinawareness

within

the

gaminghardware

&peripheral

market•Alienware

generally

appealstomen

more

thanwomen•Thepopularity

ratingof

Alienware

is38%•Alienware

ranksoutside

the

Top

10

inusage•Interms

of

loyalty,Alienware

is

ninth

inBrazil•Alienware

hasascore

of25%

formedia

buzz•Among

Alienware

enthusiasts,41%

fallunderthehigh-income

category•Consumers

want

theirgaminghardware

&peripheralbrandstohaveauthenticity,reliability,

and

honesty

/trustworthiness3Sources:

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

Alienware

at

77%Brand

profile:

snapshotBrand

performance

of

AlienwareinBrazil77%45%38%25%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Gaming

hardware

&peripherals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=556,

respondents

who

know

the

individual

brand

(popularity),

n=556,respondents

who

know

the

individual

brand

(usage),

n=115,

respondents

who

have

used

the

individual

brand

(loyalty),

n=556,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Alienware’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAlienware

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatAlienware

islikedby1%of

Baby

boomers

and16%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

23%,

respectively.41%34%

34%23%ForMillennials

andGen

Z,

50%

and

34%

feel

positivelytowards

Alienware,

versus

41%

and34%.

So

currently,forAlienware,

Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.16%3%1%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogaming

hardware

&peripherals,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=214,

Alienware

enthusiast,

n=953,

gaming

hardware&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Alienware

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Alienware

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Alienware

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.34%66%49%51%66%

ofmen

likeAlienware

compared

to34%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

usegaminghardware

&peripherals

compared

to49%

ofwomen.88%89%9%

of

Alienware

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

gaming

hardware&peripherals,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=214,

Alienware

enthusiast,

n=953,

gaming

hardware&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Alienware

enthusiasts,

41%

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.8%7%Single34%33%33%11%12%41%CoupleSingleparentNuclear41%

ofAlienware

enthusiastsare

fromhigh-income

households.Alienware’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

47%

of

Alienwareenthusiastshavethiscurrent

livingsituation.2%9%47%39%32%Multi-generational7%8%23%23%ExtendedOther26%1%2%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

gaming

hardware

&peripherals,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=214,

Alienware

enthusiast,n=953,

gaming

hardware&

peripheralusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

gaming

hardware

&

peripheral

brands

to

haveauthenticity,

reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

gaminghardware

&peripheral

brandsForgaming

hardware

&peripherals,

thetopthree

qualitiesusers

wantfrom

abrandareauthenticity,reliability,

andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Alienware

users

alsoappreciate

thesekey

attributes,indicating

Alienwareexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAlienware

enthusiastsareleast

focused

on

arehighvalueandinclusiveness.ReliabilityExclusivityAlienware

should

work

on

promotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

togaming

hardware&peripherals,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=115,

Alienware

users’,n=214,

Alienware

enthusiast,

n=953,

gaming

hardware

&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Alienware

fans,

63%

state

that

they

get

excited

about

gaming

hardware&

peripheralsBrand

profile:

attitudesWhat

doconsumersthink

ofgaminghardware

&peripheralsingeneral?63%58%58%55%44%43%41%37%32%30%29%27%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

gaminghardware

topicsrelating

to&peripherals

gaminghardware&peripheralsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

gaming

hardware&peripherals

do

youagreewith?”;

Multi

Pick;“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=214,Alienware

enthusiast,

n=953,

gaming

hardware&peripheral

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1177%

of

Alienware

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

gaming

hardware

&peripherals,

theaverage

awareness

of

abrandinBrazil

is52%.Awareness

ofAlienware,

however,

isat45%.Awareness38%

ofBrazilian

gaminghardware

&peripheral

userssaythey

likeAlienware,

compared

toanindustryaverage

brand

popularity

of35%.21%

ofindustryusers

inBrazil

saythey

useAlienware,with

the

average

usageofabrandat22%.BuzzPopularity77%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Alienware

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

24%.Sooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Gaming

hardware

&peripherals

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=556,

respondents

who

know

the

individual

brand

(popularity),

n=556,respondents

who

know

the

individual

brand

(usage),

n=115,

respondents

who

have

used

the

individual

brand

(loyalty),

n=556,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Alienware

ranks

ninth

in

awareness

within

the

gaming

hardware

&

peripheralmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAlienwareRank#

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.1Apple94%84%67%55%54%54%49%48%45%44%2MultilaserGIGABYTERazer3445%5LogitechRedragonHyperXUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.55%67AsusROG

(Republic

ofGamers)8Outofallrespondents,

45%

were

aware

of

Alienware.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.9AlienwareDazzAwarenessN/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

of

Alienware

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAlienwareRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Apple58%48%43%42%41%39%38%37%37%33%AsusROG

(Republic

ofGamers)23GIGABYTERazer38%4Outofconsumers

who

knew

thebrand,

38%

saidtheyliked

Alienware.

Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.5RedragonLogitechAlienwareMultilaserHyperX662%789PopularityN/A10Corsair14

Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=556,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Alienware

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAlienwareRank#

BrandUsage

%36%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

gaminghardware

&peripherals,

which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1Apple21%2GIGABYTEMultilaser29%327%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Alienware.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.AsusROG

(Republic

ofGamers)426%5LogitechRazer26%625%7RedragonCorsair24%822%79%9HyperX22%UsageN/A10Cooler

Master21%15

Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=556,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Alienware

is

ninth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAlienware’sconsumersRank#

BrandLoyalty

%90%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.1Apple23%2LogitechRedragonRazer82%381%480%AsusROG

(Republic

ofGamers)580%6Corsair80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

gaming

hardware&peripherals,

which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7GIGABYTEHyperX79%77%879%9AlienwareXT

Racer77%Outofrespondents

whohaveused

Alienware,

77%saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

gaming

hardware

&peripherals,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=115,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Alienware

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAlienwareRank#

BrandBuzz%53%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Apple2Multilaser29%25%AsusROG

(Republic

ofGamers)329%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutAlienware

inthemedia.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.4GIGABYTERazer28%526%6AlienwareRedragonLogitechHyperX25%725%75%824%923%BuzzN/A10Corsair20%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=556,

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-drivendecisio