机构研究报告-德国家庭保险用户分析报告：generali -外文培训课件

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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSHome

insurance:

Generalicustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGenerali

customers

inGermany:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Generali

customers

inGermany

(’’brandusers’’)

againstGerman

home

insurance

holders

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsGenerali

is

the

sixth

most

used

home

insurance

brand

in

Germany

with

Allianzin

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

home

insurancebrandsinGermanyAllianz23%Huk-Coburg8%7%AXASVSparkassenVersicherung6%6%5%5%4%4%4%ErgoGeneraliR+VDebekaDEVKProvinzial4Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=1,839

home

insurance

holdersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Generali

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingGenerali6%5%5%5%5%5%5%5%5%5%4%4%4%4%4%2021

Q1

2021

Q2

2021

Q3

2021

Q4

2022

Q1

2022

Q2

2022

Q3

2022

Q4

2023

Q1

2023

Q2

2023

Q3

2023

Q4

2024

Q1

2024

Q2

2024

Q35Notes:Sources:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=38

-

101

Generalicustomers,n=682

-

1848

home

insurance

holdersConsumer

Insights

Global

as

of

October

2024Generali

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGenerali

ismore

popularamong

BabyBoomers

thanother

home

insurancebrands.Havingagood

timeisless

important

toGenerali

customers

than

to

other

homeinsuranceholders.Itstands

out

that57%

ofGeneralicustomers

are

well

informed

abouttheir

on

YouTube.personal

insurancepolicies.58%

ofGenerali

consumers

are

activeGenerali

customers

remember

seeingGenerali

ismore

popularamong

malehome

insuranceholders

thanfemalehome

insuranceholders.History

isarelatively

prevalent

interestof

Generali

customers.50%

ofGenerali

customers

are

laggardswhen

itcomes

toinnovation

adoption.adson

websites

and

appsof

brandsandproducts

lessoften

thanotherhomeinsuranceholders.DIYandarts&craftsare

relativelypopularhobbiesamong

Generalicustomers

with

alow

income

thanother

customers.home

insurancebrands.Arelatively

highshare

ofGeneralicustomers

thinkthatpoverty

isanissuethatneeds

to

beaddressed.Generali

hasalarger

shareofGenerali

customers

aremore

likely

toliveinrural

communities

thanhomeinsuranceholders

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Generali

is

more

popular

among

Baby

Boomers

than

other

home

insurancebrandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users11%34%31%24%Category

usersAllrespondents16%33%38%13%12%21%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Generali

is

more

popular

among

male

home

insurance

holders

than

femalehome

insurance

holdersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users58%42%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202445%

of

Generali

customers

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany45%30%30%25%20%19%17%17%17%14%13%11%10%10%10%2%

2%2%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Generali

has

a

larger

share

of

customers

with

a

low

income

than

other

homeinsurance

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users46%26%28%Category

usersAllrespondents49%30%22%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

home

insurance

holders,

Generali

customers

are

relativelylikely

to

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live39%34%34%28%27%24%24%17%14%9%7%7%7%

6%6%4%2%

2%Multi-generationalfamily2%

2%Other2%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morehouseholdrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

/dwelling

insurance(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Generali

customers

are

more

likely

to

live

in

ruralcommunities

than

homeinsurance

holders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany30%24%24%24%23%23%23%22%20%19%19%17%13%11%8%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=88

Generalicustomers,

n=1,839

homeinsurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20249%

of

Generali

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users9%88%3%Category

usersAllrespondents6%88%6%7%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

less

important

to

Generali

customers

than

to

other

homeinsurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany63%59%53%51%42%44%43%42%41%34%33%36%35%32%32%29%25%21%18%22%21%20%21%10%13%15%13%12%11%10%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsSocial

justiceHavingagood

timeLearningnew

thingsAdvancingmy

careerTobesuccessfulTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthe

following

providershave

you

taken

outyourhome

/dwelling

insurance

(buildings)?";Single

Pick;Base:n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024History

is

a

relatively

prevalent

interest

of

Generali

customersConsumer

lifestyle:

main

interestsTop10

interestsofGenerali

customers

inGermany56%51%50%49%49%48%48%47%45%45%45%40%44%43%42%40%39%36%35%26%34%34%34%

32%28%31%31%29%28%24%Movies,TVshows&musicFood

&diningHome

&gardenTravelPolitics&societyandcurrentworld

eventsHistoryHealth

&fitnessFinance&economyScience

&technologyVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=88

Generalicustomers,n=1,839

homeinsurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

Generali

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGenerali

customersinGermany47%46%46%45%45%45%42%40%40%40%40%40%38%39%38%38%

37%33%38%36%34%34%33%33%32%31%28%28%27%23%GardeningandplantsShoppingDIYandarts&craftsOutdooractivitiesCooking/bakingPetsSocializingReadingDoing

sportsandfitnessTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=88

Generalicustomers,n=1,839

homeinsurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Generali

customers

participate

in

similar

sports

and

activities

as

other

homeinsurance

holdersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGenerali

customers

inGermany25%24%21%19%20%19%

19%15%19%18%17%17%16%13%13%12%11%10%10%9%9%9%8%8%8%8%6%6%5%3%HikingSwimming/DivingFitness,aerobics,

cardioRunning/joggingCyclingDancingYoga

/pilatesBadmintonSoccerWintersportsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=44

Generalicustomers,n=1839

home

insurance

holders,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Generali

customers

follow

motorsports

races

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byGeneralicustomers

inGermany27%26%22%11%10%10%10%9%9%8%9%8%8%8%7%7%7%7%7%7%7%7%6%6%6%6%5%3%3%3%SoccerMotorsportsBasketballHandballAthletics(track&field)IceHockeyBoxingAmericanfootballTennisWinter

sportsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=23

Generalicustomers,n=1839

home

insurance

holders,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

insurance•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

57%

of

Generali

customers

are

well

informed

about

theirpersonal

insurance

policiesConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

inGermany57%49%39%30%

29%27%24%

24%19%15%13%14%13%

13%11%I’mwell

informedaboutmy

personalinsurancepoliciesIcould

imagineIcould

benefit

ifItookIcould

imagineI’mworried

thatImightmanagingmy

insurance

advicebyaninsurance

consultingaalgorithm-

nothavetherightkindsexclusively

onlineexpert

(e.g.,onpremiums,

coverage)based

digitalprogram(RoboAdvisor)

forof

insurancepoliciesadviceon

insuranceBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

homeinsurance

holders,

n=5,986

all

respondentsConsumer

Insights

Global

as

of

October

202450%

of

Generali

customers

are

laggards

whenit

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany50%37%37%36%35%30%17%15%12%10%9%9%2%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=88Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Generali

customers

think

that

poverty

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Generalicustomers60%53%52%50%49%47%47%47%44%33%38%40%

38%34%40%39%39%38%38%37%37%33%36%35%33%32%31%29%25%20%Rising

prices/inflation/cost

of

livingImmigrationCrimeEconomicsituationHealth

andsocial

securityEducationPovertyHousingClimatechangeDefense

&foreign

affairsBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

/dwelling

insurance(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Generali

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users11%44%27%17%Category

usersAllrespondents18%44%23%15%19%41%20%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

haveyoutaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints58%

of

Generali

consumers

are

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand64%58%63%58%54%58%57%

57%45%40%37%33%25%18%24%22%19%19%17%12%11%15%

15%7%

7%13%12%10%9%7%YouTubeFacebook

InstagramTikTokSnapchatTwitchLinkedInRedditX(Twitter)Brand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance(buildings)?";

Single

Pick;Base:

n=67

Generalicustomers,n=1395

home

insurance

holders,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Generali

customers

tend

to

listen

to

the

radio

more

often

than

the

averageconsumerMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks85%83%77%80%72%64%69%

69%66%49%

49%47%47%43%43%44%42%38%36%34%33%33%31%30%28%27%27%25%23%22%19%19%17%TVRadioDigitalvideo

Digitalmusic

OnlinenewsDailynewspapersMagazinesPodcastsMovies

/cinemaWeeklynewspapersOnlinemagazinescontentcontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=75

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Generali

customers

remember

seeing

ads

on

websites

and

apps

of

brands

andproducts

less

often

than

other

home

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGenerali

customers

inGermany

havecome

across

digitaladvertisinginthepast4weeks47%44%45%45%40%43%42%41%39%38%37%35%35%35%30%29%26%25%26%24%24%23%23%22%20%21%19%17%17%17%Search

engines

Video

portalsOnlinestoresSocial

media

Video

streaming

Video

gamesservicesNewslettersWebsitesandappsof

brandsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=88

Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Generali

customers

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

home

insurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks52%50%44%49%40%46%41%40%38%37%36%36%36%35%33%33%32%28%27%23%23%17%

17%14%OnTVBy

mailshot

/advertisingmailOntheradioOnadvertisingspacesDirectly

inthestoreInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=88Generalicustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer