机构研究报告-德国家庭保险用户分析报告：Huk-Coburg -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:

Huk-Coburgcustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHuk-Coburg

customers

inGermany:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Huk-Coburg

customers

inGermany(’’brandusers’’)

againstGerman

home

insuranceholders

ingeneral

(’’category

users’’),

and

theoverallGerman

consumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHuk-Coburg

is

the

second

most

used

home

insurance

brand

in

Germany

afterAllianz

and

has

a

usershare

of

8%Management

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

Huk-Coburg

has

stayed

fairlysimilar

compared

to

2021

Q2Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingHuk-Coburg8%8%8%7%7%7%7%7%6%6%6%6%6%6%2021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=36

-

148

Huk-Coburg

customers,

n=509

-

1848

home

insurance

holdersConsumer

Insights

Global

as

of

October

2024Sources:Huk-Coburg

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHuk-Coburg

is

more

popularamongGeneration

Xthanother

homeinsurancebrands.Havingagood

timeismore

importanttoHuk-Coburg

customers

than

tootherhome

insuranceholders.51%

ofHuk-Coburg

customers

statethatthey

arewell

informed

abouttheirpersonal

insurancepolicies.TikTok

ismore

popularamong

Huk-Coburg

customers

thanthe

averagehome

insuranceholder.Compared

tootherhome

insurancebrands,Huk-Coburg

hasarelativelyhighshareof

female

customers.Huk-Coburg

customers

aremore

likelytobeinterested

inhome

and

gardenthan

theaverage

consumer.39%

ofHuk-Coburg

customers

areintheearly

majority

of

innovation

adoptertypes.Huk-Coburg

customers

rememberseeing

adson

search

engines

less

oftenthan

other

home

insuranceholders.Huk-Coburg

hasasmaller

shareofcustomers

with

ahigh

incomecompared

to

other

home

insurancebrands.Sportsandfitnessare

relatively

popularArelatively

highshare

ofHuk-Coburghobbiesamong

Huk-Coburg

customers.

customers

thinkthatimmigration

isanissuethatneedstobeaddressed.Huk-Coburg

customers

aremore

likelytoliveincitiesandurbanareas

than

theaverage

consumer.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Huk-Coburg

ismore

popular

among

Generation

X

than

other

home

insurancebrandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users12%26%51%12%13%12%Category

usersAllrespondents16%33%38%21%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=145

Huk-Coburg

customers,n=1,839

home

insurance

holders,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Compared

to

other

home

insurance

brands,

Huk-Coburg

has

a

relatively

highshare

of

female

customersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users45%55%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=145

Huk-Coburg

customers,n=1,839

home

insurance

holders,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202427%

of

Huk-Coburg

customers

have

a

lower

secondary

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%30%28%27%25%19%17%17%17%14%14%13%13%12%10%6%2%2%1%1%

1%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=145

Huk-Coburgcustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

has

a

smaller

share

of

customers

with

a

high

income

compared

toother

home

insurance

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users43%34%23%22%Category

usersAllrespondents49%30%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=145

Huk-Coburg

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

the

average

consumer,

Huk-Coburg

customers

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live37%37%34%34%28%24%24%14%11%9%7%7%7%6%6%4%2%

2%Multi-2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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=145

Huk-Coburg

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

customers

are

more

likely

to

live

in

cities

and

urban

areas

than

theaverage

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany26%24%24%23%23%23%22%22%21%20%20%17%13%11%11%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=145

Huk-Coburg

customers,n=1,839

homeinsurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20245%

of

Huk-Coburg

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users5%6%7%90%88%84%6%6%Category

usersAllrespondents9%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=145

Huk-Coburgcustomers,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

more

important

to

Huk-Coburg

customers

than

to

otherhome

insurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany59%59%53%48%42%42%43%41%43%38%34%33%36%35%25%28%32%29%20%21%17%21%21%21%13%12%11%10%9%5%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsSocial

justice

TobesuccessfulLearningnew

thingsTraditionsAdvancingmy

careerBrand

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=145

Huk-Coburg

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

customers

are

more

likely

to

be

interested

in

home

and

gardenthan

the

average

consumerConsumer

lifestyle:

main

interestsTop10

interestsofHuk-Coburg

customersinGermany53%51%50%48%46%49%43%50%49%48%47%45%41%40%40%39%39%36%33%34%34%27%29%29%29%29%

28%24%26%24%TravelHome

&gardenFood

&diningMovies,TVshows&musicHealth

&fitnessSportsPolitics&societyandcurrentworld

eventsFamily

&parentingFashion&beautyVehicles

&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=145

Huk-Coburg

customers,n=1,839home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sports

and

fitness

are

relatively

popular

hobbies

among

Huk-Coburg

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHuk-Coburgcustomers

inGermany49%46%48%48%46%38%46%46%45%45%45%43%42%42%36%40%37%40%38%37%34%33%36%33%33%33%34%28%28%27%Cooking/bakingDoing

sportsandfitnessOutdooractivitiesGardeningandplantsSocializingTravelingReadingPetsTech

/computersShoppingBrand

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=145

Huk-Coburg

customers,n=1,839home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

customers

are

more

likely

to

go

hiking

than

the

average

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHuk-Coburg

customers

inGermany27%25%24%23%21%21%18%21%20%19%15%19%17%17%13%14%13%10%13%12%12%10%9%9%8%8%7%6%6%4%HikingRunning/joggingFitness,aerobics,

cardioSwimming/DivingCyclingSoccerYoga

/pilatesDancingTennisBasketballBrand

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=85

Huk-Coburgcustomers,n=1839

home

insurance

holders,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

customers

are

more

likely

to

follow

handball

than

other

homeinsurance

holdersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHuk-Coburgcustomers

inGermany30%27%26%13%12%11%10%10%10%9%9%9%9%8%8%8%8%8%8%8%8%7%7%7%7%7%7%6%6%5%SoccerHandballBasketballIceHockeyAthleticsMotorsportsBoxingCyclingTennisWinter

sports(track&field)Brand

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=58

Huk-Coburg

customers,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•

Politics2151%

of

Huk-Coburg

customers

state

that

they

are

well

informed

about

theirpersonal

insurance

policiesConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

inGermany51%49%39%29%27%27%24%23%19%13%

13%

13%13%11%11%I’mwell

informedaboutmy

personalinsurancepoliciesIcould

imagineIcould

benefit

ifItook

I’mworried

thatImightIcould

imaginemanagingmy

insurance

advicebyaninsurance

nothavetherightkinds

consultingaalgorithm-exclusively

onlineexpert

(e.g.,onof

insurancepoliciesbased

digitalprogram(RoboAdvisor)

forpremiums,

coverage)adviceon

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=145

Huk-Coburg

customers,n=1,839

homeinsurance

holders,

n=5,986

all

respondentsConsumer

Insights

Global

as

of

October

202439%

of

Huk-Coburg

customers

are

in

the

early

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%37%37%36%35%34%17%16%15%12%10%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=145Huk-Coburg

customers,

n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Huk-Coburg

customers

think

that

immigration

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Huk-Coburgcustomers53%52%50%47%44%44%43%39%37%42%38%37%39%36%38%38%33%

38%32%37%37%33%31%36%34%32%28%29%26%21%ImmigrationEconomicsituationCrimeRising

prices/inflation/cost

of

livingEducationClimatechangeHealth

andsocial

securityEnvironmentHousingGovernmentdebtBrand

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=145

Huk-Coburg

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202437%

of

Huk-Coburg

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users21%37%44%23%19%Category

usersAllrespondents18%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=145

Huk-Coburg

customers,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

touchpointsTikTok

is

more

popular

among

Huk-Coburg

customers

than

the

average

homeinsurance

holderMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand64%64%63%57%58%

58%50%57%56%37%41%40%25%25%18%18%22%19%17%15%

15%8%14%12%11%6%10%9%7%7%YouTube

Instagram

FacebookTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrand

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=101

Huk-Coburg

customers,n=1395

home

insurance

holders,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

customers

tend

to

listen

to

digital

music

content

less

often

thanhome

insurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%82%77%73%72%64%69%66%61%49%47%

47%47%46%46%43%33%44%34%39%38%33%31%30%29%28%27%27%24%

22%17%22%23%TVRadioDigitalvideo

Onlinenewscontent

websitesDailynewspapersMagazinesDigitalmusiccontentPodcastsMovies

/cinemaWeeklynewspapersOnlinemagazinesBrand

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=119

Huk-Coburg

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

customers

remember

seeing

ads

on

search

engines

less

often

thanother

home

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHuk-Coburgcustomers

inGermany

havecome

across

digitaladvertisinginthepast4weeks45%44%43%41%42%41%40%39%38%38%37%37%35%30%29%29%26%26%25%25%24%24%23%22%20%21%17%

17%21%17%Social

mediaVideo

portalsOnlinestores

Search

engines

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesNewslettersMusicportalsEditorialwebsitesandappsBrand

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=145

Huk-Coburg

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Huk-Coburg

customers

remember

ads

they

saw

out-of-home

less

often

thanother

home

insurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks48%46%46%44%41%40%40%38%37%37%32%37%36%36%36%33%30%30%28%23%23%17%14%12%OnTVBy

mailshot

/advertisingmailInprinteddailynewspapersOntheradioDirectly

inthestoreOnadvertisingspacesInprintedmagazinesandjournalsAtthemovies/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=145Huk-Coburg

customers,

n=1,839

home

insurance

holders,

n=35,917

all