机构研究报告-德国家庭保险用户分析报告：sv sparkassenversicherung -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:

SVSparkassenVersicherungcustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSVSparkassenVersicherung

customers

inGermany:

who

they

are;

what

theylike;

whattheythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

SVSparkassenVersicherung

customers

inGermany

(’’brand

users’’)

againstGerman

homeinsuranceholders

ingeneral

(’’category

users’’),

andtheoverall

German

consumer,

labelled

as

’’allrespondents’’

inthecharts.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

insightsWith

a

user

share

of

6%,

SVSparkassenVersicherung

is

one

of

the

top

5

homeinsurance

brandsin

GermanyManagement

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

SVSparkassenVersicherung

has

stayed

fairly

similarcompared

to

2021

Q2Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingSVSparkassenVersicherung6%6%6%6%6%6%6%6%6%5%5%5%5%5%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=39

-

110

SVSparkassenVersicherung

customers,n=774

-

1848

home

insurance

holdersConsumer

Insights

Global

as

of

October

2024Sources:SV

SparkassenVersicherung

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSVSparkassenVersicherung

ismoreAhappy

relationship

ismore

importantpopularamong

Generation

X

thanother

toSV

SparkassenVersicherung25%

ofSVSparkassenVersicherungcustomers

statethattheycould

benefitifthey

took

advicefrom

aninsuranceexpert.60%

ofSVSparkassenVersicherungconsumers

are

activeonYouTube.home

insurancebrands.customers

than

toother

homeinsuranceholders.SVSparkassenVersicherung

customersremember

seeing

adsinnewslettersless

often

thanother

home

insuranceholders.SVSparkassenVersicherung

ismorepopularamong

female

home

insurance

Movies,

TVshows

andmusicare44%

ofSVSparkassenVersicherungcustomers

are

laggardswhen

itcomestoinnovationadoption.holders

thanmale

home

insuranceholders.relatively

prevalent

interests

ofSVSparkassenVersicherung

customers.SVSparkassenVersicherung

hasalarger

SVSparkassenVersicherung

customersRising

prices,

inflation&cost

of

livingandimmigration

areissues

ofparticularconcern

toSVSparkassenVersicherungcustomers.shareof

customers

with

alow

incomethan

other

home

insurancebrands.aremore

likely

to

havesocializing

asahobbythan

other

home

insuranceholders.SVSparkassenVersicherung

customersaremore

likely

to

live

insmall

townsthanhome

insurance

holders

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+SV

SparkassenVersicherung

is

more

popular

among

Generation

X

than

otherhome

insurance

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users15%16%21%49%15%13%12%Category

usersAllrespondents33%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=110

SVSparkassenVersicherung

customers,n=1,839

homeinsurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:SV

SparkassenVersicherung

is

more

popular

among

female

home

insuranceholders

than

male

home

insurance

holdersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users43%57%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=110

SVSparkassenVersicherung

customers,n=1,839

homeinsurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:36%

of

SV

SparkassenVersicherung

customers

have

a

technical

or

vocationaleducationDemographic

profile:

educationConsumer’s

level

of

educationinGermany36%30%30%25%23%19%17%17%17%15%14%13%12%10%10%3%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=110

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SV

SparkassenVersicherung

has

a

larger

share

of

customers

with

a

low

incomethan

other

home

insurance

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users42%31%26%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=110

SVSparkassenVersicherung

customers,n=1,839

home

insuranceholders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

home

insurance

holders,

SV

SparkassenVersicherungcustomers

are

relatively

likely

to

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live35%34%34%28%25%24%24%20%14%9%7%7%7%6%5%5%4%2%

2%

2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=110

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SV

SparkassenVersicherung

customers

are

more

likely

to

live

in

small

townsthan

home

insurance

holders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany33%30%24%24%23%23%23%22%22%20%17%15%13%11%0%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=110

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20245%

of

SV

SparkassenVersicherung

customers

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users5%89%88%84%6%6%Category

usersAllrespondents6%7%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=110

SVSparkassenVersicherung

customers,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•

SportsfollowedA

happy

relationship

is

more

important

to

SV

SparkassenVersicherungcustomers

than

to

other

home

insurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany68%59%53%48%42%43%41%44%42%34%39%35%25%36%32%30%29%25%21%17%20%16%21%21%13%12%11%10%7%5%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsSocial

justiceHavingagood

timeLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

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=110

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Movies,

TV

shows

and

music

are

relativelyprevalent

interests

of

SVSparkassenVersicherung

customersConsumer

lifestyle:

main

interestsTop10

interestsofSV

SparkassenVersicherung

customers

inGermany63%51%50%49%49%48%48%47%

47%45%45%43%43%40%39%36%31%35%32%29%28%34%34%34%32%29%30%29%26%26%Movies,TVshows&musicFood

&diningHome

&gardenTravelHealth

&fitnessPolitics&societyandcurrentworld

eventsHistoryFinance&economyCareer

&educationScience

&technologyBrand

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=110

SVSparkassenVersicherungcustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SV

SparkassenVersicherung

customers

are

more

likely

to

have

socializing

as

ahobby

than

other

home

insurance

holdersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSV

SparkassenVersicherung

customersinGermany53%51%47%46%45%42%46%

46%38%45%45%45%40%38%43%42%40%37%36%35%34%34%

34%33%33%33%31%23%29%28%SocializingGardeningandplantsCooking/bakingOutdooractivitiesReadingPetsTravelingDIYandarts&craftsDoing

sportsandfitnessShoppingBrand

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=110

SVSparkassenVersicherungcustomers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

SV

SparkassenVersicherung

customers

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSV

SparkassenVersicherung

customers

inGermany29%25%25%24%19%25%21%20%19%18%17%15%15%15%13%13%10%12%11%10%10%10%9%8%8%6%6%5%5%4%HikingRunning/joggingFitness,aerobics,

cardioCyclingSwimming/DivingYoga

/pilatesDancingSoccerBadmintonTennisBrand

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=65

SVSparkassenVersicherung

customers,n=1839

home

insurance

holders,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024SV

SparkassenVersicherung

customers

follow

similar

sports

leagues,

teams,

andcompetitions

as

customers

of

other

home

insurance

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

bySVSparkassenVersicherung

customers

inGermany27%26%23%10%10%9%9%9%9%8%8%8%8%7%7%7%7%7%6%6%6%6%6%5%5%5%5%4%4%4%SoccerWinter

sportsAthletics(track&field)HandballTennisBoxingIceHockeySwimming/divingBasketballMotorsportsBrand

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=31

SVSparkassenVersicherung

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•

Politics2125%

of

SV

SparkassenVersicherung

customers

state

that

they

could

benefit

ifthey

took

advicefrom

an

insurance

expertConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

inGermany49%

49%39%29%27%25%24%25%19%13%13%

13%12%11%9%I’mwell

informedaboutmy

personalinsurancepoliciesIcould

benefit

ifItookIcould

imagineIcould

imagineI’mworried

thatImightadvicebyaninsurance

managingmy

insurance

consultingaalgorithm-

nothavetherightkindsexpert

(e.g.,onpremiums,

coverage)exclusively

onlinebased

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=110

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=5,986

all

respondentsConsumer

Insights

Global

as

of

October

202444%

of

SV

SparkassenVersicherung

customers

are

laggards

when

it

comes

toinnovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany44%37%37%35%36%35%17%15%12%10%9%8%3%Innovators2%1%Early

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=110SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Rising

prices,

inflation

&

cost

of

living

and

immigration

are

issues

of

particularconcern

to

SV

SparkassenVersicherung

customersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

SVSparkassenVersicherung

customers64%58%52%50%47%45%45%44%39%37%

37%39%36%41%38%38%38%38%29%32%37%36%

33%31%36%32%28%34%33%33%Rising

prices/inflation/cost

of

livingImmigrationHealth

andsocial

securityEconomicsituationHousingEnvironmentCrimeClimatechangeEducationPovertyBrand

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=110

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202443%

of

SV

SparkassenVersicherung

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users15%43%17%25%Category

usersAllrespondents18%44%41%23%15%19%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=110

SVSparkassenVersicherung

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

touchpoints60%

of

SV

SparkassenVersicherung

consumers

are

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand64%60%58%57%63%57%53%58%57%40%37%30%25%24%22%18%

19%11%17%15%

15%9%12%9%9%9%7%7%6%5%YouTubeFacebook

InstagramTikTokSnapchatLinkedInRedditX(Twitter)BeReal.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=87

SVSparkassenVersicherung

customers,n=1395

home

insurance

holders,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024SV

SparkassenVersicherung

customers

tend

to

read

dailynewspapers

less

oftenthan

home

insurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks88%83%77%75%69%66%72%67%64%49%46%

47%46%47%44%34%43%41%38%35%33%33%31%

30%31%28%27%27%26%23%22%17%17%TVDigitalvideocontentRadioOnlinenewswebsitesMagazinesDigitalmusiccontentDailynewspapersMovies

/cinemaPodcastsOnlinemagazinesWeeklynewspapersBrand

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=97

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SV

SparkassenVersicherung

customers

remember

seeing

ads

in

newslettersless

often

than

other

home

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSV

SparkassenVersicherung

customers

inGermany

havecome

across

digitaladvertisinginthepast4weeks52%51%50%45%44%43%42%41%40%38%38%37%35%30%33%29%26%25%24%24%24%23%20%21%17%22%18%18%17%16%Search

engines

OnlinestoresVideo

portals

Video

streaming

Social

mediaservicesWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsVideo

gamesNewslettersBrand

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=110

SVSparkassenVersicherung

customers,n=1,839

home

insurance

holders,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024SV

SparkassenVersicherung

customers

remember

ads

they

sawout-of-homemore

often

than

other

home

insurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks47%47%40%47%46%44%43%41%40%38%38%37%36%36%34%28%33%32%28%23%23%17%15%14%By

mailshot

/

OnadvertisingOnTVDirectly

inthestoreOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaadvertisingmailspaceson

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=110

S