CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

Universidad

Abierta

y

aDistancia

Mexico

in

MexicoConsumer

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

Universidad

AbiertayaDistanciaMexico’s

performance

inthe

onlineeducation

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202478%

of

Universidad

Abierta

y

a

Distancia

Mexico

users

display

loyalty

towardsthe

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Universidad

Abierta

yaDistancia

Mexico’s

brandingresonates

more

with

Millennials?Universidad

Abierta

yaDistancia

Mexico

ranksninthinawareness

withintheonlineeducation

servicemarket?Universidad

Abierta

yaDistancia

Mexico

generallyappealsto

women

more

thanmen?Thepopularity

ratingof

Universidad

Abierta

yaDistanciaMexico

is

45%?Among

Universidad

Abierta

yaDistanciaMexicoenthusiasts,41%

fallunderthehigh-income

category?Universidad

Abierta

yaDistancia

Mexico

rankseighthinusage?Consumers

want

theironlineeducation

servicebrandstohavecleverness,

honesty

/trustworthiness,andreliability?Interms

of

loyalty,Universidad

Abiertay

aDistanciaMexico

isfourth

inMexico?Universidad

Abierta

yaDistancia

Mexico

hasascoreof

23%

for

media

buzz3Sources:

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

Universidad

Abierta

y

a

Distancia

Mexico

at78%Brand

profile:

snapshotBrand

performance

of

UniversidadAbiertayaDistancia

MexicoinMexico78%45%41%23%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=514,

respondents

who

know

the

individual

brand

(popularity),

n=514,respondents

who

know

the

individual

brand

(usage),

n=87,

respondents

who

have

used

the

individual

brand

(loyalty),

n=514,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Universidad

Abierta

y

a

Distancia

Mexico’s

branding

resonates

more

withMillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUniversidad

Abiertay

aDistanciaMexico

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatUniversidad

Abierta

yaDistanciaMexico

is

liked

by4%

ofBaby

boomers

and24%

ofGen

Xers,whereas

the

total

shareof

industryusers

is3%

and21%,

respectively.40%37%24%21%21%ForMillennials

andGen

Z,

51%

and

21%

feel

positivelytowards

Universidad

Abiertay

aDistanciaMexico,versus

40%

and

37%.

Socurrently,

forUniversidadAbierta

yaDistanciaMexico,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

education

services,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=229,

Universidad

Abierta

y

aDistancia

Mexico

enthusiast,

n=1,003,

onlineeducation

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Universidad

Abierta

y

a

Distancia

Mexico

generally

appeals

to

women

more

thanmenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Universidad

Abiertay

aDistanciaMexico

shows

thatwomen

aremore

likely

tohaveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Universidad

Abierta

yaDistanciaMexico

hasalower

proportionof

LGBTQIA+consumers

when5%7%51%49%55%55%

ofwomen

likeUniversidad

AbiertayaDistanciaMexico

compared

to

45%

ofmen,whereas

fortheoverall

industry,51%

ofwomen

useonlineeducationservices

compared

to49%

of

men.93%91%compared

to

theindustryusers

ingeneral.45%5%

of

Universidad

Abierta

yaDistanciaMexico

enthusiastsconsider

themselvestobepartof

the

LGBTQIA+

communitycompared

to

7%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

online

education

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=229,Universidad

Abierta

y

aDistancia

Mexico

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Universidad

Abierta

y

a

Distancia

Mexico

enthusiasts,

41%

fall

under

thehigh-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.3%5%Single35%31%34%41%10%11%CoupleSingleparentNuclear41%

ofUniversidad

Abierta

yaDistanciaMexico

enthusiastsare

fromhigh-income

households.Universidad

Abiertay

aDistanciaMexico’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

UniversidadAbierta

yaDistanciaMexico

enthusiastshavethiscurrent

livingsituation.11%8%43%37%39%Multi-generational13%9%17%26%ExtendedOther21%1%4%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

online

education

services,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=229,

Universidad

Abierta

yaDistancia

Mexico

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

education

service

brands

to

have

cleverness,honesty

/

trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

onlineeducation

servicebrandsForonline

education

services,

thetopthree

qualitiesusers

want

from

abrandarecleverness,

honesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness,

andreliability.60%40%20%0%Universidad

Abiertay

aDistanciaMexicousers

alsoappreciate

thesekeyattributes,indicating

Universidad

AbiertayaDistancia

Mexico

exudesthesequalities.SocialresponsibilityCoolnessReliabilityExclusivityThequalitiesthatUniversidad

Abierta

yaDistanciaMexico

enthusiastsareleastfocused

onare

boldnessandthrill/excitement.InnovationInclusivenessFriendlinessHighvalueUniversidad

Abiertay

aDistanciaMexicoshouldwork

on

promoting

thrill/excitement

toconvert

enthusiastsintoowners.Honesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

online

education

services,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toonline

education

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

online

education

services,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=87,

Universidad

Abierta

y

aDistancia

Mexico

users’,n=229,

Universidad

Abierta

ya

DistanciaMexico

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Universidad

Abierta

y

a

Distancia

Mexico

fans,

42%

state

that

they

getexcited

about

online

education

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?48%42%40%39%34%33%32%31%29%27%11%

11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

onlineeducation

topicsrelating

toservicesonlineeducationservicesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

online

education

servicesdo

youagreewith?”;

Multi

Pick;“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=229,

UniversidadAbierta

ya

Distancia

Mexicoenthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1178%

of

Universidad

Abierta

y

a

Distancia

Mexico

users

display

loyalty

towardsthe

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinMexico

is

52%.Awareness

ofUniversidad

Abiertay

aDistanciaMexico,

however,

isat41%.Awareness45%

ofMexican

online

education

service

users

saythey

likeUniversidad

AbiertayaDistancia

Mexico,compared

to

anindustryaverage

brandpopularity

of38%.BuzzPopularity17%

ofindustryusers

inMexico

saythey

useUniversidad

Abiertay

aDistanciaMexico,

with

theaverage

usageofabrandat22%.78%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.Universidad

Abiertay

aDistanciaMexico

hasbeennoticed

less

inthe

media

compared

tootherbrands,with

a“Buzz”score

of

23%

compared

to31%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Online

education

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=514,

respondents

who

know

the

individual

brand

(popularity),

n=514,respondents

who

know

the

individual

brand

(usage),

n=87,

respondents

who

have

used

the

individual

brand

(loyalty),

n=514,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Universidad

Abierta

y

a

Distancia

Mexico

ranks

ninth

in

awareness

within

theonline

education

service

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUniversidadAbiertayaDistanciaMexicoRank#

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.123456OpenEnglish88%87%79%78%64%55%Tecnólogico

deMonterreyIPN(Instituto

PolitécnicoNacional)41%DuolingoLinkedInLearningUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.Universidad

deGuadalajara59%UTEL(UniversidadTecnológicaLationamericana)753%Outofallrespondents,

41%

were

aware

ofUniversidad

Abiertay

aDistanciaMexico.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.8AnáhuacOnline50%41%36%Universidad

AbiertayaDistancia

Mexico9AwarenessN/A10Udemy13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Universidad

Abierta

y

a

Distancia

Mexico

is

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUniversidadAbiertayaDistanciaMexicoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Duolingo72%48%45%45%44%42%37%36%35%33%2OpenEnglishIPN(Instituto

PolitécnicoNacional)3Universidad

AbiertayaDistancia

Mexico445%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

Universidad

AbiertayaDistancia

Mexico.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.5Tecnólogico

deMonterreyCoursera55%67Udemy8KhanAcademy9LinkedInLearningUniversidad

deGuadalajaraPopularityN/A1014

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=514,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Universidad

Abierta

y

a

Distancia

Mexico

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofUniversidadAbiertayaDistancia

MexicoRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1Duolingo17%2Coursera33%3OpenEnglishKhanAcademyUdemy28%Outofconsumers

who

knew

thebrand,

17%

saidtheyused

Universidad

Abierta

yaDistancia

Mexico.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.427%527%6DomestikaLinkedInLearning24%724%Universidad

AbiertayaDistancia

Mexico817%83%9edX17%IPN(Instituto

PolitécnicoNacional)UsageN/A1015%15

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=514,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Universidad

Abierta

y

a

Distancia

Mexico

is

fourth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUniversidadAbierta

yaDistanciaMexico’sconsumersRank#

BrandLoyalty

%91%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.1234567Duolingo22%Tecnólogico

deMonterreyUniversidad

deGuadalajara81%80%Universidad

AbiertayaDistancia

Mexico78%OpenEnglishDomestikaUdemy77%75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

educationservices,

which

ofthefollowing

brandsare

youlikelytouseagain

inthefuture?”.75%UTEL(UniversidadTecnológicaLationamericana)78%874%9edX73%73%Outofrespondents

whohaveused

UniversidadAbierta

yaDistanciaMexico,

78%

saidthey

would

usethe

brandagain.LoyaltyN/A10Coursera16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=87,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Universidad

Abierta

y

a

Distancia

Mexico

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUniversidadAbierta

yaDistancia

MexicoRank#

BrandBuzz%64%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1234567Duolingo23%OpenEnglishDomestika61%36%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutUniversidad

Abierta

yaDistanciaMexico

inthe

media.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.Tecnólogico

deMonterreyLinkedInLearningCoursera36%32%31%IPN(Instituto

PolitécnicoNacional)29%UTEL(UniversidadTecnológicaLationamericana)77%828%9KhanAcademy25%25%BuzzN/A10Udemy17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=514,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,