CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

Udemy

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

Udemy’s

performance

intheonlineeducation

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202485%

of

Udemy

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Udemy’s

brandingresonates

more

withMillennials?Udemy

generally

appealsto

men

more

thanwomen?Udemy

rankssixthinawareness

withintheonlineeducation

service

market?Thepopularity

ratingof

Udemy

is

40%?Udemy

ranksfifth

inusage?Among

Udemy

enthusiasts,46%

fallunderthehigh-income

category?Consumers

want

theironlineeducation

servicebrandstohavereliability,

honesty

/trustworthiness,andauthenticity?Interms

of

loyalty,Udemy

issecond

inBrazil?Udemy

hasascore

of

27%

formedia

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

forUdemy

at

85%Brand

profile:

snapshotBrand

performance

of

UdemyinBrazil85%43%40%29%27%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=534,

respondents

who

know

the

individual

brand

(popularity),

n=534,respondents

who

know

the

individual

brand

(usage),

n=155,

respondents

who

have

used

the

individual

brand

(loyalty),

n=534,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Udemy’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUdemy

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatUdemy

islikedby3%

of

Babyboomers

and

22%

of

GenXers,

whereas

thetotalshareof

industryusers

is3%and26%,

respectively.33%

33%26%22%ForMillennials

andGen

Z,

42%

and

33%

feel

positivelytowards

Udemy,

versus

39%

and

33%.

Socurrently,

forUdemy,

Millennials

connect

most

withtheirbrandcompared

to

theoverall

industryuser.3%

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=212,

Udemy

enthusiast,

n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Udemy

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Udemy

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Udemy

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.46%54%54%

ofmen

likeUdemy

compared

to46%

ofwomen,

whereas

fortheoverallindustry,52%

of

women

useonlineeducation

services

compared

to48%

ofmen.52%48%90%86%11%

ofUdemy

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

online

education

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=212,Udemy

enthusiast,

n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Udemy

enthusiasts,

46%

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%8%Single33%31%11%14%46%CoupleSingleparentNuclear46%

ofUdemy

enthusiastsarefromhigh-income

households.Udemy’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

45%

of

Udemyenthusiastshavethiscurrent

livingsituation.5%10%45%37%36%Multi-generational5%8%36%24%21%ExtendedOther19%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

online

education

services,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=212,

Udemy

enthusiast,

n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

education

service

brands

to

have

reliability,honesty

/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

onlineeducation

servicebrandsForonline

education

services,

thetopthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Udemy

users

alsoappreciate

thesekeyattributes,indicating

Udemy

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatUdemy

enthusiastsareleast

focused

onare

high

valueandboldness.ReliabilityExclusivityUdemy

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/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=155,

Udemy

users’,n=212,

Udemyenthusiast,

n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Udemy

fans,

57%

state

that

they

get

excited

about

online

educationservicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?57%52%45%45%42%40%36%34%32%29%28%27%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=212,

Udemyenthusiast,

n=1,083,

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.1185%

of

Udemy

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinBrazil

is45%.Awareness

ofUdemy,

however,

is

at43%.Awareness40%

ofBrazilian

onlineeducation

service

userssaythey

likeUdemy,

compared

toanindustryaveragebrandpopularityof

35%.28%

ofindustryusers

inBrazil

saythey

useUdemy,with

the

average

usageofabrandat25%.BuzzPopularity85%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Udemy

hasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

27%

comparedto25%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Online

education

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=534,

respondents

who

know

the

individual

brand

(popularity),

n=534,respondents

who

know

the

individual

brand

(usage),

n=155,

respondents

who

have

used

the

individual

brand

(loyalty),

n=534,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Udemy

ranks

sixth

in

awareness

within

the

online

education

service

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUdemyRank#

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.1UOLEduca??o79%78%78%73%45%43%42%36%36%35%2Duolingo3Hotmart4LinkedInLearningPrime

CursosUdemy43%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.57%67MasterClassEduk8Outofallrespondents,

43%

were

aware

of

Udemy.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.9CourseraAwarenessN/A10AprendeAí13

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

Udemy

is

40%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUdemyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Duolingo74%57%47%45%42%40%38%34%33%32%2Hotmart3Prime

CursosLinkedInLearningUOLEduca??oUdemy40%4Outofconsumers

who

knew

thebrand,

40%

saidtheyliked

Udemy.

Thisranksthemsixth

compared

tootherbrandssurveyed

inthismarket.5660%7Coursera8AprendeAíEduk9PopularityN/A10MasterClass14

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=534,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Udemy

ranks

fifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofUdemyRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1Duolingo2Hotmart46%29%3LinkedInLearningPrime

CursosUdemy30%Outofconsumers

who

knew

thebrand,

28%

saidtheyused

Udemy.

Thisranksthemfifth

compared

tootherbrandssurveyed

inthismarket.429%529%6UOLEduca??oAprendeAíCoursera26%726%71%822%9Eduk20%UsageN/A10Veduca18%15

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=534,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Udemy

is

second

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUdemy’sconsumersRank#

BrandLoyalty

%87%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.1Duolingo15%2Udemy85%3Hotmart84%4Coursera82%5KhanAcademyAprendeAí81%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

educationservices,

which

ofthefollowing

brandsare

youlikelytouseagain

inthefuture?”.7LinkedInLearningCodecademyPrime

CursosUOLEduca??o80%878%85%977%Outofrespondents

whohaveused

Udemy,

85%

saidthey

would

usethebrand

again.LoyaltyN/A1076%16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=155,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Udemy

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUdemyRank#

BrandBuzz%59%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Duolingo2Hotmart52%27%3LinkedInLearningUOLEduca??oPrime

CursosAprendeAíUdemy35%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutUdemy

inthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.431%530%627%727%73%8Coursera24%9MasterClassEduk23%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=534,

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-drivendecisions

andunlocknewgrowthopportunities.?

I