CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

Rosetta

Stone

in

the

UnitedKingdomConsumer

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

Rosetta

Stone’s

performance

inthe

online

education

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202487%

of

Rosetta

Stone

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Rosetta

Stone’s

branding

resonates

more

with

Gen

X

?Rosetta

Stoneranksthird

inawareness

within

theonlineeducation

service

market?Rosetta

Stonegenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

Rosetta

Stoneis30%?Among

Rosetta

Stoneenthusiasts,34%

fallunderthe

?Rosetta

Stoneranksoutsidethe

Top

10

inusagehigh-income

category?Interms

of

loyalty,Rosetta

Stone

issecond

inthe?Consumers

want

theironlineeducation

servicebrandstohavereliability,

honesty

/trustworthiness,andfriendlinessUnited

Kingdom?Rosetta

Stonehasascore

of15%

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

for

Rosetta

Stone

at

87%Brand

profile:

snapshotBrand

performance

of

Rosetta

Stone

intheUnited

Kingdom87%42%30%15%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=528,

respondents

who

know

the

individual

brand

(popularity),

n=528,respondents

who

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=528,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rosetta

Stone’sbranding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRosetta

Stone

by

generationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatRosetta

Stoneislikedby15%

of

Babyboomersand38%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is5%

and25%,

respectively.33%30%25%ForMillennials

andGen

Z,

33%

and

13%

feel

positivelytowards

Rosetta

Stone,

versus

40%

and30%.

Socurrently,

forRosetta

Stone,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.15%13%5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

education

services,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=156,

Rosetta

Stone

enthusiast,

n=759,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Rosetta

Stone

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Rosetta

Stoneshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Rosetta

Stonehasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%57%

ofmen

likeRosetta

Stonecompared

to

42%

of

women,

whereasfortheoverall

industry,50%

of

womenuseonlineeducation

services

comparedto50%

of

men.50%50%89%87%8%

of

Rosetta

Stoneenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

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=156,RosettaStone

enthusiast,

n=759,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Rosetta

Stone

enthusiasts,

34%

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.21%23%Single13%34%42%CoupleSingleparentNuclear34%

ofRosetta

Stoneenthusiastsarefrom

high-income

households.Rosetta

Stone’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

21%

ofRosetta

Stoneenthusiastshavethiscurrent

living

situation.17%8%9%30%38%38%32%26%Multi-generational4%3%12%15%ExtendedOther28%2%5%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=156,

Rosetta

Stone

enthusiast,n=759,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

education

service

brands

to

have

reliability,honesty

/

trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

onlineeducation

servicebrandsForonline

education

services,

thetopthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Rosetta

Stoneusers

alsoappreciatethese

key

attributes,indicatingRosettaStoneexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatRosetta

Stoneenthusiastsare

least

focused

on

areboldness

and

thrill/excitement.ReliabilityExclusivityRosetta

Stoneshould

work

onpromoting

authenticityto

convertenthusiastsintoowners.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=54,

RosettaStone

users’,n=156,

Rosetta

Stone

enthusiast,

n=759,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Rosetta

Stone

fans,

32%

state

that

they

get

excited

about

onlineeducation

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?35%33%32%32%31%30%29%29%28%28%17%16%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=156,

RosettaStoneenthusiast,

n=759,

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.1187%

of

Rosetta

Stone

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinthe

United

Kingdomis31%.

Awareness

ofRosetta

Stone,however,

is

at42%.Awareness30%

ofUK

onlineeducation

service

users

saythey

likeRosetta

Stone,

compared

toanindustryaverage

brandpopularity

of34%.BuzzPopularity10%

ofindustryusers

intheUnitedKingdomsaytheyuseRosetta

Stone,

withtheaverage

usageof

abrandat24%.87%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Rosetta

Stonehasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

24%.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=1,247,

all

respondents

(awareness),

n=528,

respondents

who

know

the

individual

brand

(popularity),

n=528,respondents

who

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=528,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rosetta

Stone

ranks

third

in

awareness

within

the

online

education

servicemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRosetta

StoneRank#

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.1Duolingo58%54%42%41%32%30%30%29%29%28%2LinkedInLearningRosettaStoneBabbel342%45UdemyUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.58%6FutureLearnCoursera78KhanAcademySkillshareOutofallrespondents,

42%

were

aware

of

RosettaStone.

Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10MasterClass13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Rosetta

Stone

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRosetta

StoneRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Duolingo62%48%45%40%39%38%35%33%30%30%2Coursera30%3LinkedInLearningKhanAcademyUdemy4Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

Rosetta

Stone.

This

ranksthemtenthcomparedtootherbrandssurveyed

inthismarket.56MasterClassedX770%8CodecademySkillshare9PopularityN/A10RosettaStone14

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=528,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rosetta

Stone

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofRosetta

StoneRank#

BrandUsage

%51%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1Duolingo10%2Coursera43%3LinkedInLearningUdemy33%Outofconsumers

who

knew

thebrand,

10%

saidtheyused

Rosetta

Stone.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.432%5KhanAcademyMasterClassCodecademyedX27%626%724%823%90%9FutureLearnSkillshare22%UsageN/A1020%15

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=528,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,Rosetta

Stone

is

second

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRosetta

Stone’s

consumersRank#

BrandLoyalty

%88%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.1Duolingo13%2RosettaStoneUdemy87%387%4MasterClassLinkedInLearningThinkific86%582%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

educationservices,

which

ofthefollowing

brandsare

youlikelytouseagain

inthefuture?”.7Coursera80%8Babbel79%87%9LearnWorldsedX75%Outofrespondents

whohaveused

Rosetta

Stone,87%

saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=54,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Rosetta

Stone

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRosetta

StoneRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Duolingo15%2Coursera39%3LinkedInLearningCodecademyedX31%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutRosetta

Stoneinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.430%528%6MasterClassUdemy26%725%8SkillshareBabbel25%85%924%BuzzN/A10KhanAcademy21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=528,

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

consumerinsightstomake