CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

Khan

Academy

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

Khan

Academy’s

performanceinthe

online

education

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202471%

of

Khan

Academy

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Khan

Academy’s

branding

resonates

more

withGen?Khan

Academy

ranksoutsidetheTop10

inawarenessZwithin

the

online

education

service

market?Khan

Academy

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Khan

Academy

is

36%?Khan

Academy

ranksfourthinusage?Among

KhanAcademy

enthusiasts,31%

fall

underthe

high-income

category?Interms

of

loyalty,Khan

Academy

isoutsidetheTop10

inMexico?Consumers

want

theironlineeducation

servicebrandstohavecleverness,

honesty

/trustworthiness,andreliability?Khan

Academy

hasascore

of

25%

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

Khan

Academy

at

71%Brand

profile:

snapshotBrand

performance

of

KhanAcademyinMexico71%36%34%27%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=424,

respondents

who

know

the

individual

brand

(popularity),

n=424,respondents

who

know

the

individual

brand

(usage),

n=114,

respondents

who

have

used

the

individual

brand

(loyalty),

n=424,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Khan

Academy’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKhan

Academy

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatKhanAcademy

islikedby1%

of

Babyboomersand11%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and21%,

respectively.40%38%37%21%ForMillennials

andGen

Z,

38%

and

50%

feel

positivelytowards

Khan

Academy,

versus

40%

and

37%.

Socurrently,

forKhan

Academy,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.11%3%1%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

education

services,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=152,

Khan

Academy

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Khan

Academy

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Khan

Academy

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Khan

Academy

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%51%49%52%

ofmen

likeKhan

Academycompared

to

48%

of

women,

whereasfortheoverall

industry,51%

of

womenuseonlineeducation

services

comparedto49%

of

men.92%91%7%

of

Khan

Academy

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%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=152,Khan

Academy

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Khan

Academy

enthusiasts,

31%

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.3%5%Single31%35%31%34%5%CoupleSingleparentNuclear31%

ofKhanAcademy

enthusiastsarefrom

high-income

households.Khan

Academy’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

38%

ofKhan

Academy

enthusiastshavethiscurrent

living

situation.11%6%8%38%38%37%Multi-generational6%9%38%31%ExtendedOther26%5%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=152,

Khan

Academy

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%Khan

Academy

users

alsoappreciatethese

key

attributes,indicatingKhanAcademy

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatKhanAcademyenthusiastsare

least

focused

on

areboldness

and

thrill/excitement.ReliabilityExclusivityKhan

Academy

shouldwork

onpromoting

highvalueto

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=114,

Khan

Academy

users’,n=152,

Khan

Academy

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Khan

Academy

fans,

42%

state

that

they

get

excited

about

onlineeducation

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?52%51%42%40%39%36%33%32%29%27%15%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=152,

Khan

Academyenthusiast,

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.1171%

of

Khan

Academy

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinMexico

is

52%.Awareness

ofKhan

Academy,

however,

is

at34%.Awareness36%

ofMexican

online

education

service

users

saythey

likeKhan

Academy,

compared

toanindustryaverage

brand

popularity

of38%.27%

ofindustryusers

inMexico

saythey

useKhanAcademy,with

theaverage

usageof

abrand

at22%.BuzzPopularity71%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.Khan

Academy

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

31%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Online

education

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=424,

respondents

who

know

the

individual

brand

(popularity),

n=424,respondents

who

know

the

individual

brand

(usage),

n=114,

respondents

who

have

used

the

individual

brand

(loyalty),

n=424,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Khan

Academy

ranks

outside

the

Top

10

in

awareness

within

the

onlineeducation

service

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKhan

AcademyRank#

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)34%DuolingoLinkedInLearningUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.Universidad

deGuadalajaraUTEL(UniversidadTecnológicaLationamericana)66%753%Outofallrespondents,

34%

were

aware

of

KhanAcademy.

This

ranksthemoutsidetheTop10compared

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

Khan

Academy

is

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKhan

AcademyRank#

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)336%Universidad

AbiertayaDistancia

Mexico4Outofconsumers

who

knew

thebrand,

36%

saidtheyliked

Khan

Academy.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.5Tecnólogico

deMonterreyCoursera664%7Udemy8KhanAcademy9LinkedInLearningUniversidad

deGuadalajaraPopularityN/A1014

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=424,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Khan

Academy

ranksfourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofKhan

AcademyRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1Duolingo2Coursera33%27%3OpenEnglishKhanAcademyUdemy28%Outofconsumers

who

knew

thebrand,

27%

saidtheyused

Khan

Academy.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.427%527%6DomestikaLinkedInLearning24%724%73%Universidad

AbiertayaDistancia

Mexico817%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=424,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Khan

Academy

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKhan

Academy’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.1234567DuolingoTecnólogico

deMonterreyUniversidad

deGuadalajara81%29%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%71%UTEL(UniversidadTecnológicaLationamericana)874%9edX73%73%Outofrespondents

whohaveused

Khan

Academy,71%

saidthey

would

usethebrand

again.LoyaltyN/A10Coursera16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=114,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Khan

Academy

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKhan

AcademyRank#

BrandBuzz%64%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1234567DuolingoOpenEnglishDomestika61%25%36%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutKhanAcademy

inthe

media.

Thisranksthemninth

compared

toother

brandssurveyedinthismarket.Tecnólogico

deMonterreyLinkedInLearningCoursera36%32%31%IPN(Instituto

PolitécnicoNacional)29%UTEL(UniversidadTecnológicaLationamericana)75%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=424,

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

survey