CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

FutureLearn

in

GermanyConsumer

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

FutureLearn’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,

asofNovember202446%

of

FutureLearn

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??FutureLearn’s

brandingresonates

more

with?FutureLearn

ranksoutside

the

Top

10

inawarenessMillennialswithin

the

online

education

service

market?FutureLearn

generally

appealstowomen

more

thanmen?Thepopularity

ratingof

FutureLearn

is21%?FutureLearn

ranksseventh

inusage?Among

FutureLearn

enthusiasts,32%

fallunderthehigh-income

category?Interms

of

loyalty,FutureLearn

is

outsidethe

Top

10inGermany?Consumers

want

theironlineeducation

servicebrandstohavereliability,

highvalue,and

honesty

/trustworthiness?FutureLearn

hasascore

of18%

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

FutureLearn

at

46%Brand

profile:

snapshotBrand

performance

of

FutureLearninGermany46%21%21%18%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

services‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=191,

respondents

who

know

the

individual

brand

(popularity),

n=191,respondents

who

know

the

individual

brand

(usage),

n=41,

respondents

who

have

used

the

individual

brand

(loyalty),

n=191,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024FutureLearn’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations61%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeFutureLearn

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatFutureLearn

islikedby0%

of

Babyboomers

and15%of

Gen

Xers,whereas

the

total

shareof

industryusersis6%

and28%,

respectively.37%29%28%24%ForMillennials

andGen

Z,

61%

and

24%

feel

positivelytowards

FutureLearn,

versus

37%

and29%.

So15%currently,

forFutureLearn,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.6%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

education

services,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=41,

FutureLearn

enthusiast,

n=783,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024FutureLearn

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

FutureLearn

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

FutureLearn

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.20%50%50%59%59%

ofwomen

likeFutureLearncompared

to

41%

of

men,whereas

forthe

overall

industry,50%

of

women

useonlineeducation

services

compared

to50%

ofmen.88%80%20%

ofFutureLearn

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.41%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=41,FutureLearnenthusiast,

n=783,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

FutureLearn

enthusiasts,

32%

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.24%21%Single32%38%12%12%CoupleSingleparentNuclear32%

ofFutureLearn

enthusiastsarefromhigh-income

households.FutureLearn’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

24%

ofFutureLearn

enthusiastshavethiscurrent

living

situation.21%10%38%34%31%32%29%Multi-generational5%2%7%12%30%ExtendedOther5%3%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=41,

FutureLearnenthusiast,

n=783,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

education

service

brands

to

have

reliability,

highvalue,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

onlineeducation

servicebrandsForonline

education

services,

thetopthree

qualitiesusers

want

from

abrandarereliability,

highvalue,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%FutureLearn

users

alsoappreciate

thesekey

attributes,indicating

FutureLearnexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatFutureLearnenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityFutureLearn

should

work

on

promotinghonesty

/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=41,

FutureLearnusers’,n=41,

FutureLearnenthusiast,

n=783,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

FutureLearn

fans,

56%

state

that

they

get

excited

about

onlineeducation

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?56%51%44%41%34%34%27%24%23%23%17%14%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=41,

FutureLearnenthusiast,

n=783,

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.1146%

of

FutureLearn

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinGermany

is25%.Awareness

ofFutureLearn,

however,

isat15%.Awareness21%

ofGerman

onlineeducation

service

users

saythey

likeFutureLearn,

compared

to

anindustryaverage

brand

popularity

of28%.21%

ofindustryusers

inGermany

say

theyuseFutureLearn,

with

the

average

usageofabrandat21%.BuzzPopularity46%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

65%.FutureLearn

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of18%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Online

education

services‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=191,

respondents

who

know

the

individual

brand

(popularity),

n=191,respondents

who

know

the

individual

brand

(usage),

n=41,

respondents

who

have

used

the

individual

brand

(loyalty),

n=191,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024FutureLearn

ranks

outside

the

Top

10

in

awareness

within

the

online

educationservice

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFutureLearnRank#

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.1Babbel83%53%40%29%28%22%22%21%20%20%15%2Duolingo3LinkedInLearningSofatutor45simpleclubRosettaStoneMasterClassUdemyUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

15%

were

aware

ofFutureLearn.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.85%Virtuelle

HochschuleBayern9AwarenessN/A10oncampus13

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

FutureLearn

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFutureLearnRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Duolingo62%57%38%37%35%32%27%27%21%2Babbel3simpleclubSofatutor4Outofconsumers

who

knew

thebrand,

21%

saidtheyliked

FutureLearn.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Udemy6LinkedInLearningMasterClassSkillshare7879%9Virtuelle

Hochschule

Bayern

26%Mondly

25%PopularityN/A1014

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=191,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024FutureLearn

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofFutureLearnRank#

BrandUsage

%48%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1Duolingo21%2Babbel38%3simpleclubSofatutor29%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

FutureLearn.

Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.428%5LinkedInLearningUdemy25%624%7FutureLearnCoursera21%820%79%9KhanAcademyMasterClass20%UsageN/A1019%15

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=191,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

FutureLearn

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFutureLearn’sconsumersRank#

BrandLoyalty

%86%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.1simpleclubBabbel284%3LinkedInLearningUdemy83%483%46%5Duolingo81%54%6Sofatutor76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

educationservices,

which

ofthefollowing

brandsare

youlikelytouseagain

inthefuture?”.7PluralsightRosettaStoneMondly70%865%963%Outofrespondents

whohaveused

FutureLearn,

46%saidthey

would

usethebrand

again.LoyaltyN/A10oncampus62%16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=41,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024FutureLearn

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofFutureLearnRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Babbel18%2Duolingo42%3simpleclubSofatutor28%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutFutureLearn

inthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.425%5LinkedInLearningMasterClassFutureLearnSkillshare22%618%718%818%82%9RosettaStoneedX17%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=191,

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-drivendec