CONSUMER&

BRANDBrandKPIs

for

car

insurance:

AXA

inGermanyConsumer

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

AXA’sperformance

inthe

carinsurancemarket.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202472%

of

AXA

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??AXA’sbranding

resonates

more

with

BabyBoomers?AXA

generally

appealstowomen

more

than

men?AXA

ranksfourthinawareness

within

the

carinsurancemarket?Thepopularity

ratingof

AXA

is21%?AXA

rankssixth

inownership?Among

AXA

enthusiasts,38%

fallunderthe

high-income

category?Consumers

want

theircarinsurancebrandsto

have?Interms

of

loyalty,AXA

is

outsidetheTop10

inreliability,

honesty

/trustworthiness,

and

friendlinessGermany?AXA

hasascore

of21%

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.4Awarenessis

the

highest

scoring

KPI

forAXA

at

83%Brand

profile:

snapshotBrand

performance

of

AXA

inGermany83%72%21%21%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=1,032,

respondents

who

know

the

individual

brand

(popularity),

n=1,032,

respondentswho

know

the

individual

brand

(ownership),

n=99,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,032,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024AXA’s

branding

resonates

morewith

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations34%33%32%31%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAXA

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatAXAislikedby14%

of

Babyboomers

and

31%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is12%

and34%,

respectively.23%

23%14%ForMillennials

andGen

Z,

33%

and

23%

feel

positivelytowards

AXA,versus32%

and23%.

Socurrently,forAXA,

Baby

Boomers

connect

most

with

theirbrandcompared

to

theoverall

industryuser.12%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=218,

AXA

enthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024AXA

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

AXA

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

AXA

hasasimilar

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.8%7%49%51%51%

ofwomen

likeAXA

compared

to49%

ofmen,

whereas

for

the

overallindustry,51%

of

men

own

carinsurancecompared

to

49%

of

women.51%49%87%87%8%

of

AXA

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

carinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=218,

AXAenthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

AXA

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%22%Single36%38%23%26%CoupleSingleparentNuclear38%

ofAXAenthusiastsare

fromhigh-income

households.AXA’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

asingleparent

household,

11%

ofAXAenthusiastshavethiscurrent

livingsituation.11%9%29%28%28%35%29%Multi-generational2%3%11%10%34%ExtendedOther3%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

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=218,

AXA

enthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

reliability,honesty

/trustworthiness,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%AXA

owners

alsoappreciate

thesekeyattributes,indicating

AXA

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAXAenthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityAXA

should

work

on

promoting

reliabilitytoconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carinsurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

carinsurance,which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=99,

AXA

owners’,n=218,

AXA

enthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

AXA

fans,

18%

state

that

they

get

excited

about

carinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?42%40%32%27%22%22%18%18%16%15%14%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustcarinsuranceproviderstopicsrelating

tocarinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carinsurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=218,

AXA

enthusiast,

n=1,039,

carinsuranceownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

AXA

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinGermany

is

70%.

Awarenessof

AXA,

however,

is

at83%.Awareness21%

ofGerman

carinsurance

owners

saytheylikeAXA,

compared

to

anindustryaverage

brandpopularity

of21%.10%

ofindustryowners

inGermany

saythey

own

AXA,with

the

average

ownership

ofabrandat10%.BuzzPopularity72%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.AXA

hasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of21%

compared

to17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Carinsurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=1,032,

respondents

who

know

the

individual

brand

(popularity),

n=1,032,

respondentswho

know

the

individual

brand

(ownership),

n=99,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,032,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024AXAranksfourth

in

awareness

within

the

car

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAXARank#

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.1AllianzErgo92%83%83%83%76%76%74%71%68%66%17%23Huk-CoburgAXA45GeneraliR+VUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67DEVK8Huk24GothaerVHVOutofallrespondents,

83%

were

aware

of

AXA.Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.83%9AwarenessN/A1013

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

AXA

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAXARank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AllianzHuk-CoburgHuk24Ergo43%39%27%24%21%20%19%19%17%16%21%234Outofconsumers

who

knew

thebrand,

21%

saidtheyliked

AXA.Thisranksthemfifth

compared

to

otherbrandssurveyed

inthismarket.5AXA6DEVK7Verti8R+V79%9CosmosDirektVHVPopularityN/A1014

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,032,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024AXAranks

sixth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofAXARank#

BrandUsage

%26%20%13%12%10%10%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.1AllianzHuk-CoburgHuk24Verti10%23Outofconsumers

who

knew

thebrand,

10%

saidtheyowned

AXA.Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.45Ergo6AXA7DEVKLVM88%90%Usage9VHV7%N/A10R+V6%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=1,032,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

AXA

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAXA’s

consumersRank#

BrandLoyalty

%84%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Allianz2Huk-CoburgLVM82%28%376%4R+V75%5Huk2475%6VHV73%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7DEVK72%72%8CosmosDirektGothaerWürttembergische72%972%Outofrespondents

whohaveowned

AXA,

72%

saidthey

would

purchasethebrandagain.LoyaltyN/A1072%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=99,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024AXA

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAXARank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AllianzHuk-CoburgErgo21%232%330%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutAXAinthe

media.

This

ranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4AXA21%5DEVK19%6CosmosDirektR+V18%717%8GeneraliDebekaVHV16%79%913%BuzzN/A1011%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,032,

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.?

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