CONSUMER&

BRANDBrandKPIs

for

car

insurance:American

Family

Insurance

in

theUnited

StatesConsumer

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

American

Family

Insurance’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,

asofNovember202463%

of

American

FamilyInsurance

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??American

Family

Insurance’sbrandingresonates?American

Family

Insuranceranksoutside

the

Top

10more

with

Millennialsinawareness

withinthecarinsurance

market?American

Family

Insurancegenerally

appealsto

men

?Thepopularity

ratingof

American

Family

Insurance

ismore

than

women16%?Among

American

Family

Insuranceenthusiasts,50%?American

Family

Insuranceranksoutside

the

Top

10fallunderthe

high-income

categoryinownership?Consumers

want

theircarinsurancebrandsto

have?In

terms

of

loyalty,American

Family

Insuranceishonesty

/trustworthiness,

reliability,

and

highvalueoutsidetheTop10

intheUnitedStates?American

Family

Insurancehasascore

of

22%

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

American

FamilyInsurance

at

63%Brand

profile:

snapshotBrand

performance

of

AmericanFamily

InsuranceintheUnitedStates63%46%22%16%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=570,

respondents

who

know

the

individual

brand(popularity),

n=570,

respondentswho

know

the

individual

brand

(ownership),

n=43,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=570,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024American

Family

Insurance’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAmerican

Family

Insurancebygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatAmerican

Family

Insuranceisliked

by3%

of

Babyboomers

and

24%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is9%

and30%,

respectively.36%30%30%25%24%ForMillennials

andGen

Z,

43%

and

30%

feel

positivelytowards

American

Family

Insurance,versus

36%

and25%.

Socurrently,

forAmerican

Family

Insurance,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.9%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=94,

American

Family

Insurance

enthusiast,

n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024American

Family

Insurance

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

American

FamilyInsuranceshows

thatwomen

arelesslikely

to

haveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

American

Family

Insurancehasasimilar

proportion

of

LGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.32%68%50%50%68%

ofmen

likeAmerican

FamilyInsurancecompared

to

32%

of

women,whereas

forthe

overall

industry,50%

ofwomen

own

carinsurancecompared

to50%

ofmen.88%10%

ofAmerican

Family

Insuranceenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

10%

among

industryusersoverall.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=94,

AmericanFamily

Insurance

enthusiast,

n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

American

FamilyInsurance

enthusiasts,

50%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%Single23%40%18%16%CoupleSingleparentNuclear50%

ofAmerican

Family

Insuranceenthusiastsare

from

high-incomehouseholds.American

Family

Insurance’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,26%

ofAmerican

Family

Insuranceenthusiastshavethiscurrent

livingsituation.50%7%7%11%26%21%35%26%31%Multi-generational5%16%17%ExtendedOther19%9%7%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=94,

American

Family

Insurance

enthusiast,n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

honesty

/trustworthiness,

reliability,

and

highvalue.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%American

Family

Insuranceowners

alsoappreciate

these

key

attributes,indicating

American

Family

Insuranceexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAmerican

FamilyInsuranceenthusiastsareleast

focusedon

arethrill/excitement

andboldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessAmerican

Family

Insuranceshouldworkon

promoting

reliability

toconvertenthusiastsintoowners.HighvalueHonesty/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=43,

American

Family

Insurance

owners’,

n=94,

American

Family

Insurance

enthusiast,

n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

American

FamilyInsurance

fans,

22%

state

that

they

get

excited

aboutcar

insurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?44%38%34%28%26%24%23%22%22%20%13%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=94,

American

Family

Insurance

enthusiast,n=963,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1163%

of

American

FamilyInsurance

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinthe

United

Statesis63%.Awareness

ofAmerican

Family

Insurance,however,

isat46%.Awareness16%

ofU.S.

carinsuranceowners

say

theylikeAmerican

Family

Insurance,compared

to

anindustryaverage

brand

popularity

of23%.BuzzPopularity8%

of

industryowners

inthe

United

Statessaytheyown

American

Family

Insurance,with

the

averageownership

of

abrand

at10%.63%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.American

Family

Insurancehasbeen

noticed

lessinthe

media

compared

toother

brands,with

a“Buzz”score

of22%

compared

to

25%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Carinsurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=570,

respondents

who

know

the

individual

brand(popularity),

n=570,

respondentswho

know

the

individual

brand

(ownership),

n=43,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=570,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024American

Family

Insurance

ranks

outside

the

Top

10

in

awareness

within

the

carinsurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAmerican

Family

InsuranceRank#

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.1Allstate89%89%88%87%85%81%79%76%69%66%2StateFarmProgressiveGeico3446%5Liberty

MutualAAA

AutoInsuranceNationwideFarmers54%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

46%

were

aware

of

AmericanFamily

Insurance.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9TheGeneralUSAAAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

American

FamilyInsurance

is

16%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAmerican

Family

InsuranceRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Geico40%40%37%37%28%24%23%20%19%19%16%2StateFarmAllstate34ProgressiveAAA

AutoInsuranceLiberty

MutualFarmersOutofconsumers

who

knew

thebrand,

16%

saidtheyliked

American

Family

Insurance.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.5678NationwideTheGeneralUSAA84%9PopularityN/A1014

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=570,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024American

Family

Insurance

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofAmerican

Family

InsuranceRank#

BrandUsage

%19%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.8%1StateFarmAllstate217%3Geico17%Outofconsumers

who

knew

thebrand,

8%

saidtheyowned

American

Family

Insurance.

This

ranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4ProgressiveAuto-OwnersInsuranceAAA

AutoInsuranceChubb17%515%611%711%8Liberty

MutualSafeAuto10%92%99%UsageN/A10Farmers8%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=570,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

American

FamilyInsurance

is

outside

the

Top

10

in

theUnited

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAmericanFamily

Insurance’sconsumersRank#

BrandLoyalty

%87%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.1StateFarmUSAA283%3AAA

AutoInsuranceAllstate83%37%482%5ProgressiveTravelers81%679%63%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7TheGeneralSafeAuto76%876%9Geico75%Outofrespondents

whohaveowned

American

FamilyInsurance,63%

saidthey

would

purchase

the

brandagain.LoyaltyN/A10Liberty

Mutual73%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=43,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024American

Family

Insurance

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAmericanFamily

InsuranceRank#

BrandBuzz%44%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Geico22%2Allstate42%3Liberty

MutualStateFarm40%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutAmerican

Family

Insuranceinthemedia.

This

ranksthemninth

compared

to

otherbrandssurveyed

inthismarket.440%5Progressive38%6TheGeneralNationwide30%728%8Farmers27%78%9American

Family

InsuranceAAA

AutoInsurance22%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=570,

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

exclusive