CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:MadeiraMadeira

in

BrazilConsumer

Insights

reportDecember2024Discover

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

MadeiraMadeira’sperformance

inthe

furnitureonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202482%

of

MadeiraMadeira

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MadeiraMadeira’s

brandingresonates

more

with

Gen

?MadeiraMadeira

ranksfifth

inawareness

withintheXfurnitureonlineshop

market?MadeiraMadeira

generally

appealsto

women

morethan

men?Thepopularity

ratingof

MadeiraMadeira

is

55%?MadeiraMadeira

rankssecond

inusage?Among

MadeiraMadeira

enthusiasts,41%

fallunderthe

high-income

category?Interms

of

loyalty,MadeiraMadeira

isfourth

inBrazil?MadeiraMadeira

hasascore

of

34%

formedia

buzz?Consumers

want

theirfurnitureonlineshop

brandstohavereliability,

honesty

/trustworthiness,

andauthenticity3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

MadeiraMadeira

at

82%Brand

profile:

snapshotBrand

performance

of

MadeiraMadeira

inBrazil82%66%55%34%34%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=829,

respondents

who

know

the

individual

brand

(popularity),

n=829,respondents

who

know

the

individual

brand

(usage),

n=279,

respondents

who

have

used

the

individual

brand

(loyalty),

n=829,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024MadeiraMadeira’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%

41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMadeiraMadeira

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMadeiraMadeira

islikedby5%

ofBabyboomers

and

32%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

25%,

respectively.32%30%25%23%ForMillennials

andGen

Z,

41%

and

23%

feel

positivelytowards

MadeiraMadeira,

versus

41%

and

30%.

Socurrently,

forMadeiraMadeira,

Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=452,

MadeiraMadeira

enthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024MadeiraMadeira

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

MadeiraMadeira

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MadeiraMadeira

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%60%60%

ofwomen

likeMadeiraMadeiracompared

to

40%

of

men,whereas

forthe

overall

industry,51%

of

women

usefurnitureonlineshopscompared

to

49%of

men.89%89%9%

of

MadeiraMadeira

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.40%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=452,MadeiraMadeira

enthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

MadeiraMadeira

enthusiasts,

41%

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.7%8%Single35%41%15%14%CoupleSingleparentNuclear41%

ofMadeiraMadeira

enthusiastsarefrom

high-income

households.MadeiraMadeira’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

39%

ofMadeiraMadeira

enthusiastshavethiscurrent

living

situation.9%8%33%32%39%36%34%Multi-generational8%8%19%23%ExtendedOther25%3%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

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=452,

MadeiraMadeira

enthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arereliability,

honesty

/trustworthiness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%MadeiraMadeira

users

alsoappreciatethese

key

attributes,indicatingMadeiraMadeira

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMadeiraMadeiraenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityMadeiraMadeira

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

furniture

online

shops,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=279,

MadeiraMadeira

users’,n=452,

MadeiraMadeira

enthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

MadeiraMadeira

fans,

46%

state

that

they

get

excited

about

furnitureonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?50%46%42%39%37%35%34%32%32%31%29%27%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutfurniture

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsfurnitureonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

furniture

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=452,

MadeiraMadeiraenthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

MadeiraMadeira

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinBrazil

is50%.

Awareness

ofMadeiraMadeira,

however,

is

at66%.Awareness55%

ofBrazilian

furnitureonlineshop

userssay

theylikeMadeiraMadeira,

compared

to

anindustryaveragebrandpopularityof

35%.34%

ofindustryusers

inBrazil

saythey

useMadeiraMadeira,

with

the

average

usageofabrandat22%.BuzzPopularity82%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

78%.MadeiraMadeira

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of34%compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=829,

respondents

who

know

the

individual

brand

(popularity),

n=829,respondents

who

know

the

individual

brand

(usage),

n=279,

respondents

who

have

used

the

individual

brand

(loyalty),

n=829,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024MadeiraMadeira

ranksfifth

in

awareness

within

the

furniture

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMadeiraMadeiraRank#

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.1Amazon95%87%75%73%66%65%48%44%27%25%2Ortobom34%3Tok&Stok4Dafiti

HomeMadeiraMadeiraLojas

MarabrazMobly5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.666%78VestcasaOutofallrespondents,

66%

were

aware

ofMadeiraMadeira.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.9CasatemaAwarenessN/A10MeuMóvel

deMadeira13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

MadeiraMadeira

is

55%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMadeiraMadeiraRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon74%61%55%53%37%33%30%28%27%27%2Tok&Stok3MadeiraMadeiraOrtobom445%Outofconsumers

who

knew

thebrand,

55%

saidtheyliked

MadeiraMadeira.

Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.5Vestcasa55%6Mobly7Dafiti

HomeLojas

MarabrazMóveis

SimonettiMeuMóvel

deMadeira89PopularityN/A1014

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=829,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024MadeiraMadeira

ranks

second

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMadeiraMadeiraRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Amazon2MadeiraMadeiraOrtobom34%34%334%Outofconsumers

who

knew

thebrand,

34%

saidtheyused

MadeiraMadeira.

Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.4Tok&Stok33%5Vestcasa21%6MeuMóvel

deMadeiraMobly17%66%17%78Lojas

MarabrazDafiti

HomeMóveis

Simonetti16%915%UsageN/A1015%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=829,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

MadeiraMadeira

is

fourth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMadeiraMadeira’s

consumersRank#

BrandLoyalty

%93%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.1Amazon18%2Tok&StokOrtobom88%385%4MadeiraMadeiraVestcasa82%579%6Móveis

SimonettiDafiti

HomeCasatemaMobly77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.776%876%82%975%Outofrespondents

whohaveused

MadeiraMadeira,82%

saidthey

would

usethebrand

again.LoyaltyN/A10Muma74%16

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=279,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024MadeiraMadeira

has

a

score

of

34%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMadeiraMadeiraRank#

BrandBuzz%73%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon2Ortobom40%34%3Tok&Stok38%Outofconsumers

who

knew

thebrand,

34%

saidtheyhadheardaboutMadeiraMadeira

inthemedia.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.4MadeiraMadeiraLojas

MarabrazVestcasa34%525%625%66%Mobly22%78Dafiti

HomeMóveis

SimonettiMeuMóvel

deMadeira21%916%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=829,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportun