CONSUMER&

BRANDBrandKPIs

for

drones:

DJI

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.

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

DJI’s

performance

inthe

dronemarket.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202468%

of

DJI

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??DJI’s

branding

resonates

more

with

Gen

Z?DJIgenerally

appealstomen

more

than

women?DJIrankseighthinawareness

withinthedronemarket?Thepopularity

ratingof

DJIis29%?DJIranksthird

inusage?Among

DJIenthusiasts,44%

fallunderthe

high-income

category?Consumers

want

theirdrone

brandsto

havecoolness,

authenticity,andhigh

value?Interms

of

loyalty,DJIis

ninth

inthe

United

States?DJIhasascore

of27%

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

DJI

at

68%Brand

profile:

snapshotBrand

performance

of

DJIintheUnitedStates68%29%27%27%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Drones‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=249,

respondents

who

know

the

individual

brand

(popularity),

n=249,

respondents

who

know

theindividual

brand(usage),

n=66,

respondents

who

have

used

the

individual

brand(loyalty),

n=249,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024DJI’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDJIbygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatDJIis

likedby4%

of

Babyboomers

and

16%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is5%

and

21%,respectively.38%36%34%21%ForMillennials

andGen

Z,

34%

and

45%

feel

positivelytowards

DJI,versus

38%

and36%.

Socurrently,forDJI,Gen

Zconnects

most

with

theirbrandcompared

totheoverall

industryuser.16%5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestodrones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=73,

DJIenthusiast,

n=415,

drone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024DJI

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

DJIshows

thatwomen

areless

likely

tohaveanaffinitywiththebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%87%14%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

DJIhasahigherproportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.30%70%39%61%70%

ofmen

likeDJIcompared

to

30%

ofwomen,

whereas

forthe

overall

industry,61%

ofmen

usedrones

compared

to39%

ofwomen.85%14%

ofDJIenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

drones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=73,

DJIenthusiast,

n=415,drone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

DJI

enthusiasts,

44%

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.12%Single25%39%10%14%44%CoupleSingleparentNuclear44%

ofDJIenthusiastsare

fromhigh-income

households.DJI’s

brandisgenerally

enjoyed

more

byconsumers

who

arepartof

anextendedhousehold,

36%

ofDJIenthusiastshavethiscurrent

living

situation.12%11%14%15%36%25%38%Multi-generational8%6%36%ExtendedOther20%18%8%8%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

drones,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=73,

DJI

enthusiast,

n=415,

drone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

drone

brands

to

have

coolness,

authenticity,

and

highvalueBrand

profile:

qualitiesQualitiesuserswant

from

drone

brandsAuthenticityFordrones,

the

topthree

qualitiesuserswant

fromabrandare

coolness,authenticity,andhigh

value.50%40%30%20%10%0%Thrill/ExcitementBoldnessClevernessDJIusers

alsoappreciate

these

keyattributes,indicating

DJIexudes

thesequalities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatDJIenthusiastsareleast

focused

onare

social

responsibilityandinclusiveness.ReliabilityExclusivityDJIshould

work

on

promoting

reliabilitytoconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

drones,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

todrones,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

drones,which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=66,

DJIusers’,n=73,

DJIenthusiast,

n=415,

drone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

DJI

fans,

40%

state

that

they

get

excited

about

dronesBrand

profile:

attitudesWhat

doconsumersthink

ofdronesingeneral?40%37%36%36%34%32%30%29%25%23%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutdronesIliketotalkabouttopicsrelating

todronesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

drones

do

youagree

with?”;

Multi

Pick;“When

it

comesto

drones,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=73,

DJI

enthusiast,

n=415,

drone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1168%

of

DJI

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

drones,

theaverage

awareness

of

abrandinthe

United

Statesis20%.

Awareness

of

DJI,however,

is

at20%.Awareness28%

ofU.S.

drone

userssay

theylike

DJI,compared

toanindustryaverage

brandpopularity

of27%.27%

ofindustryusers

intheUnitedStatessaythey

useDJI,with

theaverage

usageof

abrand

at20%.BuzzPopularity68%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.DJIhasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of27%

compared

to22%.Sooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.LoyaltyBrandUsageIndustryaverage12

Notes:Drones‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=249,

respondents

who

know

the

individual

brand

(popularity),

n=249,

respondents

who

know

theindividual

brand(usage),

n=66,

respondents

who

have

used

the

individual

brand(loyalty),

n=249,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024DJI

ranks

eighth

in

awareness

within

the

drone

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDJIRank#

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.1XiaomiParrotRevell25%23%23%21%21%21%20%20%20%19%20%234techrc3DRoboticsPotensicRyze5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678DJIOutofallrespondents,

20%

were

aware

of

DJI.Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.80%9AutelAwarenessN/A10HolyStone13

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

DJI

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDJIRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Xiaomi3DRoboticsHolyStoneParrot40%39%36%36%32%29%29%28%28%26%229%34Outofconsumers

who

knew

thebrand,

28%

saidtheyliked

DJI.Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.5DEERCAutel67DJI71%8Revell9PotensicEachinePopularityN/A1014

Notes:“When

it

comesto

drones,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=249,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024DJI

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofDJIRank#

BrandUsage

%32%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

drones,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1HolyStone3DRoboticsDJI229%27%327%Outofconsumers

who

knew

thebrand,

27%

saidtheyused

DJI.Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.4Parrot26%5XiaomiAutel25%624%7DEERC22%73%8PotensicHubsanEachine21%920%UsageN/A1019%15

Notes:“When

it

comesto

drones,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=249,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

DJI

is

ninth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDJI’sconsumersRank#

BrandLoyalty

%85%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.13DRobotics2XiaomiYuneecAutel82%32%377%476%5techrcParrotSYMA74%672%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

drones,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.770%68%8HolyStoneDJI69%968%Outofrespondents

whohaveused

DJI,68%

saidtheywould

usethe

brandagain.LoyaltyN/A10Revell68%16

Notes:“When

it

comesto

drones,which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=66,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024DJI

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDJIRank#

BrandBuzz%38%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.13DRobotics2DEERCAutel29%27%329%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutDJIinthe

media.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4DJI27%5ParrotEachineHubsanHolyStoneXiaomiPotensic25%624%724%73%824%921%BuzzN/A1020%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=249,

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.?

Identifyandunderstandyourcoreaudiences?

TrackbrandKPIs?

Analyzecompetitivelandscapes?

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