CONSUMER&

BRANDBrandKPIs

for

headphones:

Lenovo

inBrazilConsumer

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

Lenovo’s

performance

intheheadphonemarket.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202468%

of

Lenovo

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Lenovo’s

branding

resonates

withGen

Xsimilarly

to?Lenovo

ranksseventh

inawareness

within

theother

brandsinthe

industryheadphonemarket?Lenovo

generally

appealstowomen

more

than

men?Thepopularity

ratingof

Lenovo

is

25%?Lenovo

ranksoutsidetheTop10

inusage?Among

Lenovo

enthusiasts,42%

fallunderthehigh-income

category?Interms

of

loyalty,Lenovo

isoutsidetheTop10

in?Consumers

want

theirheadphonebrandstohaveBrazilreliability,

authenticity,and

honesty

/trustworthiness?Lenovo

hasascore

of

19%

for

media

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.4Awareness

is

the

highest

scoring

KPI

for

Lenovo

at

90%Brand

profile:

snapshotBrand

performance

of

LenovoinBrazil90%68%25%19%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Headphones

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,124,

respondents

who

know

the

individual

brand

(popularity),

n=1,124,

respondents

whoknow

the

individual

brand(usage),

n=149,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,124,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Lenovo’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%

40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLenovo

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatLenovo

islikedby2%

ofBaby

boomers

and

29%

of

GenXers,

whereas

thetotalshareof

industryusers

is3%and27%,

respectively.30%29%29%27%ForMillennials

andGen

Z,

40%

and

29%

feel

positivelytowards

Lenovo,

versus

40%

and

30%.

Socurrently,

forLenovo,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=286,

Lenovo

enthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Lenovo

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Lenovo

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Lenovo

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%58%57%

ofwomen

likeLenovo

compared

to42%

ofmen,

whereas

for

the

overallindustry,51%

of

women

use90%headphones

compared

to49%

ofmen.90%7%

of

Lenovo

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.42%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

headphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=286,

Lenovoenthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Lenovo

enthusiasts,

42%

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.4%8%Single35%13%14%42%CoupleSingleparentNuclear42%

ofLenovo

enthusiastsare

fromhigh-income

households.Lenovo’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

41%

of

Lenovoenthusiastshavethiscurrent

livingsituation.10%9%33%32%41%37%31%Multi-generational7%7%24%23%ExtendedOther27%2%2%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

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=286,

Lenovo

enthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

headphone

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

headphonebrandsForheadphones,

thetopthree

qualitiesusers

wantfrom

abrandarereliability,authenticity,andhonesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.60%40%20%0%Lenovo

users

alsoappreciate

these

keyattributes,indicating

Lenovo

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatLenovo

enthusiastsareleast

focused

on

arehighvalueandboldness.ReliabilityExclusivityLenovo

shouldwork

onpromoting

thrill

/excitement

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

headphones,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

toheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

headphones,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=149,

Lenovo

users’,n=286,

Lenovo

enthusiast,

n=1,169,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Lenovo

fans,

56%

state

that

they

get

excited

about

headphonesBrand

profile:

attitudesWhat

doconsumersthink

ofheadphonesin

general?56%46%45%42%41%41%38%31%30%29%28%24%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustheadphonestopicsrelating

toheadphonesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

headphones

do

youagree

with?”;

Multi

Pick;“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=286,

Lenovo

enthusiast,

n=1,169,

headphoneusersSources:

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

Lenovo

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

headphones,

theaverage

awarenessof

abrand

inBrazil

is60%.

Awareness

ofLenovo,however,

is

at90%.Awareness25%

ofBrazilian

headphoneusers

saytheylikeLenovo,

compared

toanindustryaverage

brandpopularity

of28%.13%

ofindustryusers

inBrazil

saythey

useLenovo,with

the

average

usageofabrandat18%.BuzzPopularity68%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

68%.Lenovo

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of19%compared

to

21%.Sooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Headphones

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,124,

respondents

who

know

the

individual

brand

(popularity),

n=1,124,

respondents

whoknow

the

individual

brand(usage),

n=149,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,124,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Lenovo

ranks

seventh

in

awareness

within

the

headphone

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLenovoRank#

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.1SamsungSony98%96%94%94%92%91%90%82%81%69%10%23Apple4PhilipsXiaomiPanasonicLenovoMultilaserJBL5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

90%

were

aware

of

Lenovo.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.90%N/A9Awareness10Huawei13

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

Lenovo

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLenovoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1JBL72%66%47%40%39%30%30%29%25%23%2SamsungAppleXiaomiSony25%34Outofconsumers

who

knew

thebrand,

25%

saidtheyliked

Lenovo.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.56Beats7Bose75%8PhilipsLenovoHyperX9PopularityN/A1014

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,124,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Lenovo

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofLenovoRank#

BrandUsage

%51%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toheadphones,

which

ofthefollowing

brandshaveyouused

inthe

past12

months?”.1JBL13%2SamsungAppleXiaomiSony49%331%Outofconsumers

who

knew

thebrand,

13%

saidtheyused

Lenovo.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.427%517%6HyperXAKG16%716%8BeatsBose15%87%914%UsageN/A10Edifier14%15

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,124,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Lenovo

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLenovo’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.1JBL2Apple83%32%3SamsungXiaomiHyperXBose79%476%576%675%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

headphones,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Sony74%68%8PhilipsAKG71%971%Outofrespondents

whohaveused

Lenovo,

68%

saidthey

would

usethebrand

again.LoyaltyN/A10Sennheiser69%16

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=149,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Lenovo

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLenovoRank#

BrandBuzz%53%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1JBL19%2SamsungApple50%347%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutLenovo

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.4XiaomiSony28%524%6HyperXLenovoBeats19%719%818%81%9PhilipsHuawei17%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,124,

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?

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