Brand KPIs for smart home Steck Smarteck in Brazil-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

smart

home:

SteckSmarteck

in

BrazilConsumer

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

SteckSmarteck’s

performanceinthe

smart

home

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202472%

of

Steck

Smarteck

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SteckSmarteck’s

brandingresonates

more

with?SteckSmarteck

ranksoutside

the

Top

10

inMillennialsawareness

withinthesmart

home

market?SteckSmarteck

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

SteckSmarteck

is13%?SteckSmarteck

ranksoutside

the

Top

10

inusage?Interms

of

loyalty,SteckSmarteck

is

seventh

inBrazil?Steck

Smarteck

hasascore

of12%

formedia

buzz?Among

Steck

Smarteck

enthusiasts,56%

fallunderthe

high-income

category?Consumers

want

theirsmart

home

brandstohavereliability,

authenticity,and

honesty

/trustworthiness3Sources:

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

Steck

Smarteck

at

72%Brand

profile:

snapshotBrand

performance

of

SteckSmarteck

inBrazil72%21%13%12%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smarthome

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=259,

respondents

who

know

the

individual

brand

(popularity),

n=259,

respondents

whoknow

the

individual

brand(usage),

n=25,

respondents

who

have

used

the

individual

brand

(loyalty),

n=259,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Steck

Smarteck’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSteckSmarteck

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSteck

Smarteck

islikedby3%

ofBaby

boomersand24%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and24%,

respectively.32%29%24%

24%ForMillennials

andGen

Z,

44%

and

29%

feel

positivelytowards

SteckSmarteck,

versus

41%

and32%.

Socurrently,

forSteckSmarteck,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmarthome,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=34,

SteckSmarteckenthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Steck

Smarteck

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SteckSmarteck

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SteckSmarteck

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%51%49%59%

ofmen

likeSteckSmarteckcompared

to

41%

of

women,

whereasfortheoverall

industry,51%

of

womenusesmart

home

compared

to

49%

ofmen.82%90%12%

ofSteck

Smarteck

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=34,

Steck

Smarteckenthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Steck

Smarteck

enthusiasts,

56%

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.6%8%Single36%18%12%CoupleSingleparentNuclear56%

ofSteck

Smarteck

enthusiastsarefrom

high-income

households.SteckSmarteck’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

65%

ofSteckSmarteck

enthusiastshavethiscurrent

living

situation.57%0%9%30%34%65%38%18%Multi-generational0%7%12%24%ExtendedOther25%0%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

smarthome,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=34,

SteckSmarteckenthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

smart

home

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

smart

homebrandsForsmart

home,

the

topthree

qualitiesusers

wantfrom

abrandarereliability,authenticity,andhonesty

/Authenticity100%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.80%60%40%20%0%SteckSmarteck

users

alsoappreciatethese

key

attributes,indicatingSteckSmarteck

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatSteckSmarteckenthusiastsare

least

focused

on

arehighvalueand

boldness.ReliabilityExclusivitySteckSmarteck

should

work

onpromoting

thrill/excitement

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smarthome,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=25,

SteckSmarteckusers’,n=34,

Steck

Smarteckenthusiast,

n=920,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Steck

Smarteck

fans,

74%

state

that

they

get

excited

about

smart

homeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsmart

home

ingeneral?82%74%68%65%65%48%38%38%37%37%32%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsmarthome

productsIliketotalkabouttopicsrelating

tosmart

homeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smarthome

do

youagreewith?”;

Multi

Pick;“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=34,

SteckSmarteckenthusiast,

n=920,

smarthome

usersSources:

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

Steck

Smarteck

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smart

home,

the

average

awarenessof

abrand

inBrazil

is60%.

Awareness

ofSteckSmarteck,

however,

isat21%.Awareness13%

ofBrazilian

smart

home

users

saytheylikeSteckSmarteck,

compared

to

anindustryaverage

brandpopularity

of31%.10%

ofindustryusers

inBrazil

saythey

useSteckSmarteck,

with

the

average

usageofabrandat18%.BuzzPopularity72%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.SteckSmarteck

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

24%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Smarthome

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=259,

respondents

who

know

the

individual

brand

(popularity),

n=259,

respondents

whoknow

the

individual

brand(usage),

n=25,

respondents

who

have

used

the

individual

brand

(loyalty),

n=259,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Steck

Smarteck

ranks

outside

the

Top

10

in

awareness

within

the

smart

homemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSteck

SmarteckRank#

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.1Samsung96%95%93%91%86%80%72%71%60%31%21%2LG3ElectroluxXiaomi45IntelbrasUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6MultilaserPositivo

Casa

InteligenteGoogle

NestPhilips

HueiRobot78Outofallrespondents,

21%

were

aware

of

SteckSmarteck.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.79%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

Steck

Smarteck

is

13%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSteckSmarteckRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Samsung69%54%46%41%38%36%30%30%24%24%13%2Electrolux3LG4IntelbrasOutofconsumers

who

knew

thebrand,

13%

saidtheyliked

SteckSmarteck.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.5Xiaomi6Google

NestPhilips

HuePositivo

Casa

InteligenteHoneywell

HomeMultilaser7887%9PopularityN/A1014

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=259,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Steck

Smarteck

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSteckSmarteckRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

smarthome,

which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Samsung10%2ElectroluxLG35%325%Outofconsumers

who

knew

thebrand,

10%

saidtheyused

SteckSmarteck.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.4Intelbras23%5Xiaomi21%6Google

NestHoneywell

HomeGeonav19%715%815%90%9MultilaserPositivo

Casa

Inteligente15%UsageN/A1015%15

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=259,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Steck

Smarteck

is

seventh

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSteckSmarteck’s

consumersRank#

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.1Samsung2Xiaomi85%28%3ElectroluxIntelbras82%480%5Google

NestPositivo

Casa

InteligenteSteckSmarteckLG77%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smart

home,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.772%72%872%9HouseasyWiZ69%Outofrespondents

whohaveused

SteckSmarteck,72%

saidthey

would

usethebrand

again.LoyaltyN/A1068%16

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=25,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Steck

Smarteck

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSteckSmarteckRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Samsung12%2ElectroluxLG42%332%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutSteck

Smarteck

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Intelbras28%5Google

NestXiaomi28%628%7iRobot21%8Positivo

Casa

InteligentePhilips

HueMultilaser20%88%918%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=259,

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

andunlocknewgrowthop