Brand KPIs for online education services：UTEL (Universidad Tecnológica Lationamericana) in Mexiko英文培訓(xùn)課件

CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

UTEL

(UniversidadTecnológica

Lationamericana)

inMexicoConsumer

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

UTEL(Universidad

TecnológicaLationamericana)’s

performance

inthe

onlineeducation

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202474%

of

UTEL

(Universidad

Tecnológica

Lationamericana)

users

display

loyaltytowards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??UTEL(Universidad

Tecnológica

Lationamericana)’sbrandingresonates

more

withMillennials?UTEL(Universidad

Tecnológica

Lationamericana)ranksseventh

inawareness

withintheonlineeducation

service

market?UTEL(Universidad

Tecnológica

Lationamericana)generally

appealstowomen

more

than

men?Thepopularity

ratingof

UTEL(UniversidadTecnológica

Lationamericana)

is

27%?Among

UTEL(Universidad

TecnológicaLationamericana)

enthusiasts,43%

fallunderthehigh-

?UTEL(Universidad

Tecnológica

Lationamericana)income

categoryranksoutsidethe

Top

10

inusage?Consumers

want

theironlineeducation

servicebrandstohavecleverness,

honesty

/trustworthiness,andreliability?Interms

of

loyalty,UTEL(Universidad

TecnológicaLationamericana)

is

eighthinMexico?UTEL(Universidad

Tecnológica

Lationamericana)

hasascore

of28%

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

forUTEL

(Universidad

TecnológicaLationamericana)

at

74%Brand

profile:

snapshotBrand

performance

of

UTEL(Universidad

Tecnológica

Lationamericana)

inMexico74%53%28%27%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=658,

respondents

who

know

the

individual

brand

(popularity),

n=658,respondents

who

know

the

individual

brand

(usage),

n=62,

respondents

who

have

used

the

individual

brand

(loyalty),

n=658,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024UTEL

(Universidad

Tecnológica

Lationamericana)’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUTEL(Universidad

TecnológicaLationamericana)

bygeneration

versus

the

share

ofindustryusers

ingeneral,

we

cansee

thatUTEL(Universidad

Tecnológica

Lationamericana)

isliked

by3%

of

Babyboomers

and

23%

of

Gen

Xers,whereas

thetotalshare

ofindustryusers

is3%

and21%,respectively.37%28%23%21%ForMillennials

andGen

Z,

46%

and

28%

feel

positivelytowards

UTEL(Universidad

TecnológicaLationamericana),

versus

40%

and37%.

So

currently,forUTEL(Universidad

Tecnológica

Lationamericana),Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

education

services,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=176,

UTEL(Universidad

Tecnológica

Lationamericana)

enthusiast,

n=1,003,

onlineeducation

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024UTEL

(Universidad

Tecnológica

Lationamericana)

generally

appeals

to

womenmorethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

UTEL(UniversidadTecnológica

Lationamericana)

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

UTEL(UniversidadTecnológica

Lationamericana)

hasasimilar

proportion

of

LGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.51%49%59%59%

ofwomen

likeUTEL(UniversidadTecnológica

Lationamericana)

comparedto41%

of

men,whereas

fortheoverallindustry,51%

of

women

useonlineeducation

services

compared

to49%

ofmen.93%91%41%6%

of

UTEL(Universidad

TecnológicaLationamericana)

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

online

education

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=176,UTEL(Universidad

Tecnológica

Lationamericana)

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

UTEL

(Universidad

Tecnológica

Lationamericana)

enthusiasts,

43%

fallunder

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.3%5%Single35%31%34%12%11%43%CoupleSingleparentNuclear43%

ofUTEL(Universidad

TecnológicaLationamericana)

enthusiastsarefromhigh-income

households.UTEL(Universidad

TecnológicaLationamericana)’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

47%

ofUTEL(Universidad

TecnológicaLationamericana)

enthusiastshavethiscurrent

living

situation.8%8%47%37%32%Multi-generational10%9%17%26%ExtendedOther26%3%4%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

online

education

services,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=176,

UTEL(Universidad

Tecnológica

Lationamericana)

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

education

service

brands

to

have

cleverness,honesty

/

trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

onlineeducation

servicebrandsForonline

education

services,

thetopthree

qualitiesusers

want

from

abrandarecleverness,

honesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness,

andreliability.60%40%20%0%UTEL(Universidad

TecnológicaLationamericana)

users

alsoappreciatethese

key

attributes,indicatingUTEL(Universidad

TecnológicaSocialresponsibilityCoolnessLationamericana)

exudes

these

qualities.ReliabilityExclusivityThequalitiesthatUTEL(UniversidadTecnológica

Lationamericana)InnovationInclusivenessFriendlinessenthusiastsare

least

focused

on

areboldness

and

thrill/excitement.HighvalueUTEL(Universidad

TecnológicaLationamericana)

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.Honesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

online

education

services,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toonline

education

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

online

education

services,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=62,

UTEL(Universidad

Tecnológica

Lationamericana)

users’,n=176,

UTEL(UniversidadTecnológica

Lationamericana)

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

UTEL

(Universidad

Tecnológica

Lationamericana)

fans,

39%

state

thatthey

get

excited

about

online

education

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?48%48%40%40%40%39%33%32%29%27%14%11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

onlineeducation

topicsrelating

toservicesonlineeducationservicesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

online

education

servicesdo

youagreewith?”;

Multi

Pick;“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=176,

UTEL(Universidad

Tecnológica

Lationamericana)

enthusiast,

n=1,003,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

UTEL

(Universidad

Tecnológica

Lationamericana)

users

display

loyaltytowards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinMexico

is

52%.Awareness

ofUTEL(Universidad

TecnológicaLationamericana),

however,

isat53%.Awareness27%

ofMexican

online

education

service

users

saythey

likeUTEL(Universidad

TecnológicaLationamericana),

compared

toanindustryaveragebrandpopularityof

38%.BuzzPopularity9%

of

industryusers

inMexico

saythey

useUTEL(Universidad

Tecnológica

Lationamericana),

with

theaverage

usageofabrandat22%.74%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.UTEL(Universidad

Tecnológica

Lationamericana)

hasbeen

noticed

lessinthemedia

compared

to

otherbrands,with

a“Buzz”score

of

28%

compared

to31%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Online

education

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=658,

respondents

who

know

the

individual

brand

(popularity),

n=658,respondents

who

know

the

individual

brand

(usage),

n=62,

respondents

who

have

used

the

individual

brand

(loyalty),

n=658,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024UTEL

(Universidad

Tecnológica

Lationamericana)

ranks

seventh

in

awarenesswithin

the

online

education

service

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUTEL

(UniversidadTecnológicaLationamericana)Rank#

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.123456OpenEnglish88%87%79%78%64%55%Tecnólogico

deMonterreyIPN(Instituto

PolitécnicoNacional)Duolingo47%LinkedInLearning53%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.Universidad

deGuadalajaraUTEL(UniversidadTecnológicaLationamericana)753%Outofallrespondents,

53%

were

aware

of

UTEL(Universidad

Tecnológica

Lationamericana).

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.8AnáhuacOnline50%41%36%Universidad

AbiertayaDistancia

Mexico9AwarenessN/A10Udemy13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

UTEL

(Universidad

Tecnológica

Lationamericana)

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUTEL

(UniversidadTecnológicaLationamericana)Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Duolingo72%48%45%45%44%42%37%36%35%33%2OpenEnglish27%IPN(Instituto

PolitécnicoNacional)3Universidad

AbiertayaDistancia

Mexico4Outofconsumers

who

knew

thebrand,

27%

saidtheyliked

UTEL(Universidad

Tecnológica

Lationamericana).Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.5Tecnólogico

deMonterreyCoursera67Udemy73%8KhanAcademy9LinkedInLearningUniversidad

deGuadalajaraPopularityN/A1014

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=658,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024UTEL

(Universidad

Tecnológica

Lationamericana)

ranks

outside

the

Top

10

inusageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofUTEL

(UniversidadTecnológicaLationamericana)Rank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.9%1Duolingo2Coursera33%3OpenEnglishKhanAcademyUdemy28%Outofconsumers

who

knew

thebrand,

9%

saidtheyused

UTEL(Universidad

Tecnológica

Lationamericana).Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.427%527%6DomestikaLinkedInLearning24%724%Universidad

AbiertayaDistancia

Mexico817%91%9edX17%IPN(Instituto

PolitécnicoNacional)UsageN/A1015%15

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=658,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

UTEL

(Universidad

Tecnológica

Lationamericana)

is

eighth

inMexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUTEL

(UniversidadTecnológicaLationamericana)’s

consumersRank#

BrandLoyalty

%91%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.1234567DuolingoTecnólogico

deMonterreyUniversidad

deGuadalajara81%26%80%Universidad

AbiertayaDistancia

Mexico78%OpenEnglishDomestikaUdemy77%75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

educationservices,

which

ofthefollowing

brandsare

youlikelytouseagain

inthefuture?”.75%74%UTEL(UniversidadTecnológicaLationamericana)874%9edX73%73%Outofrespondents

whohaveused

UTEL(UniversidadTecnológica

Lationamericana),

74%

saidthey

wouldusethe

brandagain.LoyaltyN/A10Coursera16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=62,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024UTEL

(Universidad

Tecnológica

Lationamericana)

has

a

score

of

28%

for

mediabuzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUTEL

(UniversidadTecnológicaLationamericana)Rank#

BrandBuzz%64%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1234567DuolingoOpenEnglishDomestika61%28%36%Outofconsumers

who

knew

thebrand,

28%

saidtheyhadheardaboutUTEL(Universidad

TecnológicaLationamericana)

inthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.Tecnólogico

deMonterreyLinkedInLearningCoursera36%32%31%IPN(Instituto

PolitécnicoNacional)29%72%UTEL(UniversidadTecnológicaLationamericana)828%9KhanAcademy25%25%BuzzN/A10Udemy17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=658,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetter