Brand KPIs for neobanking N26 in the United States-英文培訓(xùn)課件2025.4

CONSUMER&

BRANDBrandKPIs

for

neobanking

&neobrokerage:

N26

in

the

UnitedStatesConsumer

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.

2500Ourdataallows

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

N26’s

performance

intheneobanking

&neobrokerage

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202450%

of

N26

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??N26’s

brandingresonates

more

with

Millennials?N26

generally

appealstomen

more

than

women?N26

ranksoutside

the

Top

10

inawareness

within

theneobanking

&neobrokerage

market?Thepopularity

ratingof

N26

is13%?N26

ranksoutside

the

Top

10

inusage?Among

N26

enthusiasts,43%

fallunderthe

high-income

category?Consumers

want

theirneobanking

&neobrokeragebrandstohavehonesty

/trustworthiness,

reliability,andauthenticity?Interms

of

loyalty,N26

is

outsidethe

Top

10

intheUnited

States?N26

hasascore

of8%

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

forN26

at

50%Brand

profile:

snapshotBrand

performance

of

N26intheUnited

States50%13%13%11%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=157,

respondents

who

know

the

individual

brand

(popularity),

n=157,respondents

who

know

the

individual

brand

(usage),

n=18,

respondents

who

have

used

the

individual

brand

(loyalty),

n=157,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024N26’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations71%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeN26

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatN26islikedby0%

of

Babyboomers

and14%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is5%

and25%,

respectively.42%28%ForMillennials

andGen

Z,

71%

and

14%

feel

positivelytowards

N26,

versus

42%

and28%.

So

currently,

forN26,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.25%14%14%5%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=21,

N26

enthusiast,

n=754,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024N26

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

N26

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

N26

hasahigherproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.13%84%19%43%57%45%55%56%

ofmen

likeN26

compared

to

43%of

women,

whereas

forthe

overallindustry,55%

of

men

useneobanking

&neobrokerage

compared

to

45%

ofwomen.76%19%

ofN26

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to13%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=21,N26

enthusiast,

n=754,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

N26

enthusiasts,

43%

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.0%Single25%35%5%43%CoupleSingleparentNuclear43%

ofN26

enthusiastsarefrom

high-income

households.N26’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

43%

ofN26

enthusiastshavethiscurrent

livingsituation.12%12%29%14%43%36%29%21%Multi-generational0%6%43%24%15%ExtendedOther0%10%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

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=21,

N26

enthusiast,

n=754,

neobanking

&

neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

neobanking

&

neobrokeragebrands

to

have

honesty

/trustworthiness,

reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

neobanking&neobrokerage

brandsForneobanking

&neobrokerage,

the

topthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,

reliability,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%However,

forN26

users

the

top

3attributesthey

actuallywant

areboldness,

high

value,andcoolness.SocialresponsibilityCoolnessThequalitiesthatN26

enthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityN26

should

work

on

promotingcleverness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“Whenit

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=18,

N26

users’,n=21,

N26

enthusiast,

n=754,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

N26

fans,

48%

state

that

they

get

excited

about

neobanking

&neobrokerageservicesBrand

profile:

attitudesWhat

doconsumersthink

ofneobanking&neobrokerage

ingeneral?52%52%48%38%38%29%24%22%21%19%18%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutneobanking

topicsrelating

toIget

excitedIliketotalkabout&neobrokerageservicesneobanking

&neobrokerageBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

neobanking

&neobrokerage

do

youagree

with?”;

Multi

Pick;“When

it

comesto

neobanking

&neobrokerage,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=21,

N26enthusiast,

n=754,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1150%

of

N26

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

neobanking

&neobrokerage,

theaverage

awareness

of

abrandinthe

United

Statesis32%.

Awareness

of

N26,

however,

isat13%.Awareness13%

ofU.S.

neobanking

&neobrokerage

users

saythey

likeN26,

compared

to

anindustryaverage

brandpopularity

of23%.11%

ofindustryusers

intheUnitedStatessaythey

useN26,

with

the

average

usageofabrandat18%.BuzzPopularity50%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

64%.N26

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of8%

compared

to22%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=157,

respondents

who

know

the

individual

brand

(popularity),

n=157,respondents

who

know

the

individual

brand

(usage),

n=18,

respondents

who

have

used

the

individual

brand

(loyalty),

n=157,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024N26

ranks

outside

the

Top

10

in

awareness

within

the

neobanking

&neobrokeragemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofN26Rank#

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.1ChimeSoFi79%57%54%49%49%43%37%30%29%25%13%23RobinhoodE*TRADEAcornsDave45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Varo8GoBankCurrentRevolutOutofallrespondents,

13%

were

aware

of

N26.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.87%Awareness9N/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

N26

is

13%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofN26Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1ChimeDave57%33%30%28%27%27%26%25%22%21%13%23RobinhoodAcornsGoBankCurrentE*TRADESoFi4Outofconsumers

who

knew

thebrand,

13%

saidtheyliked

N26.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567887%Popularity9VaroN/A10Revolut14

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=157,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024N26

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofN26Rank#

BrandUsage

%45%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toneobanking

&neobrokerage,

which

of

the

followingbrandshaveyou

usedinthepast12

months?”.1Chime11%2Dave29%3CurrentRobinhoodGoBankVaro23%Outofconsumers

who

knew

thebrand,

11%

saidtheyused

N26.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.420%520%619%7HMBradleyAcornsSoFi18%818%89%Usage918%N/A10E*TRADE16%15

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=157,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

N26

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofN26’s

consumersRank#

BrandLoyalty

%88%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.1Chime2E*TRADESoFi77%375%4RobinhoodSable75%50%50%571%6Wise70%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

neobanking

&neobrokerage,

which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7RevolutAcornsGoBankMyBambu69%868%967%Outofrespondents

whohaveused

N26,

50%

saidtheywould

usethe

brandagain.LoyaltyN/A1064%16

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

MultiPick;Base:

n=18,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024N26

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofN26Rank#

BrandBuzz%56%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1ChimeDave237%3E*TRADEAcornsRobinhoodSoFi30%Outofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutN26

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.429%527%626%7CurrentGoBankBMTX25%824%92%Buzz921%N/A10eToro21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=157,

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.?

Identi