CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

Prime

Cursos

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

Prime

Cursos’

performance

inthe

online

education

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202477%

of

Prime

Cursos

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Prime

Cursos’brandingresonates

more

with

Gen

X?Prime

Cursos

ranksfifthinawareness

within

theonlineeducation

service

market?Prime

Cursos

generally

appealstowomen

more

thanmen?Thepopularity

ratingof

Prime

Cursos

is47%?Prime

Cursos

ranksfourth

inusage?Among

PrimeCursos

enthusiasts,40%

fallunderthehigh-income

category?Interms

of

loyalty,Prime

Cursos

is

ninth

inBrazil?Prime

Cursoshasascore

of30%

formedia

buzz?Consumers

want

theironlineeducation

servicebrandstohavereliability,

honesty

/trustworthiness,andauthenticity3Sources:

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

forPrime

Cursos

at

77%Brand

profile:

snapshotBrand

performance

of

Prime

Cursos

inBrazil77%47%45%30%29%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

services‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=556,

respondents

who

know

the

individual

brand

(popularity),

n=556,respondents

who

know

the

individual

brand

(usage),

n=164,

respondents

who

have

used

the

individual

brand

(loyalty),

n=556,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Prime

Cursos’

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePrime

Cursos

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatPrime

Cursosislikedby4%of

Baby

boomers

and29%of

Gen

Xers,whereas

the

total

shareof

industryusersis3%

and26%,

respectively.33%29%26%26%ForMillennials

andGen

Z,

41%

and

26%

feel

positivelytowards

Prime

Cursos,versus

39%

and33%.

Socurrently,

forPrime

Cursos,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.4%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=259,

PrimeCursos

enthusiast,

n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Prime

Cursos

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Prime

Cursos

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Prime

Cursos

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%61%61%

ofwomen

likePrime

Cursoscompared

to

39%

of

men,whereas

forthe

overall

industry,52%

of

women

useonlineeducation

services

compared

to48%

ofmen.92%90%5%

of

Prime

Cursos

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.39%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=259,PrimeCursos

enthusiast,

n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Prime

Cursos

enthusiasts,

40%

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%Single33%31%40%10%14%CoupleSingleparentNuclear40%

ofPrime

Cursos

enthusiastsarefrom

high-income

households.Prime

Cursos’

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

45%

ofPrime

Cursos

enthusiastshavethiscurrent

living

situation.10%10%45%37%28%Multi-generational9%8%36%19%21%32%ExtendedOther3%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

online

education

services,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=259,

PrimeCursos

enthusiast,n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

education

service

brands

to

have

reliability,honesty

/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

onlineeducation

servicebrandsForonline

education

services,

thetopthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Prime

Cursos

users

alsoappreciatethese

key

attributes,indicatingPrimeCursosexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatPrimeCursosenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityPrime

Cursos

should

work

on

promotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/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=164,

PrimeCursos

users’,n=259,

PrimeCursos

enthusiast,

n=1,083,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Prime

Cursos

fans,

51%

state

that

they

get

excited

about

onlineeducation

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?51%51%47%45%42%40%38%35%34%32%29%28%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=259,

PrimeCursosenthusiast,

n=1,083,

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.1177%

of

Prime

Cursos

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinBrazil

is45%.Awareness

ofPrime

Cursos,however,

isat45%.Awareness47%

ofBrazilian

onlineeducation

service

userssaythey

likePrime

Cursos,compared

to

anindustryaverage

brand

popularity

of35%.28%

ofindustryusers

inBrazil

saythey

usePrimeCursos,with

theaverage

usageof

abrand

at25%.BuzzPopularity77%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Prime

Cursos

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of30%compared

to

25%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Online

education

services‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=556,

respondents

who

know

the

individual

brand

(popularity),

n=556,respondents

who

know

the

individual

brand

(usage),

n=164,

respondents

who

have

used

the

individual

brand

(loyalty),

n=556,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Prime

Cursos

ranks

fifth

in

awareness

within

the

online

education

servicemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPrime

CursosRank#

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.1UOLEduca??o79%78%78%73%45%43%42%36%36%35%2Duolingo3Hotmart4LinkedInLearningPrime

CursosUdemy45%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.55%67MasterClassEduk8Outofallrespondents,

45%

were

aware

of

PrimeCursos.

Thisranksthemfifth

compared

to

otherbrandssurveyed

inthismarket.9CourseraAwarenessN/A10AprendeAí13

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

Prime

Cursos

is

47%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPrime

CursosRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Duolingo74%57%47%45%42%40%38%34%33%32%2Hotmart3Prime

CursosLinkedInLearningUOLEduca??oUdemy447%Outofconsumers

who

knew

thebrand,

47%

saidtheyliked

Prime

Cursos.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.553%67Coursera8AprendeAíEduk9PopularityN/A10MasterClass14

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=556,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Prime

Cursos

ranks

fourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPrime

CursosRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1Duolingo2Hotmart46%29%3LinkedInLearningPrime

CursosUdemy30%Outofconsumers

who

knew

thebrand,

28%

saidtheyused

Prime

Cursos.

Thisranksthemfourthcomparedtootherbrandssurveyed

inthismarket.429%529%6UOLEduca??oAprendeAíCoursera26%726%71%822%9Eduk20%UsageN/A10Veduca18%15

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=556,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Prime

Cursos

is

ninth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPrime

Cursos’

consumersRank#

BrandLoyalty

%87%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.1Duolingo23%2Udemy85%3Hotmart84%4Coursera82%5KhanAcademyAprendeAí81%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

educationservices,

which

ofthefollowing

brandsare

youlikelytouseagain

inthefuture?”.7LinkedInLearningCodecademyPrime

CursosUOLEduca??o80%77%878%977%Outofrespondents

whohaveused

Prime

Cursos,77%saidthey

would

usethebrand

again.LoyaltyN/A1076%16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=164,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Prime

Cursos

has

a

score

of

30%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPrime

CursosRank#

BrandBuzz%59%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Duolingo2Hotmart52%30%3LinkedInLearningUOLEduca??oPrime

CursosAprendeAíUdemy35%Outofconsumers

who

knew

thebrand,

30%

saidtheyhadheardaboutPrime

Cursos

inthe

media.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.431%530%627%727%70%8Coursera24%9MasterClassEduk23%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=556,

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-drivendecis