CONSUMER&

BRANDBrandKPIs

for

health

insurance:Inbursa

in

MexicoConsumer

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,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Inbursa’sperformance

inthehealthinsurance

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202468%

of

Inbursa

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Inbursa’sbrandingresonates

more

with

Gen

Z?Inbursagenerally

appealsto

women

more

than

men?Inbursaranksthirdinawareness

withinthehealthinsurancemarket?Thepopularity

ratingof

Inbursais23%?Inbursarankstenthinownership?Among

Inbursa

enthusiasts,37%

fallunderthe

high-income

category?Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

socialresponsibility?Interms

of

loyalty,Inbursaisoutside

the

Top

10

inMexico?Inbursahasascore

of

29%

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.4Awarenessis

the

highest

scoring

KPI

forInbursa

at

82%Brand

profile:

snapshotBrand

performance

of

InbursainMexico82%68%29%23%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,018,

respondents

who

know

the

individual

brand

(popularity),

n=1,018,respondents

who

know

the

individual

brand

(ownership),

n=103,

respondents

who

have

owned

the

individual

brand(loyalty),

n=1,018,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Inbursa’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%38%

38%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeInbursabygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatInbursais

likedby2%

of

Babyboomers

and20%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

23%,

respectively.23%20%ForMillennials

andGen

Z,

38%

and

41%

feel

positivelytowards

Inbursa,versus

38%

and

37%.

Socurrently,

forInbursa,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=237,

Inbursa

enthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Inbursa

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Inbursashows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Inbursahasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%50%50%51%

ofwomen

likeInbursacompared

to49%

ofmen,

whereas

for

the

overallindustry,50%

of

women

own

healthinsurancecompared

to

50%

of

men.90%87%11%

ofInbursaenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

health

insurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=237,

Inbursaenthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Inbursa

enthusiasts,

37%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.6%6%Single37%38%11%13%CoupleSingleparentNuclear37%

ofInbursaenthusiastsarefromhigh-income

households.Inbursa’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

29%

ofInbursaenthusiastshavethiscurrent

livingsituation.7%6%29%28%34%35%38%Multi-generational8%10%29%24%34%ExtendedOther3%3%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

health

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=237,

Inbursa

enthusiast,

n=949,

healthinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

health

insurance

brands

to

have

honesty

/trustworthiness,

reliability,

and

social

responsibilityBrand

profile:

qualitiesQualitiesownerswant

from

healthinsurancebrandsForhealth

insurance,thetopthreequalitiesowners

want

fromabrandarehonesty

/trustworthiness,

reliability,

andsocial

responsibility.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Inbursaowners

also

appreciatethesekey

attributes,indicating

Inbursaexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatInbursa

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInbursashouldwork

on

promotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

health

insurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tohealthinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

healthinsurance,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=103,

Inbursa

owners’,n=237,

Inbursa

enthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Inbursa

fans,

17%

state

that

they

get

excited

about

health

insuranceprovidersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?48%45%35%35%34%30%27%23%17%14%13%11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

healthinsurance

topicsrelating

toprovidershealthinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

health

insurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

health

insurance,

whichofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=237,

Inbursa

enthusiast,

n=949,

healthinsurance

ownersSources:

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

Inbursa

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinMexico

is55%.

Awareness

ofInbursa,however,

is

at82%.Awareness23%

ofMexican

health

insuranceowners

say

theylikeInbursa,compared

to

anindustryaverage

brandpopularity

of27%.10%

ofindustryowners

inMexico

saythey

ownInbursa,with

the

average

ownership

ofabrandat13%.BuzzPopularity68%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of70%.Inbursahasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,018,

respondents

who

know

the

individual

brand

(popularity),

n=1,018,respondents

who

know

the

individual

brand

(ownership),

n=103,

respondents

who

have

owned

the

individual

brand(loyalty),

n=1,018,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Inbursa

ranks

third

in

awareness

within

the

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofInbursaRank#

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.1BBVA91%88%82%80%77%74%61%58%57%44%18%Grupo

Nacional

Provincial(G.N.P.)234InbursaSeguros

BanorteAXA5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Metlife7Mapfre8Zurich

SantanderOutofallrespondents,

82%

were

aware

of

Inbursa.Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.82%Seguros

Monterrey

NewYork

Life9AwarenessN/A10Allianz13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Inbursa

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofInbursaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1MetlifeBBVA53%52%44%38%32%26%26%24%23%21%23%2Grupo

Nacional

Provincial(G.N.P.)34AXAOutofconsumers

who

knew

thebrand,

23%

saidtheyliked

Inbursa.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.5Mapfre6Seguros

BanorteSeguros

Monterrey

NewYork

Life777%8General

deSaludInbursa9PopularityN/A10HDISeguros14

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,018,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Inbursa

ranks

tenth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofInbursaRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.1BBVA10%2Metlife22%Grupo

Nacional

Provincial(G.N.P.)321%Outofconsumers

who

knew

thebrand,

10%

saidtheyowned

Inbursa.This

ranksthemtenthcompared

toother

brandssurveyed

inthismarket.4AXA17%Seguros

Monterrey

NewYork

Life511%6General

deSaludChubb11%710%8Mapfre10%90%Usage9HDISegurosInbursa10%N/A1010%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=1,018,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Inbursa

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofInbursa’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1MetlifeAllianz286%32%Grupo

Nacional

Provincial(G.N.P.)383%4BBVA83%Seguros

Monterrey

NewYork

Life582%6Zurich

SantanderAXA77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.777%68%8HDISegurosMapfre74%973%Outofrespondents

whohaveowned

Inbursa,68%saidthey

would

purchasethebrandagain.LoyaltyN/A10Chubb71%16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=103,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Inbursa

has

a

score

of

29%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofInbursaRank#

BrandBuzz%56%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BBVAGrupo

Nacional

Provincial(G.N.P.)248%29%3Metlife47%Outofconsumers

who

knew

thebrand,

29%

saidtheyhadheardaboutInbursainthemedia.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.4AXA44%5Seguros

BanorteInbursa31%629%7Mapfre28%71%8HDISegurosChubb24%922%BuzzN/A10Allianz21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,018,

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

andunlocknewgrowthopport