CONSUMER&

BRANDBrandKPIs

for

health

insurance:

HDISeguros

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

HDISeguros’

performance

inthe

health

insurancemarket.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,

asofNovember202474%

of

HDI

Seguros

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??HDISeguros’

brandingresonates

more

with?HDISeguros

ranksoutsidetheTop10

inawarenessMillennialswithin

the

healthinsurance

market?HDISeguros

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

HDISeguros

is

21%?HDISeguros

ranksninth

inownership?Among

HDISeguros

enthusiasts,34%

fallunder

thehigh-income

category?Interms

of

loyalty,HDISeguros

iseighth

inMexico?HDISeguros

hasascore

of

24%

formedia

buzz?Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

socialresponsibility3Sources:

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

forHDI

Seguros

at

74%Brand

profile:

snapshotBrand

performance

of

HDISeguros

inMexico74%39%24%21%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=490,

respondents

who

know

the

individual

brand

(popularity),

n=490,

respondentswho

know

the

individual

brand

(ownership),

n=50,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=490,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HDI

Seguros’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHDISeguros

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatHDI

Seguros

islikedby2%

of

Babyboomers

and

16%of

Gen

Xers,whereas

the

total

shareof

industryusersis3%

and23%,

respectively.38%37%35%23%ForMillennials

andGen

Z,

47%

and

35%

feel

positivelytowards

HDISeguros,

versus

38%

and

37%.

So16%currently,

forHDISeguros,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

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=102,

HDISegurosenthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024HDI

Seguros

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

HDISeguros

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

HDISeguros

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

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

ofmen

likeHDISeguros

comparedto49%

of

women,

whereas

fortheoverall

industry,50%

ofwomen

ownhealthinsurance

compared

to50%

ofmen.87%90%10%

ofHDISeguros

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

health

insurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=102,

HDISegurosenthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

HDI

Seguros

enthusiasts,

34%

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%Single34%38%16%13%CoupleSingleparentNuclear34%

ofHDISeguros

enthusiastsarefrom

high-income

households.HDISeguros’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

16%

ofHDI

Segurosenthusiastshavethiscurrent

livingsituation.3%6%29%36%38%28%34%Multi-generational10%10%37%27%24%ExtendedOther2%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=102,

HDISegurosenthusiast,

n=949,

health

insurance

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%HDISeguros

owners

alsoappreciatethese

key

attributes,indicatingHDISeguros

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatHDISegurosenthusiastsare

least

focused

on

arethrill/excitement

andsustainability.ReliabilityExclusivityHDISeguros

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.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=50,

HDISegurosowners’,n=102,

HDISegurosenthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

HDI

Seguros

fans,

15%

state

that

they

get

excited

about

healthinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?54%48%40%34%30%27%25%23%16%15%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=102,

HDI

Segurosenthusiast,

n=949,health

insurance

ownersSources:

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

HDI

Seguros

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinMexico

is55%.

Awareness

ofHDISeguros,

however,

is

at39%.Awareness21%

ofMexican

health

insuranceowners

say

theylikeHDISeguros,

compared

to

anindustryaverage

brandpopularity

of27%.10%

ofindustryowners

inMexico

saythey

own

HDISeguros,

with

theaverage

ownership

of

abrand

at13%.BuzzPopularity74%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of70%.HDISeguros

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Health

insurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=490,

respondents

who

know

the

individual

brand

(popularity),

n=490,

respondentswho

know

the

individual

brand

(ownership),

n=50,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=490,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HDI

Seguros

ranks

outside

the

Top

10

in

awareness

within

the

health

insurancemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHDI

SegurosRank#

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%Grupo

Nacional

Provincial(G.N.P.)234Inbursa39%Seguros

BanorteAXA5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Metlife61%7Mapfre8Zurich

SantanderOutofallrespondents,

39%

were

aware

of

HDISeguros.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.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

HDI

Seguros

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHDI

SegurosRank#

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%21%2Grupo

Nacional

Provincial(G.N.P.)34AXAOutofconsumers

who

knew

thebrand,

21%

saidtheyliked

HDISeguros.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.5Mapfre6Seguros

BanorteSeguros

Monterrey

NewYork

Life78General

deSaludInbursa79%9PopularityN/A10HDISeguros14

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=490,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HDI

Seguros

ranks

ninth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofHDI

SegurosRank#

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

HDISeguros.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.4AXA17%Seguros

Monterrey

NewYork

Life511%6General

deSaludChubb11%710%8Mapfre10%90%9HDISegurosInbursa10%UsageN/A1010%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=490,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

HDI

Seguros

is

eighth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHDISeguros’

consumersRank#

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%26%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%74%8HDISegurosMapfre74%973%Outofrespondents

whohaveowned

HDISeguros,74%

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=50,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HDI

Seguros

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHDISegurosRank#

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.)24%248%3Metlife47%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutHDISeguros

inthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4AXA44%5Seguros

BanorteInbursa31%629%7Mapfre28%76%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=490,

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