CONSUMER&

BRANDBrandKPIs

for

car

insurance:

SegurosBanorte

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

Seguros

Banorte’sperformance

inthe

carinsurancemarket.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,

asofNovember202473%

of

Seguros

Banorte

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Seguros

Banorte’s

branding

resonates

withGen

Z?Seguros

Banorte

ranksfourthinawareness

withinthesimilarly

to

other

brandsinthe

industrycarinsurancemarket?Seguros

Banorte

generally

appealsto

women

andmen

equally?Thepopularity

ratingof

Seguros

Banorte

is

25%?Seguros

Banorte

ranksseventh

inownership?Among

Seguros

Banorte

enthusiasts,33%

fall

underthe

high-income

category?Interms

of

loyalty,Seguros

Banorte

isseventh

inMexico?Consumers

want

theircarinsurancebrandsto

havehonesty

/trustworthiness,

reliability,

and

cleverness?Seguros

Banorte

hasascore

of

28%

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

for

Seguros

Banorte

at

81%Brand

profile:

snapshotBrand

performance

of

SegurosBanorte

inMexico81%73%28%25%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),n=1,009,

respondents

who

know

the

individual

brand

(popularity),

n=1,009,

respondentswho

know

the

individual

brand

(ownership),

n=113,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,009,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Seguros

Banorte’s

branding

resonates

with

Gen

Z

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%37%36%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSeguros

Banorte

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSeguros

Banorte

islikedby2%

of

Babyboomers

and

24%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

25%,

respectively.25%24%ForMillennials

andGen

Z,

38%

and

36%

feel

positivelytowards

Seguros

Banorte,

versus

37%

and

35%.

Socurrently,

forSeguros

Banorte,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=253,

SegurosBanorteenthusiast,

n=991,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Seguros

Banorte

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Seguros

Banorte

showsthatwomen

are

equally

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Seguros

Banorte

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%50%50%50%

ofwomen

likeSeguros

Banortecompared

to

50%

of

men,whereas

forthe

overall

industry,50%

of

women

owncarinsurancecompared

to

50%

of

men.90%91%8%

of

Seguros

Banorte

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

carinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=253,

SegurosBanorteenthusiast,

n=991,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Seguros

Banorte

enthusiasts,

33%

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%Single33%38%15%13%CoupleSingleparentNuclear33%

ofSeguros

Banorte

enthusiastsarefrom

high-income

households.Seguros

Banorte’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

15%

ofSeguros

Banorte

enthusiastshavethiscurrent

living

situation.8%7%30%34%37%29%33%Multi-generational10%10%37%23%23%ExtendedOther4%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

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=253,

SegurosBanorteenthusiast,

n=991,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

honesty

/

trustworthiness,reliability,

and

clevernessBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

honesty

/trustworthiness,

reliability,

andcleverness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Seguros

Banorte

owners

alsoappreciatethese

key

attributes,indicatingSegurosBanorte

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatSeguros

Banorteenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivitySeguros

Banorte

shouldwork

onpromoting

highvalueto

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carinsurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

carinsurance,which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=113,

SegurosBanorteowners’,n=253,

SegurosBanorteenthusiast,

n=991,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Seguros

Banorte

fans,

16%

state

that

they

get

excited

about

carinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?56%51%36%34%33%28%27%22%16%13%9%9%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustcarinsuranceproviderstopicsrelating

tocarinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carinsurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=253,

SegurosBanorteenthusiast,

n=991,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Seguros

Banorte

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinMexico

is63%.

Awareness

ofSeguros

Banorte,

however,

isat81%.Awareness25%

ofMexican

carinsuranceowners

saytheylikeSeguros

Banorte,

compared

toanindustryaveragebrandpopularityof

30%.11%

ofindustryowners

inMexico

saythey

ownSeguros

Banorte,

withtheaverage

ownership

of

abrandat13%.BuzzPopularity73%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of74%.Seguros

Banorte

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

31%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),n=1,009,

respondents

who

know

the

individual

brand

(popularity),

n=1,009,

respondentswho

know

the

individual

brand

(ownership),

n=113,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,009,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Seguros

Banorte

ranksfourth

in

awareness

within

the

car

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSeguros

BanorteRank#

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.1BBVA92%89%82%81%80%74%70%62%51%48%19%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?”.6QuálitasAfirme78Mapfre

SegurosZurichOutofallrespondents,

81%

were

aware

of

SegurosBanorte.

Thisranksthemfourthcompared

to

otherbrandssurveyed

inthismarket.81%9AwarenessN/A10ABA13

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

Seguros

Banorte

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSeguros

BanorteRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1QuálitasBBVA55%50%43%41%33%26%25%23%23%21%225%Grupo

Nacional

Provincial(G.N.P.)34AXAOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

Seguros

Banorte.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.5Mapfre

SegurosInbursa67Seguros

BanorteHDISegurosChubb75%89PopularityN/A10Afirme14

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,009,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Seguros

Banorte

ranks

seventh

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofSeguros

BanorteRank#

BrandUsage

%28%26%19%18%13%12%11%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.1BBVA11%2QuálitasGrupo

Nacional

Provincial(G.N.P.)3Outofconsumers

who

knew

thebrand,

11%

saidtheyowned

Seguros

Banorte.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.4AXA5Chubb6Mapfre

SegurosSeguros

BanorteHDISegurosInbursa7889%98%UsageN/A10Afirme7%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=1,009,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Seguros

Banorte

is

seventh

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSeguros

Banorte’s

consumersRank#

BrandLoyalty

%86%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.1QuálitasBBVAAXA285%27%383%Grupo

Nacional

Provincial(G.N.P.)482%5Mapfre

SegurosChubb79%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7Seguros

BanorteHDISegurosZurich73%73%871%971%Outofrespondents

whohaveowned

SegurosBanorte,

73%

saidthey

would

purchasethe

brandagain.LoyaltyN/A10Inbursa68%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=113,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Seguros

Banorte

has

a

score

of

28%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSeguros

BanorteRank#

BrandBuzz%52%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.)247%28%3AXA47%Outofconsumers

who

knew

thebrand,

28%

saidtheyhadheardaboutSeguros

Banorte

inthe

media.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.4Quálitas41%5Inbursa32%6Seguros

BanorteAfirme28%728%72%8Mapfre

SegurosHDISegurosChubb28%925%BuzzN/A1023%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,009,

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-drivende