CONSUMER&

BRANDBrandKPIs

for

car

insurance:Santander

Seguros

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.

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

SantanderSeguros’performance

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,

asofNovember202481%

of

Santander

Seguros

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SantanderSeguros’

branding

resonates

more

with?SantanderSeguros

rankssixthinawareness

withinMillennialsthe

carinsurance

market?SantanderSeguros

generally

appealsto

women?Thepopularity

ratingof

SantanderSeguros

is

24%more

than

men?SantanderSeguros

ranksoutsidetheTop10

in?Among

Santander

Seguros

enthusiasts,35%

fallownershipunderthe

high-income

category?Interms

of

loyalty,SantanderSeguros

issecond

in?Consumers

want

theircarinsurancebrandsto

haveBrazilhonesty

/trustworthiness,

reliability,

and

authenticity?SantanderSeguros

hasascore

of

22%

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

Santander

Seguros

at

84%Brand

profile:

snapshotBrand

performance

of

Santander

SegurosinBrazil84%81%24%22%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=1,054,

respondents

who

know

the

individual

brand

(popularity),

n=1,054,

respondentswho

know

the

individual

brand

(ownership),

n=93,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,054,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Santander

Seguros’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSantanderSeguros

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSantanderSeguros

islikedby2%

of

Babyboomers

and

21%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

26%,

respectively.33%29%26%21%ForMillennials

andGen

Z,

44%

and

33%

feel

positivelytowards

SantanderSeguros,

versus

41%

and

29%.

Socurrently,

forSantanderSeguros,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.4%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=251,

Santander

Segurosenthusiast,

n=862,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Santander

Seguros

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SantanderSeguros

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SantanderSeguros

hasasimilar

proportion

of

LGBTQIA+48%52%57%56%

ofwomen

likeSantanderSeguroscompared

to

43%

of

men,whereas

forthe

overall

industry,52%

of

men

own

carinsurancecompared

to

48%

of

women.90%91%consumers

when

compared

totheindustryusers

ingeneral.8%

of

SantanderSeguros

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.43%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=251,

SantanderSegurosenthusiast,

n=862,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Santander

Seguros

enthusiasts,

35%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.10%9%Single35%40%10%12%CoupleSingleparentNuclear35%

ofSantanderSeguros

enthusiastsarefrom

high-income

households.SantanderSeguros’

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,11%

ofSantanderSeguros

enthusiastshavethiscurrent

livingsituation.6%6%32%40%41%31%29%Multi-generational11%9%22%20%33%ExtendedOther2%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

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=251,

Santander

Segurosenthusiast,

n=862,carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

honesty

/

trustworthiness,reliability,

and

authenticityBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

honesty

/trustworthiness,

reliability,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%SantanderSeguros

owners

alsoappreciate

these

key

attributes,indicating

SantanderSeguros

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatSantanderSegurosenthusiastsare

least

focused

on

arethrill/excitement

andhigh

value.ReliabilityExclusivityInnovationInclusivenessFriendlinessSantanderSeguros

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=93,

Santander

Segurosowners’,

n=251,

Santander

Segurosenthusiast,

n=862,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Santander

Seguros

fans,

31%

state

that

they

get

excited

about

carinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?49%47%37%34%34%31%30%30%27%26%23%19%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=251,

Santander

Segurosenthusiast,

n=862,

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.1181%

of

Santander

Seguros

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinBrazil

is60%.

Awareness

ofSantanderSeguros,

however,

is

at84%.Awareness24%

ofBrazilian

carinsuranceowners

say

theylikeSantanderSeguros,

compared

toanindustryaveragebrandpopularityof

28%.9%

of

industryowners

inBrazil

say

theyownSantanderSeguros,

withtheaverage

ownership

ofabrandat10%.BuzzPopularity81%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.SantanderSeguros

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

22%

compared

to22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=1,054,

respondents

who

know

the

individual

brand

(popularity),

n=1,054,

respondentswho

know

the

individual

brand

(ownership),

n=93,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,054,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Santander

Seguros

ranks

sixth

in

awareness

within

the

car

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSantander

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.1Bradesco

Seguro92%88%86%86%85%84%69%60%57%53%16%2ItaúSeguros3CaixaSeguradoraBBSeguros45Porto

SegurosSantander

SegurosAllianzUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Liberty

SegurosMapfre

SegurosAzul

SegurosOutofallrespondents,

84%

were

aware

of

SantanderSeguros.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.84%N/A9Awareness1013

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

Santander

Seguros

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSantander

SegurosRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Porto

Seguros51%41%36%35%33%31%30%29%28%28%24%2Bradesco

SeguroAllianz34TokioMarine

SeguradoraItaúSegurosOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

SantanderSeguros.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.56Mapfre

SegurosCaixaSeguradoraBBSeguros776%89Liberty

SegurosHDISegurosPopularityN/A1014

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,054,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Santander

Seguros

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofSantander

SegurosRank#

BrandUsage

%22%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.9%1Porto

Seguros2Bradesco

SeguroHDISeguros18%313%Outofconsumers

who

knew

thebrand,

9%

saidtheyowned

SantanderSeguros.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4CaixaSeguradoraAllianz13%512%6BBSeguros12%7TokioMarine

SeguradoraItaúSeguros11%811%91%9Azul

Seguros10%UsageN/A10Liberty

Seguros9%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=1,054,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Santander

Seguros

is

second

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSantander

Seguros’

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.1Porto

Seguros19%2Santander

SegurosTokioMarine

SeguradoraBradesco

SeguroItaúSeguros81%381%481%580%6CaixaSeguradoraAllianz79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.774%8Zurich74%81%9Youse

Auto71%Outofrespondents

whohaveowned

SantanderSeguros,

81%

saidthey

would

purchasethe

brandagain.LoyaltyN/A10Mapfre

Seguros70%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=93,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Santander

Seguros

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSantander

SegurosRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bradesco

Seguro22%2Porto

SegurosAllianz37%334%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutSantanderSeguros

inthe

media.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.4ItaúSeguros29%5BBSeguros28%6Santander

SegurosCaixaSeguradoraMapfre

SegurosLiberty

SegurosTokioMarine

Seguradora22%722%821%78%920%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,054,

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

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