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CONSUMERS&BRANDSCar
insurance:
Quálitascustomers
in
MexicoConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofQuálitascustomers
inMexico:
who
theyare;
whatthey
like;
what
theythink;and
how
toreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
toRegion:
56countriesbenchmark
Quálitascustomers
inMexico
(’’brandusers’’)
againstMexican
carinsuranceholders
ingeneral
(’’category
users’’),
and
theoverall
Mexicanonliner,
labelled
as’’all
respondents’’
inthe
charts.Numberof
respondents:?
12,000+
forcountries
with
theextended
survey(including
Mexico)?
2,000+
forthebasicsurveyThereport
isupdatedquarterly
andisbased
on
dataSample:
Internet
users,
aged18–64,quotasset
ongender
and
agefrom
theConsumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than15,000brandsacross
56
countries.Fieldwork:?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsWith
a
user
share
of
15%,
Quálitas
is
one
of
the
top
3
car
insurance
brands
inMexicoManagement
summary:
brandusageand
competitionTop10
most
used
car
insurance
brandsinMexicoAXABBVA19%17%QuálitasG.N.P15%15%BanorteMapfreInbursaHDI5%5%4%3%3%ABAZurich2%4Notes:"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=475,
carinsurance
holdersConsumer
Insights
Global
as
of
August
2023Sources:Quálitas
customers
in
MexicoManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsQuálitashasahighshareof
customersthatare
Millennialscompared
tothetotalonline
population.Anhonest
and
respectable
lifeis
moreItstands
out
that38%
ofQuálitasimportant
to
Quálitascustomers
thanto
customers
are
well
informed
abouttheir
viaastreaming
device
more
often
thanQuálitascustomers
access
theinternetother
carinsuranceholders.personal
insurancepolicies.theaverage
carinsuranceholder.Compared
toothercarinsurancebrands,Quálitashasarelatively
highshareof
female
customers.Family
andparentingarerelativelyprevalent
interests
of
Quálitascustomers.44%
ofQuálitascustomers
are
intheearly
majority
ofinnovation
adoptertypes.Quálitascustomers
tendtosend
privatemessages
more
often
thantheaverageonliner.Quálitashasalarger
shareof
customers
Gardening
andplants
are
relativelyArelatively
highshare
ofQuálitascustomers
thinkthatunemployment
isanissuethatneeds
tobeaddressed.Quálitascustomers
remember
seeingadsinvideo
portalsmore
often
thanother
carinsuranceholders.with
ahigh
income
than
other
carinsurancebrands.popularhobbiesamong
Quálitascustomers.Quálitascustomers
are
more
likely
toliveinlarge
citiesthan
carinsuranceholders
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Quálitas
has
a
high
share
of
customers
that
are
Millennials
compared
to
thetotal
online
populationDemographic
profile:
generationsAgeof
consumersinMexicoBrand
users16%51%46%27%5%6%Category
usersAllrespondents19%29%32%41%24%4%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Fromwhich
ofthe
following
providershave
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Compared
to
other
car
insurance
brands,
Quálitas
has
a
relatively
high
share
offemale
customersDemographic
profile:
genderGenderofconsumersinMexicoBrand
users48%52%Category
usersAllrespondents55%45%51%49%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
SinglePick;Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsSources:Consumer
Insights
Global
as
of
August
202382%
of
Quálitas
customers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinMexico73%61%51%23%14%14%10%
10%10%
10%8%6%3%3%1%2%
2%0%
0%1%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
you
taken
out
yourcarinsurance?";
Single
Pick;Base:
n=73,
Quálitas
customers,n=475,
carinsuranceholders,
n=12151,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Quálitas
has
a
larger
share
of
customers
with
a
high
income
than
other
carinsurance
brandsDemographic
profile:
incomeShare
ofconsumersinMexicointhehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users61%21%17%16%Category
usersAllrespondents52%32%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyourcarinsurance?";
Single
Pick;Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
car
insurance
holders,
Quálitas
customers
are
relativelylikely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinMexicolive52%43%31%26%18%17%16%16%16%10%10%8%8%7%6%4%4%4%2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Quálitas
customers
are
more
likely
to
live
in
large
cities
than
car
insuranceholders
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinMexico37%34%32%29%27%22%18%18%13%12%11%11%10%9%6%6%2%1%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=73,
Quálitas
customers,n=475,
carinsurance
holders,n=12151,
allrespondentsConsumer
Insights
Global
as
of
August
20238%
of
Quálitas
customers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinMexicoBrand
users8%92%0%Category
usersAllrespondents6%92%2%7%88%5%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=73,
Quálitas
customers,n=475,
carinsuranceholders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedAn
honest
and
respectable
life
ismore
important
to
Quálitas
customers
than
toother
car
insurance
holdersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinMexico63%56%53%45%45%42%42%39%35%35%36%38%34%39%35%29%29%26%31%29%28%16%15%15%10%10%10%6%
6%3%Anhonest
and
Tobesuccessfulrespectable
lifeAhappyrelationshipLearningnew
thingsSafety
andsecurityAdvancingmy
careerMaking
myown
decisionsHavingagood
timeSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Fromwhich
ofthe
following
providershave
you
taken
outyourcarinsurance?";
Single
Pick;Base:n=73,Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Family
and
parenting
are
relatively
prevalent
interests
of
Quálitas
customersConsumer
lifestyle:
main
interestsTop10
interestsofQuálitas
customers
inMexico67%65%60%63%62%61%60%59%58%56%55%55%46%54%53%52%51%
51%38%48%46%43%44%40%41%38%38%38%37%34%Movies,TVshows&musicTravelHealth
&fitnessFood
&diningScience
&technologyFinance&economyFamily
&parentingSportsFashion&beautyCareer
&educationBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=73,
Quálitas
customers,
n=475,
carinsurance
holders,
n=12151,all
respondentsConsumer
Insights
Global
as
of
August
2023Gardening
and
plants
are
relatively
popular
hobbies
among
Quálitas
customersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofQuálitas
customers
inMexico63%59%55%53%52%52%51%49%48%48%47%47%39%46%45%45%44%44%36%43%42%41%40%34%40%37%36%33%26%22%ReadingTravelingCooking/bakingVideo
gamingOutdooractivitiesTech
/computersDoing
sportsandfitnessSocializingPetsGardeningandplantsBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Quálitas
customers
are
more
likely
to
do
fitness,
aerobics,
cardio
than
other
carinsurance
holdersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofQuálitas
customers
inMexico37%34%28%25%
25%21%24%22%19%19%16%16%15%12%12%
12%13%12%11%10%10%9%8%8%8%8%7%7%6%5%Running/JoggingFitness,aerobics,cardioSoccerYoga
/PilatesCyclingHikingBasketballSwimming/DivingDancingVolleyball
/Beach
VolleyballBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
you
taken
outyourcarinsurance?";
Single
Pick;Base:n=52,
Quálitas
customers,n=532,
carinsurance
holders,
n=6286,
all
respondentsConsumer
Insights
Global
as
of
August
2023Quálitas
customers
are
more
likely
to
follow
American
football
than
the
averageonlinerConsumer
lifestyle:
sports
followedTop10
sports
followed
byQuálitascustomers
inMexico42%40%33%32%31%25%24%23%23%22%21%19%17%16%14%13%12%12%13%11%11%8%8%8%8%8%8%7%5%3%SoccerAmericanfootballBasketballBaseballBoxingTennisVolleyballMotorsportsMixedMartial
ArtsSwimming/divingBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=37,
Quálitas
customers,n=450,
carinsurance
holders,
n=4646,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
insurance?
Innovation
adoption?
Challenges
facing
thecountry?
Politics20Itstands
out
that
38%
of
Quálitas
customers
are
well
informed
about
theirpersonal
insurance
policiesConsumer
attitudes:insuranceAgreementwithstatements
towards
insurance
inMexico38%38%37%32%32%31%30%27%26%24%21%20%19%18%14%I’mwell
informedaboutmy
personalinsurancepoliciesIcould
benefit
ifItookadvicebyaninsurance
managingmy
insuranceexpert
(e.g.,onpremiums,
coverage)Icould
imagineItrustmy
insuranceprovider
to
takecare
ofmy
claimsIamwilling
toautomaticallyshareinformationaboutmy
behaviorwith
my
insuranceforbetter
ratesexclusively
onlineBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=2023,
allrespondentsConsumer
Insights
Global
as
of
August
202344%
of
Quálitas
customers
are
in
the
early
majority
of
innovation
adopter
typesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinMexico44%40%
40%29%26%21%18%18%18%17%16%12%2%1%0%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Quálitas
customers
think
that
unemployment
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
MexicoaccordingtoQuálitas
customers78%
75%70%68%63%66%
61%58%62%54%60%60%59%59%57%53%49%54%52%51%43%48%45%41%43%40%41%31%36%30%CrimeUnemploymentPovertyEducationRising
prices/inflation/cost
of
livingEconomicsituationHealth
andsocial
security
water
securityFood
andEnvironmentHousingBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Fromwhich
ofthe
following
providershave
youtaken
outyour
carinsurance?";
Single
Pick;Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Many
Quálitas
customers
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinMexicoBrand
users22%47%27%4%Category
usersAllrespondents24%35%31%10%24%30%27%19%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
haveyoutaken
out
yourcarinsurance?";
Single
Pick;Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsQuálitas
customers
access
the
internet
via
a
streaming
device
more
often
thanthe
average
car
insurance
holderMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinMexicouse
regularly
toaccesstheinternet92%
92%87%82%
83%70%67%67%
67%66%61%59%54%53%50%48%46%47%45%45%44%38%36%35%34%31%24%SmartphoneSmart
TVGaming
consoleLaptopTabletStreaming
device
Smart
speakersAllrespondentsDesktop
PCSmartwatchBrand
usersCategory
users26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Fromwhich
ofthe
following
providershave
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Quálitas
customers
tend
to
send
private
messages
more
often
than
the
averageonlinerMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinMexicobytype77%69%67%
65%60%61%60%61%57%52%59%58%56%54%53%53%49%45%40%47%39%45%42%36%34%33%28%24%20%16%10%7%5%1%
1%0%Sentprivate
Liked
postsFollowedpeoplePostedpictures/videosCommentedon
postsLikedcompanypostsSharedpostsbyother
usersPosted
texts/statusFollowedcompaniesSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediamessagesbyotherusersupdatespassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Quálitas
customers
tend
to
watch
digital
video
content
more
often
than
carinsurance
holders
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinMexicohavebeen
using
inthepast4weeks97%90%88%86%81%81%
81%79%70%70%67%64%64%63%59%59%57%44%53%45%51%38%
37%30%37%34%26%34%30%28%8%7%4%DigitalvideocontentTVMovies
/cinemaDigitalmusiccontentPodcastsRadioOnlinenewswebsitesOnlinemagazinesMagazinesDailyWeeklynewspapers
newspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=73,
Quálitas
customers,n=475,
carinsurance
holders,n=6058,
all
respondentsConsumer
Insights
Global
as
of
August
2023Quálitas
customers
remember
seeing
ads
in
video
portals
more
often
thanother
car
insurance
holdersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereQuálitas
customers
inMexicohavecome
across
digitaladvertisinginthepast4weeks79%65%58%51%51%49%48%49%40%40%
36%32%37%32%39%33%34%36%33%34%34%32%32%30%31%30%30%30%29%25%Video
portalsSocial
media
Video
streaming
Video
gamesservicesMusicportalsWebsitesandappsof
brandsOtherappsEditorialwebsitesandappsOnlinestores
Search
enginesBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;
Base:n=73,
Quálitas
customers,n=475,
carinsurance
holders,
n=12151,
all
respondentsConsumer
Insights
Global
as
of
August
2023Quálitas
customers
remember
ads
they
got
by
more
often
than
other
carinsurance
holdersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinMexicohavecome
across
non-digital
advertisinginthepast4weeks67%62%56%50%47%46%44%44%42%36%42%36%31%30%28%28%27%20%26%
26%25%21%22%17%OnTVDirectly
inthestoreOnadvertising
AtthemoviesOntheradioInprintedmagazinesandjournalsBy
mailshot
/advertisingmailInprinteddailynewspapersspaces/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Fromwhich
ofthe
following
providershave
youtaken
outyour
carinsurance?";
Single
Pick;
Base:n=73,
Quálitas
custo
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