brand kpis for vpn services protonvpn in the united states-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

VPN

services:ProtonVPN

in

the

United

StatesConsumer

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

ProtonVPN’s

performance

inthe

VPN

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202465%

of

ProtonVPN

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??ProtonVPN’s

branding

resonates

more

with?ProtonVPN

ranksninth

inawareness

within

the

VPNMillennialsservice

market?ProtonVPN

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

ProtonVPN

is23%?ProtonVPN

ranksoutsidethe

Top

10

inusage?Among

ProtonVPN

enthusiasts,39%

fallunderthehigh-income

category?Interms

of

loyalty,ProtonVPN

is

tenthinthe

UnitedStates?Consumers

want

theirVPN

service

brandstohavehonesty

/trustworthiness,

reliability,

and

highvalue?ProtonVPN

hasascore

of15%

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.4Loyalty

is

the

highest

scoring

KPI

for

ProtonVPN

at

65%Brand

profile:

snapshotBrand

performance

of

ProtonVPN

intheUnitedStates65%25%23%18%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:VPN

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=310,

respondents

who

know

the

individual

brand

(popularity),

n=310,

respondents

whoknow

the

individual

brand(usage),

n=55,

respondents

who

have

used

the

individual

brand

(loyalty),

n=310,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024ProtonVPN’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeProtonVPN

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatProtonVPN

islikedby3%

ofBaby

boomers

and24%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is7%

and

24%,

respectively.39%31%26%24%

24%ForMillennials

andGen

Z,

47%

and

26%

feel

positivelytowards

ProtonVPN,

versus39%

and31%.

Socurrently,forProtonVPN,

Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.7%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoVPN

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=72,

ProtonVPNenthusiast,

n=635,

VPNserviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024ProtonVPN

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

ProtonVPN

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ProtonVPN

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.33%67%42%58%67%

ofmen

likeProtonVPN

compared

to33%

ofwomen,

whereas

fortheoverallindustry,57%

of

men

useVPN

servicescompared

to

42%

of

women.92%7%

of

ProtonVPN

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

VPNservices,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=72,

ProtonVPNenthusiast,

n=635,

VPNserviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

ProtonVPN

enthusiasts,

39%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.15%Single23%37%39%17%13%CoupleSingleparentNuclear39%

ofProtonVPN

enthusiastsare

fromhigh-income

households.ProtonVPN’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

35%

of

ProtonVPNenthusiastshavethiscurrent

livingsituation.10%11%35%30%33%22%38%Multi-generational3%5%18%18%ExtendedOther23%3%8%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

VPNservices,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=72,

ProtonVPNenthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

VPN

service

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

VPN

servicebrandsForVPN

services,

the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

and

highvalue.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%ProtonVPN

users

alsoappreciate

thesekey

attributes,indicating

ProtonVPNexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatProtonVPN

enthusiastsareleast

focused

on

arethrill/excitement

andcoolness.ReliabilityExclusivityProtonVPN

should

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

VPNservices,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

toVPN

services,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=55,

ProtonVPN

users’,n=72,

ProtonVPNenthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

ProtonVPN

fans,

32%

state

that

they

get

excited

about

VPN

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofVPN

servicesin

general?44%43%36%32%29%29%28%26%24%21%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustVPN

servicestopicsrelating

toVPN

servicesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

VPN

servicesdo

youagree

with?”;

Multi

Pick;

“When

it

comes

toVPN

services,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=72,

ProtonVPNenthusiast,

n=635,

VPNserviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1165%

of

ProtonVPN

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

VPN

services,

the

average

awarenessof

abrand

intheUnitedStatesis24%.

Awareness

ofProtonVPN,

however,

isat25%.Awareness23%

ofU.S.

VPN

service

users

saytheylikeProtonVPN,compared

to

anindustryaverage

brandpopularity

of25%.18%

ofindustryusers

intheUnitedStatessaythey

useProtonVPN,

with

theaverage

usageof

abrand

at19%.BuzzPopularity65%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

65%.ProtonVPN

hasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

21%.Sooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.LoyaltyBrandUsageIndustryaverage12

Notes:VPN

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=310,

respondents

who

know

the

individual

brand

(popularity),

n=310,

respondents

whoknow

the

individual

brand(usage),

n=55,

respondents

who

have

used

the

individual

brand

(loyalty),

n=310,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024ProtonVPN

ranks

ninth

in

awareness

within

the

VPN

service

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofProtonVPNRank#

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.1NordVPN54%30%29%29%27%26%26%26%25%23%2AvastSecureLine

VPNHotspotShieldExpressVPN25%345MozillaVPNUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Private

Internet

AccessSurfshark775%8CyberGhost

VPNProtonVPNOutofallrespondents,

25%

were

aware

of

ProtonVPN.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A10Bitdefender

VPN13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

ProtonVPN

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofProtonVPNRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1NordVPN52%36%36%35%29%28%27%27%25%24%23%2ExpressVPNCyberGhost

VPNHotspotShieldIPVanish34Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

ProtonVPN.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56MozillaVPNAvastSecureLine

VPNSurfshark777%89hide.mePopularityN/A10Bitdefender

VPN14

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=310,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024ProtonVPN

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofProtonVPNRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

VPNservices,

which

ofthefollowing

brandshaveyou

usedinthe

past12

months?”.1NordVPN18%2HotspotShieldCyberGhost

VPNExpressVPN28%327%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

ProtonVPN.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.425%5AviraPhantom

VPNIPVanish23%622%7AvastSecureLine

VPNBitdefender

VPNMozillaVPN21%820%82%919%UsageN/A10Surfshark18%15

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=310,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

ProtonVPN

is

tenth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofProtonVPN’s

consumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,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.1NordVPN2Windscribe81%3MozillaVPNSurfshark73%35%472%5ExpressVPNPrivateVPN72%672%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

VPN

services,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.65%7AvastSecureLine

VPNCyberGhost

VPNHotspotShieldProtonVPN71%871%969%Outofrespondents

whohaveused

ProtonVPN,

65%saidthey

would

usethebrand

again.LoyaltyN/A1065%16

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:

n=55,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024ProtonVPN

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofProtonVPNRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1NordVPN15%2ExpressVPN36%3CyberGhost

VPNHotspotShieldBitdefender

VPNAvastSecureLine

VPNatlasVPN29%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutProtonVPN

inthe

media.

This

ranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.427%525%624%724%8Surfshark22%85%9AviraPhantom

VPNMozillaVPN21%BuzzN/A1020%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=310,

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

andunlocknewgrowthopportunities.?