Brand KPIs for sports outdoor online shops innova sport in mexico-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sports

&

outdooronline

shops:

Innova

Sport

in

MexicoConsumer

Insights

reportDecember2024Discover

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

InnovaSport’s

performance

inthe

sports

&outdoor

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202476%

of

Innova

Sport

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??InnovaSport’s

branding

resonates

more

with?InnovaSport

rankssixthinawareness

within

theMillennialssports&outdoor

onlineshop

market?InnovaSport

generally

appealstowomen

and

menequally?Thepopularity

ratingof

InnovaSport

is46%?InnovaSport

ranksfourth

inusage?Among

InnovaSport

enthusiasts,43%

fallunderthehigh-income

category?Interms

of

loyalty,Innova

Sportis

fifth

inMexico?InnovaSport

hasascore

of42%

formedia

buzz?Consumers

want

theirsports&outdoor

onlineshopbrandstohaveauthenticity,reliability,

and

innovation3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Innova

Sport

at

76%Brand

profile:

snapshotBrand

performance

of

Innova

Sport

inMexico76%69%46%42%30%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=857,

respondents

who

know

the

individual

brand

(popularity),

n=857,respondents

who

know

the

individual

brand

(usage),

n=259,

respondents

who

have

used

the

individual

brand

(loyalty),

n=857,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Innova

Sport’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeInnova

Sportbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatInnovaSport

islikedby2%of

Baby

boomers

and24%of

Gen

Xers,whereas

the

total

shareof

industryusersis3%

and24%,

respectively.35%33%24%

24%ForMillennials

andGen

Z,

42%

and

33%

feel

positivelytowards

Innova

Sport,versus

38%

and35%.

Socurrently,

forInnovaSport,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosports

&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=391,

Innova

Sportenthusiast,

n=1,178,

sports

&outdoor

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Innova

Sport

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

InnovaSport

shows

thatwomen

are

equally

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

InnovaSport

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

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

ofwomen

likeInnovaSportcompared

to

50%

of

men,whereas

forthe

overall

industry,50%

of

women

usesports&outdoor

onlineshopscompared

to

50%

of

men.91%89%6%

of

InnovaSport

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=391,

Innova

Sportenthusiast,

n=1,178,

sports

&outdooronline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Innova

Sport

enthusiasts,

43%

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.5%7%Single33%12%12%43%CoupleSingleparentNuclear43%

ofInnova

Sport

enthusiastsarefrom

high-income

households.InnovaSport’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofInnovaSport

enthusiastshavethiscurrent

living

situation.6%8%37%30%42%34%34%Multi-generational11%9%22%26%ExtendedOther23%2%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

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=391,

Innova

Sportenthusiast,

n=1,178,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sports

&

outdoor

online

shop

brands

to

haveauthenticity,

reliability,

and

innovationBrand

profile:

qualitiesQualitiesuserswant

from

sports

&outdoor

online

shopbrandsForsports

&outdoor

online

shops,thetopthree

qualitiesusers

wantfrom

abrandareauthenticity,reliability,

andinnovation.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%InnovaSport

users

alsoappreciate

thesekey

attributes,indicating

Innova

Sportexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatInnovaSportenthusiastsare

least

focused

on

areboldness

and

inclusiveness.ReliabilityExclusivityInnovaSport

should

work

on

promotingauthenticityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=259,

Innova

Sportusers’,n=391,

Innova

Sportenthusiast,

n=1,178,

sports

&outdooronline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Innova

Sport

fans,

46%

state

that

they

get

excited

about

sports

&outdoor

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsports

&outdoor

onlineshopsingeneral?57%46%44%42%33%31%31%28%24%23%12%

12%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

sports&outdoor

topicsrelating

toonlineshopssports&outdooronlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sports

&outdoor

online

shops

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

sports

&outdooronline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=391,

InnovaSportenthusiast,

n=1,178,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1176%

of

Innova

Sport

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sports

&outdoor

online

shops,theaverage

awareness

of

abrandinMexico

is

60%.Awareness

ofInnova

Sport,however,

isat69%.Awareness46%

ofMexican

sports

&outdoor

online

shopuserssaythey

likeInnova

Sport,compared

toanindustryaverage

brand

popularity

of43%.30%

ofindustryusers

inMexico

saythey

useInnovaSport,with

the

average

usageofabrandat31%.BuzzPopularity76%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.InnovaSport

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of42%compared

to

36%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=857,

respondents

who

know

the

individual

brand

(popularity),

n=857,respondents

who

know

the

individual

brand

(usage),

n=259,

respondents

who

have

used

the

individual

brand

(loyalty),

n=857,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Innova

Sport

ranks

sixth

in

awareness

within

the

sports

&

outdoor

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofInnovaSportRank#

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.1Nike98%98%91%91%70%69%53%48%45%41%2adidas31%3ReebokTEMU45MartíUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Innova

SportColumbiaNew

EraASICS769%8Outofallrespondents,

69%

were

aware

of

InnovaSport.

Thisranksthemsixth

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Decathlon13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Innova

Sport

is

46%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofInnovaSportRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike86%86%63%46%44%43%39%33%31%25%2adidas3ReebokInnova

SportNew

EraMartí446%Outofconsumers

who

knew

thebrand,

46%

saidtheyliked

InnovaSport.

Thisranksthemfourthcomparedtootherbrandssurveyed

inthismarket.554%67ColumbiaTEMU89DecathlonASICSPopularityN/A1014

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=857,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Innova

Sport

ranksfourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofInnovaSportRank#

BrandUsage

%73%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

sports

&outdoor

online

shops,which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1Nike2adidas72%30%3ReebokInnova

SportTEMU40%Outofconsumers

who

knew

thebrand,

30%

saidtheyused

InnovaSport.

Thisranksthemfourthcomparedtootherbrandssurveyed

inthismarket.430%529%6New

EraMartí29%725%70%8ColumbiaDecathlonASICS24%921%UsageN/A1015%15

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=857,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Innova

Sport

is

fifth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofInnova

Sport’s

consumersRank#

BrandLoyalty

%91%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.1Nike24%2adidas89%3ReebokTEMU79%478%5Innova

SportDecathlonMartí76%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sports

&outdooronlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.774%76%8ASICS73%9New

EraColumbia71%Outofrespondents

whohaveused

InnovaSport,76%saidthey

would

usethebrand

again.LoyaltyN/A1067%16

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;

Multi

Pick;Base:n=259,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Innova

Sport

has

a

score

of

42%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofInnova

SportRank#

BrandBuzz%75%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike2adidas75%3TEMU49%Outofconsumers

who

knew

thebrand,

42%

saidtheyhadheardaboutInnova

Sport

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.42%4Reebok43%5Innova

SportNew

EraMartí42%58%634%728%8ColumbiaDecathlonFútbolEmotion26%923%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=857,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisi