Brand KPIs for sports outdoor online shops american golf in the united kingdom-外文版培訓課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sports

&

outdooronline

shops:

American

Golf

in

theUnited

KingdomConsumer

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

American

Golf’sperformanceinthe

sports

&outdoor

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

American

Golf

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??American

Golf’s

brandingresonates

with

Gen

Z?American

Golf

ranksoutsidetheTop10

inawarenesssimilarly

to

other

brandsinthe

industrywithin

the

sports&outdoor

onlineshop

market?American

Golf

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

American

Golf

is

15%?American

Golf

ranksoutsidetheTop10

inusage?Among

American

Golf

enthusiasts,45%

fallunder

thehigh-income

category?Interms

of

loyalty,American

Golf

istenthintheUnited

Kingdom?Consumers

want

theirsports&outdoor

onlineshopbrandstohavereliability,

honesty

/trustworthiness,andauthenticity?American

Golf

hasascore

of

13%

formedia

buzz3Sources:

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

American

Golf

at

74%Brand

profile:

snapshotBrand

performance

of

AmericanGolf

intheUnitedKingdom74%40%15%13%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=498,

respondents

who

know

the

individual

brand

(popularity),

n=498,respondents

who

know

the

individual

brand

(usage),

n=47,

respondents

who

have

used

the

individual

brand

(loyalty),

n=498,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Golf

’s

branding

resonates

with

Gen

Z

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAmerican

Golf

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatAmerican

Golf

islikedby

8%

of

Baby

boomersand29%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

27%,

respectively.29%29%27%27%ForMillennials

andGen

Z,

33%

and

29%

feel

positivelytowards

American

Golf,versus

36%

and

27%.

Socurrently,

forAmerican

Golf,Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.10%8%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=75,

American

Golf

enthusiast,

n=1,014,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Golf

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

American

Golf

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

American

Golf

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.35%65%65%

ofmen

likeAmerican

Golfcompared

to

35%

of

women,

whereasfortheoverall

industry,50%

of

womenusesports&outdoor

onlineshopscompared

to

50%

of

men.50%50%87%85%11%

ofAmerican

Golf

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

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=75,

American

Golf

enthusiast,

n=1,014,

sports&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

American

Golf

enthusiasts,

45%

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.17%17%Single35%13%20%45%CoupleSingleparentNuclear45%

ofAmerican

Golf

enthusiastsarefrom

high-income

households.American

Golf’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

40%

ofAmerican

Golf

enthusiastshavethiscurrent

living

situation.7%11%32%33%40%31%35%Multi-generational7%3%15%13%ExtendedOther20%1%5%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=75,

American

Golf

enthusiast,

n=1,014,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sports

&

outdoor

online

shop

brands

to

have

reliability,honesty

/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

sports

&outdoor

online

shopbrandsForsports

&outdoor

online

shops,thetopthree

qualitiesusers

wantfrom

abrandarereliability,

honesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness,

andauthenticity.60%40%20%0%American

Golf

users

alsoappreciatethese

key

attributes,indicatingAmericanGolf

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAmerican

Golfenthusiastsare

least

focused

on

aresocial

responsibility

and

innovation.ReliabilityExclusivityAmerican

Golf

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.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=47,

American

Golfusers’,n=75,

American

Golfenthusiast,

n=1,014,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

American

Golf

fans,

41%

state

that

they

get

excited

about

sports

&outdoor

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsports

&outdoor

onlineshopsingeneral?48%41%36%34%33%27%23%22%19%19%17%

17%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=75,American

Golfenthusiast,

n=1,014,

sports

&outdoor

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

American

Golf

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sports

&outdoor

online

shops,theaverage

awareness

of

abrandinthe

United

Kingdomis59%.

Awareness

ofAmerican

Golf,however,

isat40%.Awareness15%

ofUK

sports&outdoor

online

shopusers

saythey

likeAmerican

Golf,compared

toanindustryaverage

brand

popularity

of28%.BuzzPopularity9%

of

industryusers

intheUnitedKingdomsaytheyuseAmerican

Golf,with

the

average

usageofabrandat18%.74%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.American

Golf

hasbeen

noticed

lessinthe

mediacompared

to

other

brands,with

a“Buzz”score

of13%compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=498,

respondents

who

know

the

individual

brand

(popularity),

n=498,respondents

who

know

the

individual

brand

(usage),

n=47,

respondents

who

have

used

the

individual

brand

(loyalty),

n=498,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Golf

ranks

outside

the

Top

10

in

awareness

within

the

sports

&outdoor

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAmerican

GolfRank#

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.1Nike95%95%92%91%88%78%76%64%59%58%2adidas3SportsDirectJDSportsReebok40%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6TEMU60%7Foot

LockerDecathlonRegatta8Outofallrespondents,

40%

were

aware

of

AmericanGolf.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A10Mountain

Warehouse13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

American

Golf

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAmerican

GolfRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike57%56%47%46%31%31%28%28%27%27%15%2adidas3JDSports4SportsDirectMountain

WarehouseReebokOutofconsumers

who

knew

thebrand,

15%

saidtheyliked

American

Golf.

Thisranksthem

outsidethe

Top10

compared

toother

brandssurveyed

inthismarket.567Foot

LockerDecathlonGO

OutdoorsRegatta885%9PopularityN/A1014

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=498,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Golf

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAmerican

GolfRank#

BrandUsage

%39%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

sports

&outdoor

online

shops,which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.9%1Nike2adidas38%3SportsDirectJDSports35%Outofconsumers

who

knew

thebrand,

9%

saidtheyused

American

Golf.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.432%5TEMU17%6Mountain

WarehouseAnglingDirectDecathlonGO

OutdoorsReebok17%716%816%91%915%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=498,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

American

Golf

is

tenth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAmericanGolf’s

consumersRank#

BrandLoyalty

%89%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.1Nike2Mountain

Warehouseadidas85%26%385%4SportsDirectJDSports83%581%6Regatta80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sports

&outdooronlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7DecathlonReebok76%74%876%9GO

OutdoorsAmerican

Golf75%Outofrespondents

whohaveused

American

Golf,74%

saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;

Multi

Pick;Base:n=47,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024American

Golf

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAmericanGolfRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidas13%2Nike31%3JDSportsTEMU29%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutAmerican

Golf

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.424%5SportsDirectAnglingDirectlululemonFoot

LockerDecathlonReebok21%618%716%815%87%915%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=498,

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.