Brand KPIs for online education services：Unacademy in India-英文培訓(xùn)課件2025.5

CONSUMER&

BRANDBrandKPIs

for

online

educationservices:

Unacademy

in

IndiaConsumer

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

Unacademy’s

performance

inthe

online

education

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202480%

of

Unacademy

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Unacademy’s

brandingresonates

more

withGen

Z?Unacademy

rankssecond

inawareness

within

theonlineeducation

service

market?Unacademy

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Unacademy

is

61%?Unacademy

rankssecond

inusage?Among

Unacademy

enthusiasts,41%

fallunderthehigh-income

category?Interms

of

loyalty,Unacademy

isfourth

inIndia?Unacademy

hasascore

of

54%

formedia

buzz?Consumers

want

theironlineeducation

servicebrandstohavehonesty

/trustworthiness,

friendliness,andauthenticity3Sources:

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

Unacademy

at

90%Brand

profile:

snapshotBrand

performance

of

Unacademy

inIndia90%80%61%54%46%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

education

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,120,

respondents

who

know

the

individual

brand

(popularity),

n=1,120,respondents

who

know

the

individual

brand

(usage),

n=519,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,120,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Unacademy’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUnacademy

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatUnacademy

islikedby0%

of

Babyboomers

and

11%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

11%,

respectively.42%40%ForMillennials

andGen

Z,

40%

and

49%

feel

positivelytowards

Unacademy,

versus

42%

and

46%.

Socurrently,

forUnacademy,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.11%

11%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

education

services,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=681,

Unacademy

enthusiast,

n=1,141,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Unacademy

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Unacademy

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.14%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Unacademy

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.16%78%40%60%40%60%60%

ofmen

likeUnacademy

comparedto40%

of

women,

whereas

fortheoverall

industry,60%

ofmen

useonlineeducation

services

compared

to40%

ofwomen.81%14%

ofUnacademy

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

online

education

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=681,Unacademy

enthusiast,

n=1,141,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Unacademy

enthusiasts,

41%

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.1%3%Single38%7%7%41%CoupleSingleparentNuclear41%

ofUnacademy

enthusiastsarefromhigh-income

households.Unacademy’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

30%

ofUnacademy

enthusiastshavethiscurrent

living

situation.3%3%20%21%30%33%29%Multi-generational30%28%38%36%30%ExtendedOther1%1%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

online

education

services,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=681,

Unacademy

enthusiast,

n=1,141,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

education

service

brands

to

have

honesty

/trustworthiness,

friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

onlineeducation

servicebrandsForonline

education

services,

thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessfriendliness,

andauthenticity.60%40%20%0%Unacademy

users

alsoappreciate

thesekey

attributes,indicating

Unacademyexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatUnacademyenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityUnacademy

shouldwork

onpromotinghighvalueto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

online

education

services,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toonline

education

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

online

education

services,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=519,

Unacademy

users’,n=681,

Unacademy

enthusiast,

n=1,141,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Unacademy

fans,

49%

state

that

they

get

excited

about

online

educationservicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlineeducation

servicesin

general?53%49%47%46%46%45%43%43%41%40%33%31%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

onlineeducation

topicsrelating

toservicesonlineeducationservicesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

online

education

servicesdo

youagreewith?”;

Multi

Pick;“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=681,

Unacademyenthusiast,

n=1,141,

online

education

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Unacademy

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

education

services,

theaverage

awareness

of

abrandinIndia

is65%.Awareness

ofUnacademy,

however,

is

at90%.Awareness61%

ofIndianonlineeducation

service

users

say

theylikeUnacademy,

compared

to

anindustryaveragebrandpopularityof

41%.46%

ofindustryusers

inIndiasaythey

useUnacademy,

with

the

average

usageofabrandat30%.BuzzPopularity80%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

72%.Unacademy

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of54%compared

to

35%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Online

education

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,120,

respondents

who

know

the

individual

brand

(popularity),

n=1,120,respondents

who

know

the

individual

brand

(usage),

n=519,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,120,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Unacademy

ranks

second

in

awareness

within

the

online

education

servicemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUnacademyRank#

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.1BYJU'S94%90%87%80%72%67%62%58%56%54%10%2UnacademyLinkedInLearningVedantu345UdemyUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6KhanAcademyUpGrad78CourseraOutofallrespondents,

90%

were

aware

ofUnacademy.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.90%N/A9EdurekaAwareness10Simplilearn13

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

Unacademy

is

61%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUnacademyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1BYJU'S68%61%55%46%45%45%39%38%36%35%2UnacademyLinkedInLearningCoursera339%4Outofconsumers

who

knew

thebrand,

61%

saidtheyliked

Unacademy.

Thisranksthemsecond

comparedtootherbrandssurveyed

inthismarket.5KhanAcademyVedantu661%7Udemy8UpGrad9SkillshareEdurekaPopularityN/A1014

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,120,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Unacademy

ranks

second

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofUnacademyRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlineeducation

services,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1BYJU'S2UnacademyLinkedInLearningCoursera46%343%Outofconsumers

who

knew

thebrand,

46%

saidtheyused

Unacademy.

Thisranksthemsecond

comparedtootherbrandssurveyed

inthismarket.435%46%5KhanAcademyVedantu31%54%631%7Udemy28%8UpGrad23%9SkillshareEdureka23%UsageN/A1022%15

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,120,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Unacademy

is

fourth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUnacademy’s

consumersRank#

BrandLoyalty

%82%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.1BYJU'S20%2LinkedInLearningVedantu81%380%4UnacademyCourseraUdemy80%579%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

educationservices,

which

ofthefollowing

brandsare

youlikelytouseagain

inthefuture?”.7UpGrad75%8KhanAcademyUdacity69%80%968%Outofrespondents

whohaveused

Unacademy,

80%saidthey

would

usethebrand

again.LoyaltyN/A10Edureka65%16

Notes:“When

it

comesto

online

education

services,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=519,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Unacademy

has

a

score

of

54%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUnacademyRank#

BrandBuzz%68%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BYJU'S2UnacademyLinkedInLearningCoursera54%349%Outofconsumers

who

knew

thebrand,

54%

saidtheyhadheardaboutUnacademy

inthemedia.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.439%46%5KhanAcademyVedantu34%54%632%7Udemy32%8UpGrad31%9SkillshareEdureka29%BuzzN/A1028%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,120,

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

andunlocknewgrow