Brand KPIs for health insurance：State Farm in the United States-英文培訓課件2025.4VIP

CONSUMER&

BRANDBrandKPIs

for

health

insurance:

StateFarm

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

State

Farm’s

performance

inthe

health

insurancemarket.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202478%

of

State

Farm

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??State

Farm’s

branding

resonates

more

with

Gen

Z?State

Farmrankssecond

inawareness

within

thehealthinsurance

market?State

Farmgenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

State

Farmis

27%?Among

State

Farmenthusiasts,35%

fallunderthe?State

FarmranksoutsidetheTop10

inownershiphigh-income

category?Interms

of

loyalty,State

Farm

isfifth

inthe

United?Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

highvalueStates?State

Farmhasascore

of

32%

for

media

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.4Awarenessis

the

highest

scoring

KPI

for

State

Farm

at

86%Brand

profile:

snapshotBrand

performance

of

State

Farm

intheUnitedStates86%78%32%27%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=1,070,

respondents

who

know

the

individual

brand

(popularity),

n=1,070,respondents

who

know

the

individual

brand

(ownership),

n=130,

respondents

who

have

owned

the

individual

brand(loyalty),

n=1,070,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024State

Farm’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%34%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeState

Farm

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatState

Farm

islikedby6%

ofBaby

boomers

and

26%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and

31%,

respectively.31%26%24%ForMillennials

andGen

Z,

34%

and

34%

feel

positivelytowards

StateFarm,versus

36%

and

24%.

Socurrently,forState

Farm,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.9%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=288,

State

Farmenthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024State

Farm

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

State

Farm

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.11%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

State

Farmhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%57%

ofmen

likeState

Farm

compared

to42%

ofwomen,

whereas

fortheoverallindustry,50%

of

women

own

healthinsurancecompared

to

50%

of

men.50%50%85%11%

ofStateFarmenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

health

insurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=288,

State

Farmenthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

State

Farm

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%24%Single35%37%11%CoupleSingleparentNuclear35%

ofStateFarmenthusiastsare

fromhigh-income

households.State

Farm’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

22%

of

State

Farmenthusiastshavethiscurrent

livingsituation.16%11%11%22%19%38%35%28%Multi-generational6%5%20%17%ExtendedOther27%8%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

health

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=288,

State

Farmenthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

health

insurance

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

healthinsurancebrandsForhealth

insurance,thetopthreequalitiesowners

want

fromabrandarehonesty

/trustworthiness,

reliability,

andhighvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%State

Farm

owners

alsoappreciate

thesekey

attributes,indicating

StateFarmexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatState

Farmenthusiastsareleast

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityState

Farm

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

health

insurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tohealthinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

healthinsurance,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=130,

State

Farm

owners’,n=288,

State

Farmenthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

State

Farm

fans,

20%

state

that

they

get

excited

about

health

insuranceprovidersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?37%35%30%25%24%24%23%20%18%

18%16%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

healthinsurance

topicsrelating

toprovidershealthinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

health

insurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

health

insurance,

whichofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=288,

State

Farmenthusiast,

n=1,039,health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1178%

of

State

Farm

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinthe

United

Statesis55%.Awareness

ofState

Farm,

however,

is

at86%.Awareness27%

ofU.S.

healthinsuranceowners

saytheylikeStateFarm,compared

to

anindustryaverage

brandpopularity

of25%.12%

ofindustryowners

inthe

United

Statessay

theyown

State

Farm,with

theaverage

ownership

of

abrandat14%.BuzzPopularity78%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of70%.State

Farm

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of32%compared

to

22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=1,070,

respondents

who

know

the

individual

brand

(popularity),

n=1,070,respondents

who

know

the

individual

brand

(ownership),

n=130,

respondents

who

have

owned

the

individual

brand(loyalty),

n=1,070,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024State

Farm

ranks

second

in

awareness

within

the

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofState

FarmRank#

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.1Allstate86%86%84%80%70%66%65%62%51%39%14%2StateFarmBlueCross

BlueShieldUnitedHealthHumana345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6aetna7Metlife8CignaOutofallrespondents,

86%

were

aware

of

State

Farm.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.86%N/A9AnthemAwareness10Kaiser

Permanente13

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

State

Farm

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofState

FarmRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1BlueCross

BlueShield53%36%29%29%27%26%25%25%22%20%2UnitedHealthAnthem27%34HumanaStateFarmAllstateOutofconsumers

who

knew

thebrand,

27%

saidtheyliked

State

Farm.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.567Kaiser

Permanenteaetna73%89CignaPopularityN/A10HCSC14

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,070,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024State

Farm

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofState

FarmRank#

BrandUsage

%27%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.1BlueCross

BlueShield12%2UnitedHealthAnthem20%316%Outofconsumers

who

knew

thebrand,

12%

saidtheyowned

StateFarm.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Allianz15%5Kaiser

PermanenteHCSC15%614%7Allstate13%8aetna13%88%9HealthNetMolina

Healthcare13%UsageN/A1012%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=1,070,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

State

Farm

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofState

Farm’sconsumersRank#

BrandLoyalty

%85%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1BlueCross

BlueShield22%2UnitedHealthHumana83%380%4Molina

HealthcareStateFarmaetna80%578%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7Kaiser

PermanenteAllstate75%874%78%9Cigna72%Outofrespondents

whohaveowned

State

Farm,78%saidthey

would

purchasethebrandagain.LoyaltyN/A10Anthem69%16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=130,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024State

Farm

has

a

score

of

32%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofState

FarmRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Allstate2BlueCross

BlueShieldStateFarmHumana33%32%332%Outofconsumers

who

knew

thebrand,

32%

saidtheyhadheardaboutStateFarminthe

media.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.431%5Allianz24%6Kaiser

PermanenteUnitedHealthCigna22%722%68%819%9Metlife19%BuzzN/A10Anthem18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,070,

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

andun