Brand KPIs for neobanking Neon in Brazil-英文培訓(xùn)課件2025.4

CONSUMER&

BRANDBrandKPIs

for

neobanking

&neobrokerage:

Neon

in

BrazilConsumer

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,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Neon’s

performance

intheneobanking

&neobrokerage

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202479%

of

Neon

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Neon’s

brandingresonates

more

withMillennials?Neon

generally

appealsto

women

more

thanmen?Neon

rankseighthinawareness

within

theneobanking

&neobrokerage

market?Thepopularity

ratingof

Neon

is

23%?Neon

rankssixthinusage?Among

Neon

enthusiasts,32%

fallunderthehigh-income

category?Consumers

want

theirneobanking

&neobrokeragebrandstohavereliability,

honesty

/trustworthiness,andauthenticity?Interms

of

loyalty,Neon

isfifth

inBrazil?Neon

hasascore

of

21%

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

Neon

at

79%Brand

profile:

snapshotBrand

performance

of

NeoninBrazil79%75%23%21%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=930,

respondents

who

know

the

individual

brand

(popularity),

n=930,respondents

who

know

the

individual

brand

(usage),

n=152,

respondents

who

have

used

the

individual

brand

(loyalty),

n=930,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Neon’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNeon

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatNeon

islikedby1%

of

Babyboomers

and

23%

of

GenXers,

whereas

thetotalshareof

industryusers

is3%and26%,

respectively.40%31%27%26%23%ForMillennials

andGen

Z,

49%

and

27%

feel

positivelytowards

Neon,

versus

40%

and

31%.

Socurrently,

forNeon,

Millennials

connect

most

withtheirbrandcompared

to

theoverall

industryuser.3%1%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=212,

Neon

enthusiast,

n=1,130,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Neon

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Neon

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Neon

hasahigherproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.8%13%52%

ofwomen

likeNeon

compared

to48%

ofmen,

whereas

for

the

overallindustry,52%

of

women

useneobanking&neobrokerage

compared

to48%

ofmen.52%48%52%48%90%86%13%

ofNeon

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=212,

Neon

enthusiast,

n=1,130,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Neon

enthusiasts,

32%

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.7%9%Single32%34%12%14%CoupleSingleparentNuclear32%

ofNeon

enthusiastsarefrom

high-income

households.Neon’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

42%

ofNeon

enthusiastshavethiscurrent

livingsituation.4%7%33%34%32%42%35%Multi-generational9%8%35%24%25%ExtendedOther1%2%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

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=212,

Neon

enthusiast,

n=1,130,neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

neobanking

&

neobrokeragebrands

to

have

reliability,honesty

/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

neobanking&neobrokerage

brandsForneobanking

&neobrokerage,

the

topthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Neon

users

alsoappreciate

thesekeyattributes,indicating

Neon

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNeon

enthusiastsareleast

focused

onare

thrill/excitementandhigh

value.ReliabilityExclusivityNeon

shouldwork

onpromoting

socialresponsibility

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“Whenit

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=152,

Neon

users’,n=212,

Neon

enthusiast,

n=1,130,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Neon

fans,

37%

state

that

they

get

excited

about

neobanking

&neobrokerageservicesBrand

profile:

attitudesWhat

doconsumersthink

ofneobanking&neobrokerage

ingeneral?49%38%37%35%35%31%28%24%23%20%20%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutneobanking

topicsrelating

toIget

excitedIliketotalkabout&neobrokerageservicesneobanking

&neobrokerageBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

neobanking

&neobrokerage

do

youagree

with?”;

Multi

Pick;“When

it

comesto

neobanking

&neobrokerage,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=212,

Neonenthusiast,

n=1,130,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Neon

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

neobanking

&neobrokerage,

theaverage

awareness

of

abrandinBrazil

is77%.Awareness

ofNeon,

however,

is

at75%.Awareness23%

ofBrazilian

neobanking

&neobrokerage

userssaythey

likeNeon,

compared

to

anindustryaveragebrandpopularityof

26%.16%

ofindustryusers

inBrazil

saythey

useNeon,

withthe

average

usageof

abrand

at20%.BuzzPopularity79%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Neon

hasbeen

noticed

lessinthe

media

compared

toother

brands,with

a“Buzz”score

of21%

compared

to28%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=930,

respondents

who

know

the

individual

brand

(popularity),

n=930,respondents

who

know

the

individual

brand

(usage),

n=152,

respondents

who

have

used

the

individual

brand

(loyalty),

n=930,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Neon

ranks

eighth

in

awareness

within

the

neobanking

&

neobrokerage

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNeonRank#

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.1NubankPagBankInter97%93%89%86%81%81%80%75%75%61%225%34C6BankBanco

BMGBanco

PanIti5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6775%8NeonOutofallrespondents,

75%

were

aware

of

Neon.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.9NextAwarenessN/A10Banco

Original13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Neon

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNeonRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1NubankInter74%39%37%34%23%23%19%16%15%15%23%23PagBankC6BankIti4Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

Neon.

Thisranksthemsixth

compared

tootherbrandssurveyed

inthismarket.56Neon7Next77%8Banco

PanBanco

OriginalWillBank9PopularityN/A1014

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=930,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Neon

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofNeonRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toneobanking

&neobrokerage,

which

of

the

followingbrandshaveyou

usedinthepast12

months?”.1NubankInter16%231%3PagBankC6BankIti30%Outofconsumers

who

knew

thebrand,

16%

saidtheyused

Neon.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.424%517%6Neon16%7Next13%8Banco

PanWillBankBanco

Original12%84%911%UsageN/A1010%15

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=930,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Neon

is

fifth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNeon’sconsumersRank#

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.1NubankInter21%283%3PagBankAgibankNeon81%480%579%6WillBankNext78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

neobanking

&neobrokerage,

which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.774%8Banco

BMGC6BankIti71%79%970%Outofrespondents

whohaveused

Neon,

79%

saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

MultiPick;Base:

n=152,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Neon

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNeonRank#

BrandBuzz%70%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1NubankC6BankPagBankInter21%245%340%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutNeon

inthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.436%5WillBankBanco

BMGNeon26%622%721%8Banco

PanIti21%79%920%BuzzN/A10Next19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=930,

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.?

Identifyandunderst