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CONSUMERS&BRANDSCar
insurance:
PrimaAssicurazioni
customers
in
ItalyConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofPrimaAssicurazioni
customers
inItaly:who
theyare;
what
theylike;
what
they
think;
andhowtoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
toNumberof
respondents:benchmark
PrimaAssicurazioni
customers
inItaly(’’brandusers’’)
againstItalian
carinsuranceholders
ingeneral
(’’category
users’’),
and
theoverall
Italianonliner,
labelled
as’’all
respondents’’
inthe
charts.?
12,000+
forcountries
with
theextended
survey(including
Italy)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
theConsumer
InsightsGlobal
survey,
anFieldwork:international
survey
thatcovers
more
than15,000brandsacross
56
countries.?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsPrima
Assicurazioni
ranks
fourth
amongcar
insurance
brandsin
ItalyManagement
summary:
brandusageand
competitionTop10
most
used
car
insurance
brandsinItalyAllianzUnipolSaiGenerali17%17%9%Prima
AssicurazioniAXA7%7%ConTe5%Genertel4%4%GenialloydVittoria4%4%Zurich4Notes:"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=1416,
carinsurance
holdersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
car
insurance
holders
using
Prima
Assicurazioni
stayed
the
samesince
Q2
of
2022Management
summary:
brandusagetimelineTimeline
of
carinsuranceholdersusing
Prima
Assicurazioni8%7%7%7%7%2022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=48
-
108
PrimaAssicurazioni
customers,
n=734
-
1448
carinsurance
holdersConsumer
Insights
Global
as
of
August
2023Sources:Prima
Assicurazioni
customers
in
ItalyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsPrima
Assicurazioni
ismore
popularamong
Generation
Xthanother
carinsurancebrands.Ahappy
relationship
ismore
importanttoPrima
Assicurazioni
customers
thantoothercarinsuranceholders.Itstands
out
that36%
ofPrimaAssicurazioni
customers
couldimaginemanagingtheirinsuranceexclusivelyonline.Prima
Assicurazioni
customers
accessthe
internet
viaasmart
speaker
lessoften
than
theaverage
carinsuranceholder.Prima
Assicurazioni
ismore
popularVehicles
andmobility
arerelativelyamong
male
carinsuranceholders
than
prevalent
interests
of
Primafemale
carinsuranceholders.
Assicurazioni
customers.17%
ofPrima
Assicurazioni
customersareearly
adopters,
when
itcomes
toinnovation.Arelatively
highshare
ofPrimaAssicurazioni
customers
only
usesocialmedia
passively.Prima
Assicurazioni
hasasmaller
share
PrimaAssicurazioni
customers
haveof
customers
withahighincome
thanother
carinsurancebrands.similar
hobbiesasother
carinsuranceholders.Rising
prices,
inflation&cost
of
livingareof
particularconcern
to
PrimaAssicurazioni
customers.Prima
Assicurazioni
customersremember
seeing
adson
videostreaming
services
less
often
thanothercarinsuranceholders.Prima
Assicurazioni
customers
aremorelikely
to
liveincities
withover
1millioninhabitants
than
carinsuranceholdersingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Prima
Assicurazioni
is
more
popular
among
GenerationX
than
other
carinsurance
brandsDemographic
profile:
generationsAgeof
consumersinItalyBrand
users4%30%52%14%14%12%Category
usersAllrespondents12%31%43%19%31%38%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Fromwhich
ofthe
following
providershave
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
is
more
popular
among
male
car
insurance
holders
thanfemale
car
insurance
holdersDemographic
profile:
genderGenderofconsumersinItalyBrand
users63%37%Category
usersAllrespondents51%50%49%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
SinglePick;Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
allrespondentsSources:Consumer
Insights
Global
as
of
August
202337%
of
Prima
Assicurazioni
customers
have
an
upper
secondary
education
withthe
permission
to
go
to
universityDemographic
profile:
educationConsumer’s
level
of
educationinItaly37%30%30%22%21%19%17%17%16%
16%15%10%9%8%8%8%5%5%3%
3%1%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
you
taken
out
yourcarinsurance?";
Single
Pick;Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
has
a
smaller
share
of
customers
with
a
high
income
thanother
car
insurance
brandsDemographic
profile:
incomeShare
ofconsumersinItaly
inthehigh,
middle,
andlowthirdsofmonthly
household
gross
incomeBrand
users30%38%32%Category
usersAllrespondents37%34%29%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyourcarinsurance?";
Single
Pick;Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
car
insurance
holders,
Prima
Assicurazioni
customers
arerelatively
likely
to
live
in
a
couple
householdDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinItaly
live38%35%33%29%23%23%21%18%12%12%
12%11%9%5%
6%3%3%2%
2%Multi-generationalfamily1%1%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo
or
moreOtherhouseholdrelated
adults
household
typesBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
customers
are
more
likely
to
live
in
cities
with
over
1
millioninhabitants
than
car
insurance
holders
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinItaly33%32%27%26%25%24%21%20%20%16%12%11%11%11%11%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=105,
PrimaAssicurazioni
customers,
n=1416,
carinsurance
holders,n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
20232%
of
Prima
Assicurazioni
customers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinItalyBrand
users2%90%9%8%9%Category
usersAllrespondents5%87%5%86%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedA
happy
relationship
is
more
important
to
Prima
Assicurazioni
customers
thanto
other
car
insurance
holdersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinItaly64%64%62%59%57%54%41%37%34%30%29%34%29%32%32%30%27%24%19%
22%16%14%14%17%14%10%14%9%7%5%AhappyrelationshipAnhonest
andrespectable
lifeSafety
andsecurityHavingagood
timeLearningnew
thingsMaking
myown
decisionsSocial
justiceTraditionsTobesuccessfulAdvancingmy
careerBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Fromwhich
ofthe
following
providershave
you
taken
outyourcarinsurance?";
Single
Pick;Base:n=105,PrimaAssicurazioni
customers,
n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Vehicles
andmobility
are
relatively
prevalent
interests
of
Prima
AssicurazionicustomersConsumer
lifestyle:
main
interestsTop10
interestsofPrima
Assicurazioni
customers
inItaly62%61%61%61%56%58%56%56%50%46%47%46%41%45%39%42%42%42%38%33%31%35%35%35%32%32%31%30%25%23%TravelFood
&diningMovies,TVshows&musicSportsHealth
&fitnessScience
&technologyHome
&gardenPolitics&societyandcurrentworld
eventsHistoryVehicles
&mobilityBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
outyour
carinsurance?";
Single
Pick;
Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsuranceholders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
customers
have
similar
hobbies
as
other
car
insuranceholdersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofPrima
Assicurazioni
customers
inItaly51%50%45%46%43%41%40%40%37%36%36%35%36%36%34%34%34%32%31%31%29%29%28%26%27%26%25%24%23%23%TravelingCooking/bakingReadingOutdooractivitiesTech
/computersPetsGardeningandplantsDIYandarts&craftsDoing
sportsandfitnessSocializingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsuranceholders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
customers
participate
in
similar
sports
and
activities
asother
car
insurance
holdersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofPrima
Assicurazionicustomers
inItaly20%17%17%16%15%13%13%12%11%12%11%10%9%9%9%9%8%8%8%8%6%5%4%3%3%3%3%3%3%2%Running/JoggingCyclingFitness,aerobics,cardioSwimming/DivingHikingSoccerYoga
/PilatesHunting/FishingTableTennisVolleyball
/Beach
VolleyballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
you
taken
outyourcarinsurance?";
Single
Pick;Base:n=48,
PrimaAssicurazioni
customers,n=748,carinsurance
holders,
n=5965,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
customers
follow
similar
sports
leagues,
teams,
andcompetitions
as
customers
of
other
car
insurance
brandsConsumer
lifestyle:
sports
followedTop10
sports
followed
byPrima
Assicurazioni
customersinItaly38%
38%34%19%17%16%15%13%14%12%12%12%12%12%11%11%10%10%10%9%8%9%8%6%6%6%6%4%4%4%SoccerTennisMotorsportsVolleyballSwimming/divingBasketballCyclingAthletics(track&
field)RugbyGymnasticsBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=49,
PrimaAssicurazioni
customers,n=645,
carinsurance
holders,
n=5094,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
insurance?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
36%
of
Prima
Assicurazioni
customers
could
imaginemanaging
their
insurance
exclusively
onlineConsumer
attitudes:insuranceAgreementwithstatements
towards
insurance
inItaly36%31%30%28%28%26%26%24%20%19%18%17%15%14%10%Icould
imaginemanagingmy
insuranceexclusively
onlineI’mwell
informedaboutmy
personalinsurancepoliciesItrustmy
insuranceprovider
to
takecare
ofmy
claimsIcould
benefit
ifItookadvicebyaninsuranceexpert
(e.g.,onIamwilling
toautomaticallyshareinformationaboutmy
behaviorwith
my
insuranceforbetter
ratespremiums,
coverage)Brand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,n=2032,
all
respondentsConsumer
Insights
Global
as
of
August
202317%
of
Prima
Assicurazioni
customers
are
early
adopters,
whenit
comes
toinnovationConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinItaly52%51%
51%18%18%17%17%17%16%14%13%12%2%1%0%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=105,
PrimaAssicurazionicustomers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Rising
prices,
inflation
&
cost
of
living
are
of
particular
concern
to
PrimaAssicurazioni
customersConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Italy
accordingtoPrima
Assicurazioni
customers62%62%62%61%59%53%59%59%56%53%53%52%46%49%45%48%50%47%
44%41%47%41%44%43%41%37%41%
38%35%41%Rising
prices
Unemployment/inflation/EconomicsituationHealth
andsocial
securityPovertyClimatechangeCrimeEnvironmentImmigrationEducationcost
of
livingBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Fromwhich
ofthe
following
providershave
youtaken
outyour
carinsurance?";
Single
Pick;Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Many
Prima
Assicurazioni
customers
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinItalyBrand
users21%29%27%24%Category
usersAllrespondents25%26%31%18%26%24%29%21%LeftCenterRightPrefer
nottoanswer25
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Fromwhich
ofthe
following
providers
haveyoutaken
out
yourcarinsurance?";
Single
Pick;Base:
n=105,
PrimaAssicurazioni
customers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsPrima
Assicurazioni
customers
access
the
internet
via
a
smart
speaker
less
oftenthan
the
average
car
insurance
holderMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinItalyuseregularly
toaccesstheinternet95%
96%94%80%73%70%
70%69%67%63%58%54%50%49%47%35%
36%
35%30%28%28%26%25%25%25%21%20%SmartphoneLaptopSmart
TVTabletDesktop
PCGaming
consoleAllrespondentsSmartwatchStreaming
device
Smart
speakersBrand
usersCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Fromwhich
ofthe
following
providershave
youtaken
out
yourcarinsurance?";
Single
Pick;Base:
n=105,
PrimaAssicurazionicustomers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Prima
Assicurazioni
customers
only
use
social
mediapassivelyMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinItaly
by
type63%57%64%61%60%53%51%47%50%43%
47%41%
42%44%42%33%30%30%23%26%
27%20%24%18%15%21%18%18%10%10%9%
9%9%5%4%
4%Sentprivate
Liked
postsPostedpictures/videosFollowedpeopleCommentedon
postsSharedpostsbyother
usersPosted
texts/statusLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediamessagesbyotherusersupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=105,
PrimaAssicurazionicustomers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
customers
tend
toread
online
news
websites
less
oftenthan
car
insurance
holders
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinItaly
havebeen
using
inthepast4weeks90%88%87%72%
72%62%71%67%66%56%49%44%
42%41%
42%42%36%33%36%32%30%
30%28%22%
23%18%18%18%
18%17%16%15%14%TVRadioDigitalvideo
Digitalmusic
OnlinenewsMovies
/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspaperscontentcontentwebsitesBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthe
following
providershave
youtaken
outyourcarinsurance?";
Single
Pick;Base:n=50,
PrimaAssicurazioni
customers,n=702,
carinsurance
holders,
n=6103,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
customers
remember
seeing
ads
on
video
streamingservices
less
often
than
other
car
insurance
holdersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswherePrima
Assicurazioni
customers
inItalyhave
come
across
digital
advertisinginthepast4weeks46%44%43%41%39%38%38%35%34%32%29%31%30%28%22%25%24%24%23%22%21%20%19%18%18%17%17%12%16%13%Video
portals
Search
engines
Social
mediaOnlinestores
Video
streamingservicesOtherappsWebsitesandappsof
brandsEditorialwebsitesandappsNewslettersVideo
gamesBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Fromwhich
ofthe
following
providers
have
youtaken
out
yourcarinsurance?";
Single
Pick;
Base:n=105,
PrimaAssicurazionicustomers,n=1416,
carinsurance
holders,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
August
2023Prima
Assicurazioni
customers
remember
advertising
they
heard
on
the
radioless
often
than
other
car
insurance
holdersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinItalyhave
come
across
non-digital
advertisinginthepast4weeks71%66%65%40%36%34%35%33%31%30%30%29%27%26%22%22%
22%21%18%17%16%15%15%13%OnTVOnadvertisingspacesDirectly
inthestoreBy
mailshot
/advertisingmailOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Fromwhich
of
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