墨西哥汽車保險(xiǎn)公司qualitas用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSCar

insurance:

Quálitascustomers

in

MexicoConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofQuálitascustomers

inMexico:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Quálitascustomers

inMexico

(’’brandusers’’)

againstMexican

carinsuranceholders

ingeneral

(’’category

users’’),

and

theoverall

Mexicanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Mexico)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

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

insightsWith

a

user

share

of

15%,

Quálitas

is

one

of

the

top

3

car

insurance

brands

inMexicoManagement

summary:

brandusageand

competitionTop10

most

used

car

insurance

brandsinMexicoAXABBVA19%17%QuálitasG.N.P15%15%BanorteMapfreInbursaHDI5%5%4%3%3%ABAZurich2%4Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

carinsurance?";

Single

Pick;

Base:

n=475,

carinsurance

holdersConsumer

Insights

Global

as

of

August

2023Sources:Quálitas

customers

in

MexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsQuálitashasahighshareof

customersthatare

Millennialscompared

tothetotalonline

population.Anhonest

and

respectable

lifeis

moreItstands

out

that38%

ofQuálitasimportant

to

Quálitascustomers

thanto

customers

are

well

informed

abouttheir

viaastreaming

device

more

often

thanQuálitascustomers

access

theinternetother

carinsuranceholders.personal

insurancepolicies.theaverage

carinsuranceholder.Compared

toothercarinsurancebrands,Quálitashasarelatively

highshareof

female

customers.Family

andparentingarerelativelyprevalent

interests

of

Quálitascustomers.44%

ofQuálitascustomers

are

intheearly

majority

ofinnovation

adoptertypes.Quálitascustomers

tendtosend

privatemessages

more

often

thantheaverageonliner.Quálitashasalarger

shareof

customers

Gardening

andplants

are

relativelyArelatively

highshare

ofQuálitascustomers

thinkthatunemployment

isanissuethatneeds

tobeaddressed.Quálitascustomers

remember

seeingadsinvideo

portalsmore

often

thanother

carinsuranceholders.with

ahigh

income

than

other

carinsurancebrands.popularhobbiesamong

Quálitascustomers.Quálitascustomers

are

more

likely

toliveinlarge

citiesthan

carinsuranceholders

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Quálitas

has

a

high

share

of

customers

that

are

Millennials

compared

to

thetotal

online

populationDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users16%51%46%27%5%6%Category

usersAllrespondents19%29%32%41%24%4%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

carinsurance?";

Single

Pick;

Base:

n=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

car

insurance

brands,

Quálitas

has

a

relatively

high

share

offemale

customersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users48%52%Category

usersAllrespondents55%45%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourcarinsurance?";

SinglePick;Base:

n=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202382%

of

Quálitas

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico73%61%51%23%14%14%10%

10%10%

10%8%6%3%3%1%2%

2%0%

0%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

out

yourcarinsurance?";

Single

Pick;Base:

n=73,

Quálitas

customers,n=475,

carinsuranceholders,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Quálitas

has

a

larger

share

of

customers

with

a

high

income

than

other

carinsurance

brandsDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users61%21%17%16%Category

usersAllrespondents52%32%33%33%33%HighMiddleLow10

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=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

insurance

holders,

Quálitas

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive52%43%31%26%18%17%16%16%16%10%10%8%8%7%6%4%4%4%2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

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=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Quálitas

customers

are

more

likely

to

live

in

large

cities

than

car

insuranceholders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico37%34%32%29%27%22%18%18%13%12%11%11%10%9%6%6%2%1%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourcarinsurance?";

Single

Pick;Base:n=73,

Quálitas

customers,n=475,

carinsurance

holders,n=12151,

allrespondentsConsumer

Insights

Global

as

of

August

20238%

of

Quálitas

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users8%92%0%Category

usersAllrespondents6%92%2%7%88%5%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourcarinsurance?";

Single

Pick;Base:n=73,

Quálitas

customers,n=475,

carinsuranceholders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

ismore

important

to

Quálitas

customers

than

toother

car

insurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico63%56%53%45%45%42%42%39%35%35%36%38%34%39%35%29%29%26%31%29%28%16%15%15%10%10%10%6%

6%3%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipLearningnew

thingsSafety

andsecurityAdvancingmy

careerMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

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=73,Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Quálitas

customersConsumer

lifestyle:

main

interestsTop10

interestsofQuálitas

customers

inMexico67%65%60%63%62%61%60%59%58%56%55%55%46%54%53%52%51%

51%38%48%46%43%44%40%41%38%38%38%37%34%Movies,TVshows&musicTravelHealth

&fitnessFood

&diningScience

&technologyFinance&economyFamily

&parentingSportsFashion&beautyCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

carinsurance?";

Single

Pick;

Base:

n=73,

Quálitas

customers,

n=475,

carinsurance

holders,

n=12151,all

respondentsConsumer

Insights

Global

as

of

August

2023Gardening

and

plants

are

relatively

popular

hobbies

among

Quálitas

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofQuálitas

customers

inMexico63%59%55%53%52%52%51%49%48%48%47%47%39%46%45%45%44%44%36%43%42%41%40%34%40%37%36%33%26%22%ReadingTravelingCooking/bakingVideo

gamingOutdooractivitiesTech

/computersDoing

sportsandfitnessSocializingPetsGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourcarinsurance?";

Single

Pick;Base:

n=73,

Quálitas

customers,n=475,

carinsurance

holders,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Quálitas

customers

are

more

likely

to

do

fitness,

aerobics,

cardio

than

other

carinsurance

holdersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofQuálitas

customers

inMexico37%34%28%25%

25%21%24%22%19%19%16%16%15%12%12%

12%13%12%11%10%10%9%8%8%8%8%7%7%6%5%Running/JoggingFitness,aerobics,cardioSoccerYoga

/PilatesCyclingHikingBasketballSwimming/DivingDancingVolleyball

/Beach

VolleyballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

outyourcarinsurance?";

Single

Pick;Base:n=52,

Quálitas

customers,n=532,

carinsurance

holders,

n=6286,

all

respondentsConsumer

Insights

Global

as

of

August

2023Quálitas

customers

are

more

likely

to

follow

American

football

than

the

averageonlinerConsumer

lifestyle:

sports

followedTop10

sports

followed

byQuálitascustomers

inMexico42%40%33%32%31%25%24%23%23%22%21%19%17%16%14%13%12%12%13%11%11%8%8%8%8%8%8%7%5%3%SoccerAmericanfootballBasketballBaseballBoxingTennisVolleyballMotorsportsMixedMartial

ArtsSwimming/divingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourcarinsurance?";

Single

Pick;Base:

n=37,

Quálitas

customers,n=450,

carinsurance

holders,

n=4646,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

insurance?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

38%

of

Quálitas

customers

are

well

informed

about

theirpersonal

insurance

policiesConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

inMexico38%38%37%32%32%31%30%27%26%24%21%20%19%18%14%I’mwell

informedaboutmy

personalinsurancepoliciesIcould

benefit

ifItookadvicebyaninsurance

managingmy

insuranceexpert

(e.g.,onpremiums,

coverage)Icould

imagineItrustmy

insuranceprovider

to

takecare

ofmy

claimsIamwilling

toautomaticallyshareinformationaboutmy

behaviorwith

my

insuranceforbetter

ratesexclusively

onlineBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourcarinsurance?";

Single

Pick;Base:

n=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=2023,

allrespondentsConsumer

Insights

Global

as

of

August

202344%

of

Quálitas

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico44%40%

40%29%26%21%18%18%18%17%16%12%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Quálitas

customers

think

that

unemployment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoQuálitas

customers78%

75%70%68%63%66%

61%58%62%54%60%60%59%59%57%53%49%54%52%51%43%48%45%41%43%40%41%31%36%30%CrimeUnemploymentPovertyEducationRising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

security

water

securityFood

andEnvironmentHousingBrand

usersCategory

usersAllrespondents23

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=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Quálitas

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users22%47%27%4%Category

usersAllrespondents24%35%31%10%24%30%27%19%LeftCenterRightPrefer

nottoanswer24

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=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsQuálitas

customers

access

the

internet

via

a

streaming

device

more

often

thanthe

average

car

insurance

holderMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet92%

92%87%82%

83%70%67%67%

67%66%61%59%54%53%50%48%46%47%45%45%44%38%36%35%34%31%24%SmartphoneSmart

TVGaming

consoleLaptopTabletStreaming

device

Smart

speakersAllrespondentsDesktop

PCSmartwatchBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtaken

out

yourcarinsurance?";

Single

Pick;Base:

n=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Quálitas

customers

tend

to

send

private

messages

more

often

than

the

averageonlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype77%69%67%

65%60%61%60%61%57%52%59%58%56%54%53%53%49%45%40%47%39%45%42%36%34%33%28%24%20%16%10%7%5%1%

1%0%Sentprivate

Liked

postsFollowedpeoplePostedpictures/videosCommentedon

postsLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents27

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=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Quálitas

customers

tend

to

watch

digital

video

content

more

often

than

carinsurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks97%90%88%86%81%81%

81%79%70%70%67%64%64%63%59%59%57%44%53%45%51%38%

37%30%37%34%26%34%30%28%8%7%4%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentPodcastsRadioOnlinenewswebsitesOnlinemagazinesMagazinesDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourcarinsurance?";

Single

Pick;Base:n=73,

Quálitas

customers,n=475,

carinsurance

holders,n=6058,

all

respondentsConsumer

Insights

Global

as

of

August

2023Quálitas

customers

remember

seeing

ads

in

video

portals

more

often

thanother

car

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereQuálitas

customers

inMexicohavecome

across

digitaladvertisinginthepast4weeks79%65%58%51%51%49%48%49%40%40%

36%32%37%32%39%33%34%36%33%34%34%32%32%30%31%30%30%30%29%25%Video

portalsSocial

media

Video

streaming

Video

gamesservicesMusicportalsWebsitesandappsof

brandsOtherappsEditorialwebsitesandappsOnlinestores

Search

enginesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourcarinsurance?";

Single

Pick;

Base:n=73,

Quálitas

customers,n=475,

carinsurance

holders,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Quálitas

customers

remember

ads

they

got

by

mail

more

often

than

other

carinsurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks67%62%56%50%47%46%44%44%42%36%42%36%31%30%28%28%27%20%26%

26%25%21%22%17%OnTVDirectly

inthestoreOnadvertising

AtthemoviesOntheradioInprintedmagazinesandjournalsBy

mailshot

/advertisingmailInprinteddailynewspapersspaces/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

carinsurance?";

Single

Pick;

Base:n=73,

Quálitas

custo