CONSUMER&

BRANDBrandKPIs

for

sports

&

outdooronline

shops:

BIKE24

in

GermanyConsumer

Insights

reportDecember2024Discover

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

BIKE24’s

performance

inthesports&outdoor

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202459%

of

BIKE24

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??BIKE24’s

brandingresonates

more

with

Millennials?BIKE24

generally

appealstomen

more

than

women?BIKE24

rankstenthinawareness

within

the

sports&outdoor

online

shopmarket?Thepopularity

ratingof

BIKE24

is23%?BIKE24

ranksfifthinusage?Among

BIKE24

enthusiasts,41%

fallunderthe

high-income

category?Consumers

want

theirsports&outdoor

onlineshopbrandstohavehighvalue,reliability,

and

honesty

/trustworthiness?Interms

of

loyalty,BIKE24

is

outsidethe

Top

10

inGermany?BIKE24

hasascore

of17%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

BIKE24

at

59%Brand

profile:

snapshotBrand

performance

of

BIKE24

inGermany59%28%23%20%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=351,

respondents

who

know

the

individual

brand

(popularity),

n=351,respondents

who

know

the

individual

brand

(usage),

n=71,

respondents

who

have

used

the

individual

brand

(loyalty),

n=351,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BIKE24’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBIKE24

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatBIKE24

islikedby6%of

Baby

boomers

and27%

ofGenXers,

whereas

thetotalshareof

industryusers

is10%and29%,

respectively.34%29%27%26%24%ForMillennials

andGen

Z,

43%

and

24%

feel

positivelytowards

BIKE24,

versus

34%

and26%.

So

currently,

forBIKE24,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.10%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosports

&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=79,

BIKE24

enthusiast,

n=945,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024BIKE24

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

BIKE24

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%14%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BIKE24

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.39%61%48%52%61%

ofmen

likeBIKE24

compared

to39%

ofwomen,

whereas

fortheoverallindustry,52%

of

men

usesports&outdoor

online

shopscompared

to48%of

women.86%82%14%

ofBIKE24

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=79,

BIKE24

enthusiast,

n=945,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

BIKE24

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.28%23%Single36%22%27%41%CoupleSingleparentNuclear41%

ofBIKE24

enthusiastsare

fromhigh-income

households.BIKE24’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

33%

of

BIKE24enthusiastshavethiscurrent

livingsituation.6%8%33%34%30%24%32%Multi-generational3%2%6%ExtendedOther26%12%3%4%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

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=79,

BIKE24

enthusiast,

n=945,

sports&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sports

&

outdoor

online

shop

brands

to

have

high

value,reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

sports

&outdoor

online

shopbrandsForsports

&outdoor

online

shops,thetopthree

qualitiesusers

wantfrom

abrandarehighvalue,reliability,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%However,

forBIKE24

users

the

top

3attributesthey

actuallywant

arecoolness,

friendliness,

and

authenticity.SocialresponsibilityCoolnessThequalitiesthatBIKE24

enthusiastsareleast

focused

onare

boldnessandinclusiveness.ReliabilityExclusivityBIKE24

should

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=71,

BIKE24

users’,n=79,

BIKE24

enthusiast,

n=945,

sports&outdoor

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

BIKE24

fans,

48%

state

that

they

get

excited

about

sports

&

outdooronline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofsports

&outdoor

onlineshopsingeneral?48%44%42%38%35%33%23%22%22%20%19%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

sports&outdoor

topicsrelating

toonlineshopssports&outdooronlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sports

&outdoor

online

shops

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

sports

&outdooronline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=79,

BIKE24enthusiast,

n=945,

sports&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1159%

of

BIKE24

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sports

&outdoor

online

shops,theaverage

awareness

of

abrandinGermany

is43%.Awareness

ofBIKE24,

however,

isat28%.Awareness23%

ofGerman

sports&outdoor

online

shopuserssaythey

likeBIKE24,

compared

toanindustryaveragebrandpopularityof

28%.20%

ofindustryusers

inGermany

say

theyuseBIKE24,with

the

average

usageofabrandat18%.BuzzPopularity59%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

72%.BIKE24

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

18%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=351,

respondents

who

know

the

individual

brand

(popularity),

n=351,respondents

who

know

the

individual

brand

(usage),

n=71,

respondents

who

have

used

the

individual

brand

(loyalty),

n=351,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BIKE24

ranks

tenth

in

awareness

within

the

sports

&

outdoor

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBIKE24Rank#

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.1adidas93%92%80%74%72%66%60%47%46%28%2Nike28%3IntersportTEMU45DecathlonFoot

LockerSportScheckGlobetrotterfahrrad.deBIKE24Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6772%8Outofallrespondents,

28%

were

aware

of

BIKE24.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

BIKE24

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBIKE24Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1adidas61%56%45%37%35%31%27%27%26%23%23%2Nike3DecathlonSportScheckIntersportFoot

LockerBergzeit4Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

BIKE24.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56777%8bergfreunde.deGlobetrotterfahrrad.de9PopularityN/A1014

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=351,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BIKE24

ranksfifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBIKE24Rank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

sports

&outdoor

online

shops,which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1adidas20%2Nike36%3DecathlonTEMU31%Outofconsumers

who

knew

thebrand,

20%

saidtheyused

BIKE24.

Thisranksthemfifth

compared

tootherbrandssurveyed

inthismarket.422%5BIKE2420%6bergfreunde.de11teamsportsIntersportFoot

LockerSportScheck17%717%817%80%916%UsageN/A1016%15

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=351,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

BIKE24

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBIKE24’s

consumersRank#

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.1Nike2adidas88%3DecathlonGlobetrotterSportScheckIntersportCampingWagnerTEMU86%41%484%580%679%59%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sports

&outdooronlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.776%875%9bergfreunde.deKraemer75%Outofrespondents

whohaveused

BIKE24,

59%

saidthey

would

usethebrand

again.LoyaltyN/A1075%16

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;

Multi

Pick;Base:n=71,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BIKE24

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBIKE24Rank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidas17%2Nike35%3DecathlonTEMU29%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutBIKE24

inthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.428%5CampingWagnerfahrrad.deBergzeit21%618%718%8BIKE2417%83%9Foot

Locker11teamsports17%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=351,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewg