CONSUMER&

BRANDBrandKPIs

for

car

insurance:

DirectLine

in

the

United

KingdomConsumer

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

Direct

Line’sperformance

inthe

carinsurance

market.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,

asofNovember202473%

of

Direct

Line

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Direct

Line’sbrandingresonates

more

withGen

X?Direct

Linerankssixthinawareness

withinthecarinsurancemarket?Direct

Linegenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Direct

Lineis

30%?Direct

Lineranksninth

inownership?Among

Direct

Lineenthusiasts,40%

fallunderthehigh-income

category?Interms

of

loyalty,Direct

LineistenthintheUnited?Consumers

want

theircarinsurancebrandsto

haveKingdomhonesty

/trustworthiness,

reliability,

and

highvalue?Direct

Linehasascore

of

29%

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.4Awarenessis

the

highest

scoring

KPI

for

Direct

Line

at

82%Brand

profile:

snapshotBrand

performance

of

DirectLine

intheUnitedKingdom82%73%30%29%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),n=1,021,

respondents

who

know

the

individual

brand

(popularity),

n=1,021,

respondentswho

know

the

individual

brand

(ownership),

n=98,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,021,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Direct

Line’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%40%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDirect

Linebygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDirect

Lineislikedby10%

of

Babyboomers

and

40%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is11%

and

28%,

respectively.28%22%ForMillennials

andGen

Z,

36%

and

14%

feel

positivelytowards

Direct

Line,versus

39%

and

22%.

Socurrently,forDirect

Line,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.14%11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=305,

DirectLine

enthusiast,

n=933,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Direct

Line

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Direct

Lineshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Direct

Linehasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%49%51%51%

ofmen

likeDirect

Linecompared

to49%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

own

carinsurancecompared

to

49%

of

women.92%90%6%

of

Direct

Lineenthusiastsconsiderthemselves

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

carinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=305,

DirectLineenthusiast,

n=933,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Direct

Line

enthusiasts,

40%

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.19%15%Single40%40%19%21%CoupleSingleparentNuclear40%

ofDirect

Lineenthusiastsarefromhigh-income

households.Direct

Line’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

19%

of

Direct

Lineenthusiastshavethiscurrent

livingsituation.9%10%38%37%32%31%29%Multi-generational1%2%10%11%ExtendedOther28%3%3%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

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=305,

DirectLine

enthusiast,

n=933,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

honesty

/trustworthiness,

reliability,

and

highvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Direct

Lineowners

alsoappreciate

thesekey

attributes,indicating

Direct

Lineexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatDirect

Lineenthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityDirect

Lineshouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carinsurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

carinsurance,which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=98,

DirectLine

owners’,

n=305,DirectLine

enthusiast,

n=933,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Direct

Line

fans,

14%

state

that

they

get

excited

about

car

insuranceprovidersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?47%43%36%33%23%22%21%19%16%

16%14%12%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustcarinsuranceproviderstopicsrelating

tocarinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carinsurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=305,

DirectLine

enthusiast,

n=933,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Direct

Line

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinthe

United

Kingdomis64%.Awareness

ofDirect

Line,however,

is

at82%.Awareness30%

ofUK

carinsurance

owners

saytheylikeDirectLine,compared

to

anindustryaverage

brandpopularity

of21%.10%

ofindustryowners

inthe

United

Kingdomsaythey

own

Direct

Line,with

the

average

ownership

of

abrandat8%.BuzzPopularity73%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of70%.Direct

Linehasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Carinsurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),n=1,021,

respondents

who

know

the

individual

brand

(popularity),

n=1,021,

respondentswho

know

the

individual

brand

(ownership),

n=98,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,021,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Direct

Line

ranks

sixth

in

awareness

within

the

carinsurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDirectLineRank#

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.1Aviva86%85%83%82%82%82%81%77%75%72%18%2HalifaxTescoBankAdmiralAA345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Direct

LineAXA78ChurchillM&SOutofallrespondents,

82%

were

aware

of

Direct

Line.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.82%9AwarenessN/A10LV=13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Direct

Line

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDirectLineRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Aviva36%33%33%31%30%25%23%23%21%20%2AdmiralAA30%34ChurchillDirect

LineAXAOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

Direct

Line.

Thisranksthem

fifth

compared

toother

brandssurveyed

inthismarket.567HastingsLV=70%89TescoBankHalifaxPopularityN/A1014

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,021,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Direct

Line

ranks

ninth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofDirectLineRank#

BrandUsage

%17%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.1Aviva10%2AdmiralAA14%313%Outofconsumers

who

knew

thebrand,

10%

saidtheyowned

Direct

Line.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.4AXA12%5TescoBankChurchillHastingsCountrywideDirect

LineAgeas10%610%710%810%90%Usage910%N/A1010%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=1,021,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Direct

Line

is

tenth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDirectLine’sconsumersRank#

BrandLoyalty

%86%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.1AA2AdmiralM&S80%27%380%4ChurchillTescoBankAgeas77%576%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7Aviva75%73%8PrivilegeHastingsDirect

Line75%974%Outofrespondents

whohaveowned

Direct

Line,73%saidthey

would

purchasethebrandagain.LoyaltyN/A1073%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=98,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Direct

Line

has

a

score

of

29%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDirectLineRank#

BrandBuzz%29%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Direct

LineChurchillAdmiralAA227%29%326%Outofconsumers

who

knew

thebrand,

29%

saidtheyhadheardaboutDirect

Lineinthemedia.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.426%5LV=25%6Aviva23%7AXA15%71%8HastingsHalifaxMORE

THAN15%914%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,021,

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.?

Ide