CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:Amazon

in

BrazilConsumer

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

Amazon’s

performance

inthefurnitureonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202493%

of

Amazon

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Amazon’sbrandingresonates

more

with

Gen

Z?Amazon

ranksfirst

inawareness

within

the

furnitureonlineshop

market?Amazon

generally

appealstowomen

and

menequally?Thepopularity

ratingof

Amazon

is74%?Among

Amazon

enthusiasts,35%

fallunderthe

high-

?Amazon

ranksfirst

inusageincome

category?Interms

of

loyalty,Amazon

is

firstinBrazil?Amazon

hasascore

of73%

formedia

buzz?Consumers

want

theirfurnitureonlineshop

brandstohavereliability,

honesty

/trustworthiness,

andauthenticity3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Amazon

at

95%Brand

profile:

snapshotBrand

performance

of

Amazon

inBrazil95%93%74%73%62%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,187,

respondents

who

know

the

individual

brand

(popularity),

n=1,187,respondents

who

know

the

individual

brand

(usage),

n=738,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,187,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Amazon’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAmazon

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatAmazon

islikedby4%

of

Babyboomers

and25%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

25%,

respectively.33%30%25%

25%ForMillennials

andGen

Z,

38%

and

33%

feel

positivelytowards

Amazon,versus

41%

and30%.

So

currently,forAmazon,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=874,

Amazon

enthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Amazon

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Amazon

shows

thatwomen

are

equally

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Amazon

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%51%49%50%

ofwomen

likeAmazon

compared

to50%

ofmen,

whereas

for

the

overallindustry,51%

of

women

usefurnitureonlineshopscompared

to

49%

of

men.89%89%9%

of

Amazon

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=874,Amazon

enthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Amazon

enthusiasts,

35%

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%8%Single35%35%13%14%CoupleSingleparentNuclear35%

ofAmazon

enthusiastsarefromhigh-income

households.Amazon’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

26%

ofAmazonenthusiastshavethiscurrent

livingsituation.7%8%33%32%36%36%34%Multi-generational7%8%26%23%31%ExtendedOther3%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

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=874,

Amazon

enthusiast,

n=1,063,furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arereliability,

honesty

/trustworthiness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Amazon

users

alsoappreciate

these

keyattributes,indicating

Amazon

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatAmazon

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityAmazon

should

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

furniture

online

shops,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=738,

Amazon

users’,

n=874,

Amazonenthusiast,

n=1,063,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Amazon

fans,

38%

state

that

they

get

excited

about

furniture

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?42%

42%38%37%33%32%31%

31%29%

29%28%27%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutfurniture

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsfurnitureonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

furniture

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=874,

Amazon

enthusiast,n=1,063,

furniture

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.1193%

of

Amazon

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinBrazil

is50%.

Awareness

ofAmazon,however,

isat95%.Awareness74%

ofBrazilian

furnitureonlineshop

userssay

theylikeAmazon,compared

toanindustryaverage

brandpopularity

of35%.62%

ofindustryusers

inBrazil

saythey

useAmazon,with

the

average

usageofabrandat22%.BuzzPopularity93%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

78%.Amazon

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of73%compared

to

26%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,187,

respondents

who

know

the

individual

brand

(popularity),

n=1,187,respondents

who

know

the

individual

brand

(usage),

n=738,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,187,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Amazon

ranksfirst

in

awareness

within

the

furniture

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAmazon5%Rank#

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.1Amazon95%87%75%73%66%65%48%44%27%25%2Ortobom3Tok&Stok4Dafiti

HomeMadeiraMadeiraLojas

MarabrazMobly5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678VestcasaOutofallrespondents,

95%

were

aware

of

Amazon.Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.9Casatema95%AwarenessN/A10MeuMóvel

deMadeira13

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

Amazon

is

74%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAmazonRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon74%61%55%53%37%33%30%28%27%27%2Tok&Stok26%3MadeiraMadeiraOrtobom4Outofconsumers

who

knew

thebrand,

74%

saidtheyliked

Amazon.

Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.5Vestcasa6Mobly7Dafiti

HomeLojas

MarabrazMóveis

SimonettiMeuMóvel

deMadeira74%89PopularityN/A1014

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,187,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Amazon

ranksfirst

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAmazonRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Amazon2MadeiraMadeiraOrtobom34%334%38%Outofconsumers

who

knew

thebrand,

62%

saidtheyused

Amazon.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.4Tok&Stok33%5Vestcasa21%6MeuMóvel

deMadeiraMobly17%62%717%8Lojas

MarabrazDafiti

HomeMóveis

Simonetti16%915%UsageN/A1015%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,187,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Amazon

is

first

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAmazon’s

consumersRank#

BrandLoyalty

%93%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.7%1Amazon2Tok&StokOrtobom88%385%4MadeiraMadeiraVestcasa82%579%6Móveis

SimonettiDafiti

HomeCasatemaMobly77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.776%876%93%N/A975%Outofrespondents

whohaveused

Amazon,93%

saidthey

would

usethebrand

again.Loyalty10Muma74%16

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=738,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Amazon

has

a

score

of

73%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAmazonRank#

BrandBuzz%73%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon2Ortobom40%27%3Tok&Stok38%Outofconsumers

who

knew

thebrand,

73%

saidtheyhadheardaboutAmazon

inthemedia.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.4MadeiraMadeiraLojas

MarabrazVestcasa34%525%625%7Mobly22%73%8Dafiti

HomeMóveis

SimonettiMeuMóvel

deMadeira21%916%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,187,

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

andunlocknewgrowthopportunities.?

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