CONSUMER&

BRANDBrandKPIs

for

smart

home:

TP-Link

inthe

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.

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

TP-Link’sperformance

inthesmart

home

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202473%

of

TP-Link

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TP-Link’sbrandingresonates

more

withMillennials?TP-Linkgenerally

appealsto

men

more

than

women?TP-LinkranksoutsidetheTop10

inawareness

withinthe

smart

home

market?Thepopularity

ratingof

TP-Linkis

23%?TP-Linkranksseventh

inusage?Among

TP-Linkenthusiasts,49%

fallunderthehigh-income

category?Consumers

want

theirsmart

home

brandstohave?Interms

of

loyalty,TP-Link

istenthinthe

Unitedreliability,

honesty

/trustworthiness,

and

clevernessKingdom?TP-Linkhasascore

of

10%

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.4Loyalty

is

the

highest

scoring

KPI

forTP-Link

at

73%Brand

profile:

snapshotBrand

performance

of

TP-LinkintheUnited

Kingdom73%29%23%17%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smarthome

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=364,

respondents

who

know

the

individual

brand

(popularity),

n=364,

respondents

whoknow

the

individual

brand(usage),

n=63,

respondents

who

have

used

the

individual

brand

(loyalty),

n=364,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TP-Link’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTP-Link

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatTP-Linkislikedby7%

of

Babyboomers

and19%

of

GenXers,

whereas

thetotalshareof

industryusers

is7%and25%,

respectively.36%31%29%25%19%ForMillennials

andGen

Z,

45%

and

29%

feel

positivelytowards

TP-Link,versus

36%

and

31%.

Socurrently,

forTP-Link,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.7%

7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmarthome,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=85,

TP-Link

enthusiast,

n=876,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024TP-Link

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TP-Link

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TP-Linkhasalower7%10%87%29%71%71%

ofmen

likeTP-Link

compared

to28%

ofwomen,

whereas

fortheoverallindustry,50%

of

women

usesmarthome

compared

to

50%

of

men.50%50%proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.91%7%

of

TP-Linkenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=85,

TP-Linkenthusiast,

n=876,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

TP-Link

enthusiasts,

49%

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.14%16%Single38%12%19%CoupleSingleparentNuclear49%49%

ofTP-Link

enthusiastsarefromhigh-income

households.TP-Link’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

21%

ofTP-Linkenthusiastshavethiscurrent

livingsituation.7%9%35%33%34%28%27%Multi-generational5%3%21%14%ExtendedOther24%6%5%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

smarthome,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=85,

TP-Link

enthusiast,

n=876,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

smart

home

brands

to

have

reliability,

honesty

/trustworthiness,

and

clevernessBrand

profile:

qualitiesQualitiesuserswant

from

smart

homebrandsForsmart

home,

the

topthree

qualitiesusers

wantfrom

abrandarereliability,honesty

/trustworthiness,

andcleverness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%TP-Link

users

also

appreciatethese

keyattributes,indicating

TP-Link

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatTP-Linkenthusiastsareleast

focused

on

arethrill/excitement

andsocial

responsibility.ReliabilityExclusivityTP-Link

shouldwork

onpromotinginclusiveness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smarthome,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tosmarthome,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=63,

TP-Link

users’,n=85,

TP-Link

enthusiast,

n=876,

smarthome

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

TP-Link

fans,

48%

state

that

they

get

excited

about

smart

homeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsmart

home

ingeneral?48%40%36%35%31%31%30%26%25%21%16%15%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsmarthome

productsIliketotalkabouttopicsrelating

tosmart

homeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smarthome

do

youagreewith?”;

Multi

Pick;“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=85,

TP-Link

enthusiast,

n=876,

smarthome

usersSources:

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

TP-Link

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smart

home,

the

average

awarenessof

abrand

intheUnitedKingdomis49%.

Awarenessof

TP-Link,however,

isat28%.Awareness23%

ofUK

smart

home

userssay

theylikeTP-Link,compared

to

anindustryaverage

brandpopularity

of26%.17%

ofindustryusers

intheUnitedKingdomsaytheyuseTP-Link,withtheaverage

usageof

abrandat15%.BuzzPopularity73%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

68%.TP-Link

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

10%

comparedto17%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Smarthome

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=364,

respondents

who

know

the

individual

brand

(popularity),

n=364,

respondents

whoknow

the

individual

brand(usage),

n=63,

respondents

who

have

used

the

individual

brand

(loyalty),

n=364,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TP-Link

ranks

outside

the

Top

10

in

awareness

within

the

smart

home

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTP-LinkRank#

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.1SamsungLG93%90%84%84%75%75%74%62%51%45%229%3Bosch4DysonShark5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Google

NestRing771%8HiveOutofallrespondents,

28%

were

aware

of

TP-Link.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9Philips

HueXiaomiAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

TP-Link

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTP-LinkRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1SamsungRing47%43%37%35%35%30%27%27%24%24%23%23Google

NestDysonLG4Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

TP-Link.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56Bosch7Hive77%8Philips

HueShark9PopularityN/A10iRobot14

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=364,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TP-Link

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTP-LinkRank#

BrandUsage

%29%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

smarthome,

which

of

the

following

brandshaveyouused

inthe

past12

months?”.1SamsungRing17%227%3Google

NestLG21%Outofconsumers

who

knew

thebrand,

17%

saidtheyused

TP-Link.This

ranksthemseventh

compared

toother

brandssurveyed

inthismarket.420%5DysonECOVACSTP-LinkBosch20%617%717%815%83%9Hive14%UsageN/A10iRobot13%15

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=364,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,TP-Link

is

tenth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTP-Link’sconsumersRank#

BrandLoyalty

%84%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.1SamsungRing283%27%3DanalockShark78%477%5XiaomiBosch77%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smart

home,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Hive77%73%8Philips

HueDyson76%975%Outofrespondents

whohaveused

TP-Link,73%

saidthey

would

usethebrand

again.LoyaltyN/A10TP-Link73%16

Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=63,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024TP-Link

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTP-LinkRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Ring10%2Dyson27%3SamsungGoogle

NestECOVACSDanalockLG26%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutTP-Link

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.425%523%621%719%8Bosch18%90%Buzz9iRobotHive17%N/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=364,

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.?

Identifyandunderstandyourcoreaudiences?