法国家庭保险用户分析报告：MAAF-外文版培训课件2024

CONSUMERS&BRANDSHome

insurance:

MAAFcustomers

in

FranceConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMAAF

customers

inFrance:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

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

MAAFcustomers

inFrance(’’brand

users’’)againstFrench

home

insurance

holders

ingeneral(’’category

users’’),

and

theoverall

French

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

France)•

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

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

8%,

MAAF

is

one

of

the

top

5

home

insurance

brandsinFranceManagement

summary:

brandusageand

competitionTop10

most

used

home

insurancebrandsinFranceAXA9%Crédit

Agricole

Assurances9%9%MacifMAAF8%GMF7%Assurances

du

Crédit

Mutuel6%6%MAIFMatmut5%5%5%GroupamaAllianz4Notes:"

From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=1,447

home

insurance

holdersConsumer

Insights

Global

as

of

June

2024Sources:The

share

of

home

insurance

holders

using

MAAF

declined

by

1

percentagepoint

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingMAAF9%8%8%8%8%8%7%7%7%7%7%7%7%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"

From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=34

-127

MAAF

customers,n=390

-

1570

home

insurance

holdersConsumer

Insights

Global

as

of

June

2024Sources:MAAF

customers

in

FranceManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLikeother

home

insurancebrands,MAAFhasahighshareof

customersthatare

partofGeneration

X.Havingagood

timeismore

importanttoMAAFcustomers

than

tootherhomeinsuranceholders.Itstands

out

thatonly

34%

ofMAAFcustomers

are

well

informed

abouttheir

customers

thantheaverage

homepersonal

insurancepolicies.Facebook

ismore

popularamong

MAAFinsuranceholder.57%

ofMAAF

customers

arefemale.Traveling

isarelatively

prevalentinterest

of

MAAFcustomers.58%

ofMAAF

customers

arelaggardsorinthelatemajority

of

innovationadoption.MAAFcustomers

remember

seeing

adson

websites

and

appsof

brandsandproducts

lessoften

thanotherhomeinsuranceholders.MAAFhasalarger

share

ofcustomerswith

amedium

household

income

thanother

home

insurancebrands.Socializing

is

arelatively

popularhobbyamong

MAAFcustomers.Arelatively

highshare

ofMAAFcustomers

thinkthatclimatechangeisanissuethatneeds

tobeaddressed.MAAFcustomers

are

more

likely

toliveinsmall

towns

than

home

insuranceholders

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Like

other

home

insurance

brands,

MAAF

has

a

high

share

of

customers

that

arepart

of

GenerationXDemographic

profile:

generationsAgeof

consumersinFranceBrand

users10%35%41%14%14%Category

usersAllrespondents14%33%39%22%33%34%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"

From

which

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance(buildings)?";

Single

Pick;Base:n=112

MAAF

customers,

n=1,447

home

insurance

holders,

n=12,193all

respondentsSources:Consumer

Insights

Global

as

of

June

202457%

of

MAAF

customers

are

femaleDemographic

profile:

genderGenderofconsumersinFranceBrand

users43%57%Category

usersAllrespondents47%53%48%52%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"

Fromwhich

ofthe

following

providershave

you

taken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=112

MAAF

customers,n=1,447

home

insurance

holders,n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:The

education

level

of

MAAF

customers

and

home

insurance

holders

are

similarDemographic

profile:

educationConsumer’s

level

of

educationinFrance26%25%24%24%23%

23%22%17%

17%16%14%14%14%

14%13%2%3%2%2%1%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"

From

which

ofthe

following

providershave

you

taken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=112

MAAF

customers,n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024MAAF

has

a

larger

share

of

customers

with

a

medium

household

income

thanother

home

insurance

brandsDemographic

profile:

incomeShare

ofconsumersinFrance

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users31%32%33%45%25%Category

usersAllrespondents36%32%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"

From

which

ofthe

following

providers

have

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=112

MAAF

customers,

n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

home

insurance

holders,

MAAF

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinFrancelive49%37%32%25%24%24%21%20%18%11%10%9%7%4%3%2%1%

1%

1%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"

From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance(buildings)?";

Single

Pick;Base:

n=112

MAAF

customers,

n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024MAAF

customers

are

more

likely

to

live

in

small

towns

than

home

insuranceholders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinFrance35%29%29%28%26%26%23%

23%21%18%17%12%6%5%3%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=112

MAAF

customers,

n=1,447

homeinsurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

20248%

of

MAAF

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinFranceBrand

users8%7%7%83%9%10%11%Category

usersAllrespondents83%82%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"

Fromwhich

ofthe

following

providers

have

youtakenoutyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=112

MAAF

customers,n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

more

important

to

MAAF

customers

than

to

other

homeinsurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinFrance61%57%54%52%52%48%46%49%48%36%

40%35%37%37%34%27%26%18%17%21%18%16%15%11%10%10%8%8%6%4%AhappyrelationshipHavingagood

timeAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulLearningnew

thingsSocial

justiceMaking

myown

decisionsTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"

From

which

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";Single

Pick;Base:n=112

MAAF

customers,n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

prevalent

interest

of

MAAFcustomersConsumer

lifestyle:

main

interestsTop10

interestsofMAAFcustomers

inFrance55%54%

54%46%50%49%47%42%44%42%43%40%39%35%39%37%34%37%37%32%28%28%27%29%24%27%22%27%25%25%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessHome

&gardenFamily

&parentingSportsFashion&beautyHistoryScience

&technologyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"

From

which

ofthe

following

providers

have

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=112

MAAF

customers,n=1,447

homeinsurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024Socializing

is

a

relatively

popular

hobby

among

MAAF

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMAAFcustomersinFrance47%45%41%43%43%40%39%38%38%38%37%37%32%34%34%33%33%31%29%33%32%31%32%30%30%29%29%29%27%26%Cooking/bakingSocializingReadingTravelingPetsVideo

gamingGardeningandplantsOutdooractivitiesShoppingDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"

Fromwhich

ofthe

following

providershave

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=112

MAAF

customers,n=1,447

homeinsurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

MAAF

customers

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMAAFcustomers

inFrance24%21%19%17%16%15%13%13%12%11%11%10%10%9%9%8%8%7%7%6%6%6%6%6%6%6%5%

6%

5%Dancing4%HikingFitness,aerobics,

cardioRunning/joggingSwimming/DivingYoga

/pilatesCyclingBasketballSoccerTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"

From

which

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=48

MAAFcustomers,n=719

home

insurance

holders,

n=5,713

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

MAAF

customers

follow

motorsports

races

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byMAAFcustomers

inFrance29%28%27%17%16%14%13%13%12%11%11%10%

10%10%9%9%9%9%9%8%7%6%6%6%5%

5%5%4%4%3%SoccerRugbyTennisBasketballCyclingHandballMotorsportsAthletics(track&

field)AmericanfootballBoxingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"

From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=39

MAAFcustomers,n=564

home

insurance

holders,

n=4,496

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

insurance•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

34%

of

MAAF

customers

are

well

informed

about

theirpersonal

insurance

policiesConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

inFrance34%32%28%27%24%22%15%

15%10%

10%9%8%7%7%6%I’mwell

informedaboutmy

personalinsurancepoliciesIcould

imagineIcould

benefit

ifItook

I’mworried

thatImightIcould

imaginemanagingmy

insurance

advicebyaninsurance

nothavetherightkinds

consultingaalgorithm-exclusively

onlineexpert

(e.g.,onof

insurancepoliciesbased

digitalprogram(RoboAdvisor)

forpremiums,

coverage)adviceon

insuranceBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"

From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=112

MAAF

customers,n=1,447

homeinsurance

holders,

n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202458%

of

MAAF

customers

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinFrance41%38%33%31%28%27%27%25%23%9%8%8%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=112MAAF

customers,n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

MAAF

customers

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoMAAFcustomers71%68%60%52%

49%44%50%50%47%42%41%42%45%45%44%42%44%42%42%

38%35%42%41%39%39%37%37%38%38%35%Rising

prices/inflation/cost

of

livingPovertyClimatechangeEconomicsituationHealth

andsocial

securityUnemploymentCrimeEnvironmentImmigrationEducationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"

From

which

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance(buildings)?";

Single

Pick;Base:

n=112

MAAF

customers,

n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

202429%

of

MAAF

customers

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinFranceBrand

users21%21%29%29%Category

usersAllrespondents24%26%31%19%22%26%29%23%LeftCenterRightPrefer

nottoanswer25

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;"

From

which

ofthe

following

providershave

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=112

MAAF

customers,

n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFacebook

is

more

popular

among

MAAF

customers

than

the

average

homeinsurance

holderMarketing

touchpoints:social

media

usageSocial

mediausageinFrance

by

brand94%78%72%70%57%59%56%56%54%40%34%39%38%37%28%24%20%17%16%22%21%12%19%19%18%13%11%4%3%4%FacebookYouTube

Instagram

SnapchatBrand

usersTikTokPinterestLinkedInX(Twitter)TwitchRedditCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"

From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance(buildings)?";

Single

Pick;Base:

n=32

MAAF

customers,n=363

home

insurance

holders,

n=3051

all

respondentsConsumer

Insights

Global

as

of

June

2024MAAF

customers

tend

to

read

weekly

newspapers

less

often

than

homeinsurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks87%

84%80%64%63%59%58%

58%57%56%54%53%42%42%37%35%34%33%32%30%30%25%

24%

25%22%22%

22%22%19%16%14%

14%8%TVRadioMovies

/cinemaDigitalvideo

Onlinenews

DigitalmusicMagazinesDailynewspapersOnlinemagazinesPodcastsWeeklynewspaperscontentwebsitescontentBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:

n=112

MAAF

customers,n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

of

June

2024MAAF

customers

remember

seeing

ads

on

websites

and

apps

of

brandsandproducts

less

often

than

other

home

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMAAFcustomers

inFrance

havecome

across

digital

advertisinginthepast4weeks39%37%35%32%29%31%

30%28%31%26%25%23%23%21%21%20%17%

19%15%18%17%14%14%14%13%13%12%9%9%7%Video

portalsSocial

media

Search

engines

Video

streaming

OnlinestoresservicesVideo

gamesEditorialwebsitesandappsWebsitesandappsof

brandsMusicportalsPodcastsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"

Fromwhich

ofthe

following

providershave

you

taken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;

Base:

n=112

MAAFcustomers,n=1,447

home

insurance

holders,

n=12,193

all

respondentsConsumer

Insights

Global

as

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June

2024MAAF

customers

remember

ads

they

saw

in/at

the

movies/cinema

less

oftenthan

other

home

insurance

holdersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinFrancehavecome

across

non-digital

advertisinginthepast4weeks63%63%58%34%32%33%30%30%31%30%28%26%24%

24%21%21%21%20%

20%18%17%13%13%10%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"

From

which

ofthe

following

providershave

youtaken

outyourhome

/dwelling

insurance

(buildings)?";

Single

Pick;Base:n=112MAAF

customers,n=1,447

home

insurance

holders,

n=1