| Category | |
|---|---|
| Awareness | 26.0% |
| Popularity | 6.0% |
| Usage | 6.0% |
| Loyalty | 3.0% |
| Buzz | 6.0% |
AI tool brands
DeepL brand profile in the U.S.
While DeepL is best received by Millennial AI tool users, the brand has potential with older generations, across all our Brand KPIs. DeepL users prioritize career and personal growth, and express less concern about safety and security and making their own decisions compared to non-users.
Brand KPI profile
Moderate brand awareness, but room for growth and improvement
DeepL, an AI translation tool, shows moderate brand awareness among AI tool users in the U.S., with over a quarter of consumers recognising the brand. However, its popularity, usage, loyalty, and media buzz scores are considerably lower. While DeepL holds a place in the market, these figures suggest there might be significant room for growth and improvement in brand recognition, usage, and loyalty, distinguishing itself from its competitors in a rapidly growing and evolving AI tool market landscape.
Generations
Millennials and DeepL translate
DeepL's awareness and usage are highest among Millennial and Gen Z AI tool users, while the older generations lag slightly behind. However, the brand has a consistent presence across all age groups. Popularity and buzz around the brand also peak among younger consumers, despite at a relatively low level, hinting at a strong growth potential.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 26.0% | 27.0% | 32.0% | 20.0% | 15.0% |
| Popularity | 6.0% | 6.0% | 7.0% | 4.0% | 5.0% |
| Usage | 6.0% | 4.0% | 8.0% | 4.0% | 5.0% |
| Loyalty | 3.0% | 3.0% | 5.0% | 2.0% | 3.0% |
| Buzz | 6.0% | 4.0% | 8.0% | 5.0% | 3.0% |
Life values
DeepL users value success and personal hrowth
DeepL users in the United States clearly prioritize career and personal growth over traditional life aspects. They place a high value on success and learning new things. Non-users of DeepL prioritize a happy relationship and leading an honest, respectable life. It is noteworthy that DeepL users express significantly less concern about safety and security and making their own decisions than non-users.
Published January 27, 2024
| Category | Total | DeepL user | Non-user |
|---|---|---|---|
| A happy relationship | 50.0% | 38.0% | 51.0% |
| An honest and respectable life | 46.0% | 28.0% | 47.0% |
| To be successful | 41.0% | 63.0% | 40.0% |
| Safety and security | 40.0% | 20.0% | 41.0% |
| Making my own decisions | 30.0% | 20.0% | 31.0% |
| Having a good time | 28.0% | 38.0% | 28.0% |
| Learning new things | 26.0% | 38.0% | 25.0% |
| Advancing my career | 15.0% | 35.0% | 14.0% |
| Traditions | 14.0% | 13.0% | 14.0% |
| Social justice | 10.0% | 10.0% | 10.0% |
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