The white paper explores personality traits and buying behaviours of the different consumer types, focusing on their shopping habits, technology use, health and diet and green attitudes. Undaunted Strivers are avid social media users; 42% frequently post new content on social media. At the other extreme, Secure Traditionalists shun new forms of technology; only 11% are active social media users.
“Consumer segmentation beyond demographics, and these seven global consumer types in particular provide a strong starting point for businesses crafting marketing campaigns and strategic messaging,” says Euromonitor Survey Analyst Lisa Holmes. “For instance, Aspiring Strugglers care deeply about how others perceive them, yet do not have the budget to buy the latest items. This makes them a lucrative target for brands and retailers offering affordable versions of on-trend products.”
Read more about the 7 Consumer Types for Successful Targeted Marketing here.
*The survey captures personality traits, preferences and buying behaviors of more than 16,000 online consumers globally.