1. Retail right now is one big blur.
On one hand it’s a blur of speed, as the
pace of change continues to ramp up and
customer attention spans shorten. On the
other, it's a blurring of the line between old
and new retail - wallets merging into
smartphones, global retailers moving into
local markets, manufacturers becoming
retailers (and vice-versa)...and on it goes...
And in that blur, a new American
shopper has emerged in this new retail
landscape. One empowered by technology,
enabled by the availability and transparency
of information, and enlightened with a
global perspective.
To help make sense of all of this, BAV
Shopper – the latest research study from
Y&R’s BAVLab – has identified six
Shopperstates, each representing a
prevailing shopper mind-state and
connected behavior.
Through the eyes of these shoppers we can
look at what thousands of brands stand for.
What Kind of
are You?
Shopper
Bargain Hunters
Knowledge Seekers
Practical Players
Store Reassurers
Brand Desirers
Mobile Warriors
21.50%
8.84%
20.96%
15.71%
16.11%
16.88%
Percentage of Shopperstates in US
population 18+
PROFILE DASHBOARD
53.6% Male
46.4% Female
19.6% (18-29)
24.2% (30-44)
31.6% (45-59)
24.6% (60+)
14.4% (<25k)
23.4% (25-49k)
33.2% (50-99k)
26.5% (100-199k)
2.5% (200k+)
F M
18
30
45
60
50 100
20025
0
$k
Yrs
GENDER
GENDER
POPULATION
INCOME
INCOME
AGE
AGE
20.96%
PROFILE DASHBOARD
49.6% Male
50.4% Female
27% (18-29)
28.3% (30-44)
28.7% (45-60)
16% (60+)
22.1% (<25k)
23.5% (25-49k)
31.1% (50-99k)
20.2% (100-199k)
3.2% (200k+)
F M
18
30
45
60
50 100
20025
0
$k
Yrs
GENDER
GENDER
POPULATION
INCOME
INCOME
AGE
AGE
16.11%
KNOWLEDGE SEEKER
Ratings and reviews junkies, Knowledge Seekers do their homework
online before making a purchase, whether they end up buying in-store
or digitally. 20.96% of our survey skews to this Shopperstate.
Though one might expect these internet-savvy shoppers to skew
younger, they’re of all ages. In fact, they over-index with individuals in
the 45-59 age range.
STORE REASSURER
Prefers to shop at a store rather than online because they can touch
and feel the product and be more
confident they are buying the right thing.
Though you might expect them to skew older, store shoppers actual-
ly over-index younger (18-29) and
under-index older (60+).
16.11% in the BAV Shopper research leans towards this Shopper-
state.
PROFILE DASHBOARD
46.6% Male
53.4% Female
31.7% (18-29)
36.3% (30-44)
19.4% (45-59)
12.5% (60+)
19.7% (<25k)
23.6% (25-49k)
33.5% (50-99k)
19.6% (100-199)
3.6% (200k+)
F M
18
30
45
60
50 100
20025
0
$k
Yrs
GENDER
GENDER
POPULATION
INCOME
INCOME
AGE
AGE
15.71%
MOBILE WARRIOR
The smartphone is the most important weapon in the Mobile War-
rior’s shopping arsenal, whether it’s used to store coupons, research
alternative products, or make purchases.
Skews significantly younger, but these behaviors and attitudes are by
no means limited to Millennials.
68% of Mobile Warriors are above the age of 30 — and 31.9% are
above the age of 45. 8.84% of our sample are what we call Mobile
Warriors.
PROFILE DASHBOARD
37.2% Male
62.8% Female
20.2% (18-29)
27.7% (30-44)
26.2% (45-59)
25.9% (60+)
18.7% (<25k)
26.8% (25-49k)
31.5% (50-99k)
21.6% (100-199k)
1.3% (200k+)
F M
18
30
45
60
50 100
20025
0
$k
Yrs
GENDER
GENDER
POPULATION
INCOME
INCOME
AGE
AGE
21.50%
THE BARGAIN HUNTER
A "precision shopper" that skews female and sticks to a strict budget.
Bargain Hunters often put their family's needs ahead of their own.
21.5% of the adult population identify as biases to bargain hunting.
Brands They Would Pay More For:
Brands They Would Pay More For:
Brands They Would Pay More For:
Brands They Would Pay More For:
PROFILE DASHBOARD
52.3% Male
47.7% Female
25.1% (18-29)
27.5% (30-44)
25.5% (45-60)
21.9% (60+)
21.1% (<25k)
22.6% (25-49k)
30% (50-99k)
22.4% (100-199k)
3.9% (200k+)
F M
18
30
45
60
50 100
20025
0
$k
Yrs
GENDER
GENDER
POPULATION
INCOME
INCOME
AGE
AGE
15.71%
BRAND DESIRER
To this shopper type, quality is a priority over price and brands matter.
They choose brands that reflect their status and values, and like to buy
the very latest, often being the first to discover and try new things.
15.71% of shoppers leans towards to Brand Desirers.
They skew ever so slightly male; and interestingly, over-index with both
low income (<25k) and high income (200k+).
PROFILE DASHBOARD
53.1% Male
46.9% Female
18.4% (18-29)
26.6% (30-44)
28.1% (45-59)
26.8% (60+)
24.7% (<25k)
24.8% (25-49k)
29.7% (50-99k)
18.8% (100-199k)
1.9% (200k+)
F M
18
30
45
60
50 100
20025
0
$k
Yrs
GENDER
GENDER
POPULATION
INCOME
INCOME
AGE
AGE
16.88%
PRACTICAL PLAYER
Practical Players are diverse — they come in all shapes and sizes (and
ages and income brackets).
Focus on convenience and sticking to a strict budget.
They over-index slightly male, low income, and older, but there are
many who don’t fit those demographics.
A no-nonsense shopper, the Practical Player tends to buy the basics,
keeps within their means, and wants a fast, easy, convenient shopping
experience. 16.88% of Americans fall into this segment.
Brands They Would Pay More For:
Brands They Would Pay More For:
BAV Shopper looks at various shopper states and how they influence brand perceptions. For more
information email info@bavlab.com.