Shopper Typologies and Segmentations 2014 SAMPLE EXTRACT


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This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by:
• Age – young (18-34), middle aged (35-54) and older (55-65+)
• Gender
• Social Class
• Gender and Social Class
• Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home)
• Region
Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.

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Shopper Typologies and Segmentations 2014 SAMPLE EXTRACT

  1. 1. Shopper Typologies and Segmentations 2014 Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 Evolution Insights: Shopper Insight Series
  2. 2. About Evolution Insights Evolution offer a range of products & services for clients in the field of shopper research: Off-the-shelf research Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery Insight Plus Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs Bespoke Consulting As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase. We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques. As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight. Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies. Sign up for Shopper Trend Report, our free monthly newsletter offering analysis and commentary on topical shopper issues.
  3. 3. Contents Introduction Definitions Gender Social Class Shopper Life Stages Families Older Shoppers Key Summary – Introduction Overall Summary Health Introduction Shopper Profiles Geographic Spread Summary Smartphone Ownership Introduction Shopper Profiles Summary Mobile Shopping Introduction Shopper Profiles Geographic Spread Summary Showrooming Introduction Shopper Profiles Geographic Spread Summary Grocery Apps Introduction Shopper Profiles Geographic Spread Summary Adult Lunchboxes Introduction Shopper Profiles Summary 7 8 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46
  4. 4. Contents On-The-Go Introduction Shopper Profiles Summary Contactless Payment Introduction Shopper Profiles Geographic Spread Summary The Importance of Brand Introduction Shopper Profiles Geographic Spread Summary Planning Shopping Trips Introduction Shopper Profiles Geographic Spread Summary 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 Retailer Choice Shopper Share Vs. Market Share In Store Retailer Choice Introduction Gender Social Class Life Stage Online Retailer Choice Introduction Gender Social Class Life Stage Spend Introduction Concern About Spend – Definition Gender Age Group Life Stage Methodology 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 84 85
  5. 5. By examining our collection of previous research we were able to identify 6 significant segmentations within the UK population. These typologies were created using four basic demographics; age, gender, Location, social class and whether the shopper has children living at home or not. Although these demographics are important on their own, interactions between them create further segmentations. As such young and childless, empty nesters, silver shoppers and also families by age. These demographics cause individuals to have particular outlooks and perspectives on the world. They also act as a certain influence or predictor of shopper behaviours and attitudes. From our previous reports we are able to identify and examine 6 main shopper demographics. These shopper profiles go some way to predict shopper beliefs and behaviours when shopping for food and groceries. Introduction Main Shopper Demographics Gender Age Social Class Life Stage: Families –Parents 18-34, Parents 35-54 Life Stage – 18-34s No Children, Empty Nesters and Silver Shoppers Location
  6. 6. Age Gender Social Class Location Life Stage Introduction – Definitions Shoppers can be defined by their demographics. The very basic demographics included in all of our reports are categories such as age, gender, social class and life stage. These personal factors have an influence upon shopping behaviour and attitudes of the individual shopper.
  7. 7. Definitions • Male • Female Gender • 18-24 • 25-34 • 35-44 • 45-54 • 55-64 • 65+ Age • AB • C1 • C2 • DE Social Class There are many preconceptions about how men and women shop differently and this report aims to explore these further. Understandably, the age of a shopper has a significant impact on their behaviour and attitudes. Social class in this case refers to the main wage earner in the house.
  8. 8. Definitions • Parents aged 18-34 • Parents aged 35-54 Life Stage: Families • 18-34 year olds with no children living at home • Empty Nesters • Silver Shoppers Life Stage Families are split by the age of the parents in order to identify any differences in attitudes and behaviours between young (18-34) and older families (35-54). Families are determined by having one or more child under 16 living at home. Empty Nesters are shoppers aged between 35 and 54 with no children under the age of 16 living at home. Silver shoppers are shoppers aged 55+ (the UK’s fastest growing demographic)
  9. 9. Gender 48.1% 51.9% • The population is almost equally split between male and females. 48.1% of the population are men and the remaining 51.9% are women. As such, both genders are just as important when it comes to studying shopper behaviour, although almost three quarters of primary food and grocery shoppers are women. • To ensure the data we examine is representative of the UK population we use a sample size reflecting the overall gender size (as above). Male Female
  10. 10. Social Class AB C1 C2 DE 23.4% 30.7% 19.6% 26.3% The SEG in this case refer to the main wage earner in the house, depending on the occupation of this shopper they are divided into one of the above groups. ABs are the most affluent of the four groups, this group has the most spending power, and DEs have the least spending power. SEG alone does not determine shopper behaviour, as the consumption of food is stable with a finite amount of food and groceries needed to be purchased by shoppers; this limits spend.
  11. 11. Shopper Life Stages 18-34 No Children Living at home Family Life The empty nest, 35-54s with no children at home Silver Shoppers, 55+ Shoppers have been split by life stage for the purpose of this research.
  12. 12. Families 15.6% 21.8% 37.4% of the population has a child dependent on them, in this case the child (under 16) is living with the parents. For the purposes of this research we have split families by the ages of the parents. This is in order to determine whether younger families (18-34) have different shopping habits to their older counterparts (35-54). Older shoppers are more likely to have one or more children living at home. Young 18-34 Older 35-54
  13. 13. Older Shoppers 35.5% 28.2% Empty Nesters 35-54 Silver Shoppers 55+ Increasing longevity means that, for the rest of this century, the fastest-growing consumer group will be over the age of 60. 35.5% of the population are empty nesters. These shoppers are over 35 and don’t have any children at home.
  14. 14. Shopper Typologies – Key Health The Importance of Brand Showrooming Smartphone Ownership Online Grocery Apps Mobile Shopping Spend On-The-Go Contactless Payment Card & NFC (mobile) Planning and Lists Lunchbox In Store Retailer Choice Online Retailer Choice The following icons will be used throughout this research as a means of understanding which Evolutions Insights’ report (from 2013) the data has been collated from, also to clarify the topic being discussed.
  15. 15. Health – Shopper Profiles Health Profile of Shoppers who say they are eating healthily*. Gender Age Social Class Families Life Stage % As of January 2014*
  16. 16. In Store Retailer Choice by Gender In Store Retailer Choice by Gender The retailer logos below show the In Store retailer (Primary store) choice of each demographic and how they compare to the overall shopper share (below left). Overall Shopper Share
  17. 17. Online Retailer Choice by Gender Online Retailer Choice by Gender The retailer logos below show the online retailer (primary store) choice of each gender and how they compare to the average (left).
  18. 18. Spend – Concern by Gender 40 45 50 55 60 65 70 75 Male Female Female Average Spend In store £78. Average Spend Online £83. Male Average Spend In store £75. Average Spend Online £84. % Concern by Gender
  19. 19. Secondary and desk research Preliminary quantitative survey Main quantitative survey Focus groups Insights • All this information is taken from our 2013 report catalogue. • Evolution carries out a preliminary survey of around 100 shoppers, to test questions for the main survey. • Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples of within the research topic. • Initial insights gained are used to help further design the main survey. • A main survey is completed by at least 1,000 UK adults who are the primary household shopper for food & grocery. • Focus groups are carried out to further enhance the secondary research and main quantitative survey. • Comprehensive and detailed assessment of all the data received was then used to discover insights. • Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. Methodology Source: Evolution Insights Evolution’s methodology
  20. 20. Contact us Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Telephone: 0113 336 6035 e-mail: Web: Company No. 07006001 Country of Incorporation: United Kingdom