1. A new segmentation can help you target your customer
Marketing still relies on traditional segments, typically looking at traits, which are
easier to measure and segment than behaviours.
Baby Boomers MillennialsTRADITIONAL
SEGMENTS
Gender &
Generation
By applying a special
clustering algorithms
across 55 different
survey questions, a
new behavioural
category of
consumer emerged:
> The High Volume Sensitive <
> The High Volume Sensitive? <
They feel overwhelmed by their daily
volume of communication
They respond by:
• Blocking numbers
• Closing accounts
• Actively avoiding certain
companies
134%more likely to
disengage
50emails
per week
10SMS
per week
10pushes
per week
Generation XMale Female
59% 60% 53% 61% 64%
High Volume
Sensitive
consumers
dominate across
all the above
traditional
demographics
WHAT DEFINES
In order to better
understand
changing
consumer trends,
Aimia gathered
information from
10,000 individuals
distributed evenly
over 5 countries.
Hidden in these
responses were
possible insights
into consumer
behaviours
surrounding
marketing
communications
Overall,
they are…
Certain key demographics and behaviours can
help you determine your customers’ sensitivity before they
disengage. Reducing the volume of communication High Volume Sensitive
receives and tailoring their messages will let you continue that relationship.