Consumer SegmentsFrom First Data’s 2011 North American Gift CardConsumer Segmentation Study   © Copyright 2011 | First Dat...
Age 47                                                                                                      Income $83,000...
Age 45                                                                                                      Income $86,000...
Age 55                                                                                                      Income $89,000...
Age 47                                                                                                      Income $84,000...
Age 40                                                                                                      Income $77,000...
References• Perspective: Consumer Insights Drive Merchant Success  with Prepaid Gift Card Programs  http://ow.ly/8UpQz• Co...
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First Data Consumer Insight Study Segment Profiles

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First Data Consumer Insight Study Segment Profiles

  1. 1. Consumer SegmentsFrom First Data’s 2011 North American Gift CardConsumer Segmentation Study © Copyright 2011 | First Data Corporation | 1
  2. 2. Age 47 Income $83,000 Status Married Cards bought last year 7 Budget Tamers I prefer to purchase gift cards for myself to Budget Tamers 184Card Enthusiasts help control my spending. 119Helpful Husbands 80 Spend index is calculated by dividing the total spend I spent over $500 on gift cards during the Convenience 65 Shoppers average by the segment spend average and multiplying by 100, creating an index past year! Last Resort 61 where 100 is the base. I reload money on my gift cards, especially at discount stores and coffee shops. 16% 24% 18% I tried using e-gift cards this past year, 25% sending them for no special occasion. 17% © Copyright 2011 | First Data Corporation | 2
  3. 3. Age 45 Income $86,000 Status Married Cards bought last year 7 Card Enthusiasts I buy gift cards as gifts for my family Budget Tamers 184Card Enthusiasts (including extended family) for holidays, such 119Helpful Husbands 80 as Christmas, Mother’s Day and Father’s Spend index is calculated by Convenience Shoppers 65 dividing the total spend average by the segment Day! spend average and multiplying Last Resort by 100, creating an index 61 where 100 is the base. I prefer to browse gift card malls at the grocery store for planned purchases, such as 16% 24% birthday gifts. 18% I often request gift cards as gifts, frequently 25% 17% receiving cards for stores I normally shop at. © Copyright 2011 | First Data Corporation | 3
  4. 4. Age 55 Income $89,000 Status Married Cards bought last year 5.2 Helpful Husbands I frequently buy gift cards for my kids for Budget Tamers 184Card Enthusiasts Christmas. 119Helpful Husbands 80 Spend index is calculated by dividing the total spend I’m not interested in new gift card Convenience 65 Shoppers average by the segment spend average and multiplying by 100, creating an index technologies such as e-gifting and mobile Last Resort 61 where 100 is the base. phone storage as I only use a basic phone. I don’t have very strong feelings regarding gift 16% 24% cards. They serve their purpose, but I don’t 18% particularly like to give or receive them. 25% 17% © Copyright 2011 | First Data Corporation | 4
  5. 5. Age 47 Income $84,000 Status Married Cards bought last year 4.8 Convenience Shoppers I frequently purchase gift cards for others Budget Tamers 184Card Enthusiasts because they are convenient and save me 119Helpful Husbands 80 time. Spend index is calculated by Convenience dividing the total spend Shoppers 65 average by the segment spend average and multiplying by 100, creating an index If I can’t get a gift quickly, I’m likely to pick up Last Resort 61 where 100 is the base. a gift card to substitute it. I give gift cards to friends for 16% 24% weddings, graduation, and as thank you gifts. 18% 25% I prefer to give gift cards to others as 17% gifts, but won’t purchase many for myself. © Copyright 2011 | First Data Corporation | 5
  6. 6. Age 40 Income $77,000 Status Married Cards bought last year 4 Last Resort I only purchase gift cards as a last resort, usually for people I don’t know too Budget Tamers 184Card Enthusiasts 119Helpful Husbands 80 well. Spend index is calculated by Convenience dividing the total spend Shoppers 65 average by the segment spend average and multiplying by 100, creating an index When I do give gift cards, they’re usually for Last Resort 61 where 100 is the base. friends for special occasions, such as a baby shower. 16% 24% I prefer to receive an actual gift rather than a 18% gift card because gift cards are too 25% 17% impersonal. © Copyright 2011 | First Data Corporation | 6
  7. 7. References• Perspective: Consumer Insights Drive Merchant Success with Prepaid Gift Card Programs http://ow.ly/8UpQz• Consumer Insights into the U.S. Gift Card Market: 2011 http://ow.ly/7QOtc• The Face of Gift Card Consumers: Meeting the Needs of Five Consumer Segments http://ow.ly/8n7qR © Copyright 2011 | First Data Corporation | 7

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