shopper typologies and segmentations 2014
DESCRIPTION
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.TRANSCRIPT
Shopper Typologies and Segmentations 2014
Evolution Insights LtdProspect House
32 Sovereign StreetLeeds
LS1 4BJTel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series
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.
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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
IntroductionShopper ProfilesGeographic SpreadSummary
Showrooming
IntroductionShopper ProfilesGeographic SpreadSummary
Grocery Apps
IntroductionShopper ProfilesGeographic SpreadSummary
Adult Lunchboxes
IntroductionShopper ProfilesSummary
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www.evolution-insights.com
Contents
On-The-Go
IntroductionShopper ProfilesSummary
Contactless Payment
IntroductionShopper ProfilesGeographic SpreadSummary
The Importance of Brand
IntroductionShopper ProfilesGeographic SpreadSummary
Planning Shopping Trips
IntroductionShopper ProfilesGeographic SpreadSummary
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Retailer Choice
Shopper Share Vs. Market Share
In Store Retailer Choice
IntroductionGenderSocial ClassLife Stage
Online Retailer Choice
IntroductionGenderSocial ClassLife Stage
Spend
IntroductionConcern About Spend – DefinitionGenderAge GroupLife Stage
Methodology
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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
Age
Gender
Social ClassLocation
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.
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.
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)
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
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.
Shopper Life Stages
18-34 No Children Living at home
Family LifeThe 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.
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
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.
Shopper Typologies – Key
Health The Importance of
Brand
Showrooming Smartphone Ownership
Online Grocery Apps
Mobile Shopping
Spend
On-The-Go Contactless PaymentCard & 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.
Health – Shopper Profiles
HealthProfile of Shoppers who say they are eating healthily*.
Gender Age Social Class
Families
Life Stage
%
As of January 2014*
In Store Retailer Choice by Gender
In Store Retailer Choice by GenderThe 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
Online Retailer Choice by Gender
Online Retailer Choice by GenderThe retailer logos below show the online retailer (primary store) choice of each gender and how they compare to the average (left).
Spend – Concern by Gender
January
February
March April
May
JuneJuly
August
September
October
November
December
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
Secondary and desk research
Preliminary quantitative survey
Main quantitative surveyFocus 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
Contact us
Evolution Insights Ltd
Prospect House32 Sovereign Street
LeedsLS1 4BJ
Telephone: 0113 336 6035
e-mail: [email protected]
Web: http://www.evolution-insights.com
Company No. 07006001Country of Incorporation: United Kingdom