Compete and GroupM have released a new report that analyzes more than 168,000 purchases of consumer electronics in which the consumer used digital media somewhere along their purchase path. The study, revealing that digital media and advertising heavily influenced almost half of all purchases, identifies 6 types of digital shopper. The researchers argue that purchase journeys are more influenced by behavioral factors than demographics, as each shopper segment sports “remarkably” similar demographics.
Below are the segments, along with a couple of key points about each:
- “Basic Digital Consumers.”
Comprising the largest portion (29%) of digitally engaged consumer electronics shoppers, these shoppers leverage search, retail, and brand sites, but tend to ignore mobile, social, and local channels, as well as portals.
These consumers remember display ads better than any other segment, and 1 in 10 say a display ad has driven them to look up information about an advertiser. These shoppers will respond to the right offer, with 73% saying they are on the hunt for promotions.
- “Retail Scouts.”
As the next-largest segment (22%), these shoppers also turn to search and retail sites, but use mobile while passing on brand sites, social, local, and portals. They have the shortest journey of any segment, but do not express any keen preference for online versus offline purchases.
This group uses mobile primarily in the home, and respond well to ads on tablets. They’re also very likely to use search and are receptive to coupons that can be redeemed online or offline.
- “Brand Scouts.”
This group represents 20% of the digitally engaged shopping population, and uses the least amount of tools on the purchase journey, leveraging only search and brand sites along their path.
72% of these consumers start their journey with a brand in mind, and are the least likely of any segment to search for low prices. These consumers display the most affinity for video, watching more and placing more value on video ads than any other segment. They also have a higher preference for offline purchases than any other segment.
- “Digitally Driven Segment.”
At 16% of the sample, these are the most digitally engaged shoppers, using each of the 7 identified tools: search; retail sites; brand sites; mobile; social; local; and portal. This segment is the most highly reliant on social media, with 29% of their paths containing a branded social site. (About 14% also visit a branded social media site post-purchase.) This segment also has the highest ratio of online to offline purchases, and uses mobile more than any other segment.
Notably, these shoppers are 30% more likely to find advertising valuable than any other segment. However, they do not watch many video ads or find those ads to be valuable. Instead, they like search ads more than any other segment.
- “Calculated Shoppers.”
This group accounts for 11% of digitally engaged shoppers, and utilizes all digital tools save for the local element. Compared to the above segments, who take between 3-6 steps to complete their purchase, calculated shoppers are well, more calculated, taking 14 steps on average.
These shoppers often use their mobile to compare prices when nearing a purchase. They also respond to advertising, and are the second-most likely to use social media. The researchers note that these are the most ripe for loyalty programs, as they’re heavy purchasers and are receptive to email marketing.
- “Eternal Shoppers.”
This group represents just 2% of digitally engaged shoppers, and with good reason. They take an astounding 35 steps during their path to purchase, while utilizing only 4 tools: search; retail sites; brand sites; and social.
These shoppers can be reached by email, but search is the best way to get through to them, as they’re interested primarily in research.