Today we look at the differing ways in which brands can encourage two contrasting groups from GWI’s Attitudinal Segmentation to buy something online.
With Status Seekers being big networkers (42% are spending over 2 hours per day on this activity), it’s apparent that social channels play a significant role in the purchase decisions of this aspirational group. In fact, over a quarter of Status Seekers say that endorsements on social media encourage them to buy, and they’re almost 50% more likely to value the ability to buy directly on these platforms.
It’s a different story for the Economicals and here the more frugal nature of this group becomes apparent. Perhaps unsurprisingly, this group over-indexes most strongly for money-saving options like free delivery (45%) and financial rewards (45%).
Download an explanation of GWI’s Attitudinal Segmentation here.