Segmenting travel consumers by personality to drive engagement and conversions New
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08 August 2019 (Edited 08 August 2019)

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Source: David|8 August 2019

New report from Euromonitor International entitled Using Consumer Types to Understand the Path to Purchase updates their earlier research on consumer personality types as a basis for segmentation based on attitudes and habits.

Here are the 2019 Global Consumer Types they've identified (but edited for relevance to travel/tourism):

Impulsive Spender

  • 15% share of global consumers, 51% male
  • Buy on impulse when they see a good deal
  • 59% like to find bargains
  • 63% are brand-loyal
  • Top 3 channels of influence (50%+):
    1. Friends/family
    2. Independent reviews
    3. Social media
    4. Traditional marketing
  • High users of mobile platforms for researching and buying
  • Targeting:
    • Offer deals, discounts, bargains
    • Serve them fast- and easy-to-use online and mobile offers

Conservative Homebody

  • 13% share, 51% male
  • Focus on personal issues
  • Followers not leaders
  • Shop but are not image-conscious
  • 42% only spend on necessities
  • Top 3 channels of influence (50%+):
    1. Friends/family
  • Increasing use of online and mobile platforms
  • Targeting:
    • Driven by price and value
    • Provide unique and memorable shopping experience
    • Promote new products if competitive in price and value

Minimalist Seeker

  • 12% share, 55% female
  • Image not important
  • Modest lifestyle
  • Unlikely to buy brands or luxury items
  • 45% buy only necessities
  • Top 3 channels of influence (50%+):
    1. Friends/family
  • Some online/mobile use
  • Targeting:
    • Promote new products if competitive in price and value, and sustainable

Secure Traditionalist

  • 12% share, 52% male
  • Actively avoid shopping
  • Unlikely to seek branded or premium stuff
  • Save not spend
  • 38% like to find bargains
  • 31% buy only necessities
  • Top 3 channels of influence (50%+):
    1. Friends/family come closest at 43%
  • Little online/mobile use
  • Targeting:
    • Low brand loyalty and high price sensitivity male new, competitively-priced offerings a good bet
    • Make buying experience as convenient, fast and easy as possible

Undaunted Striver

  • 10% share, 56% male
  • Tech-savvy
  • Image-conscious
  • 84% prefer branded stuff
  • 42% seek unique, niche brands
  • Pick travel destinations for quality of shopping
  • Top 3 channels of influence (50%+):
    1. Friends/family
    2. Independent reviews
    3. Social media
    4. Traditional marketing
    5. Digital marketing
    6. Celebrity endorsements
  • High users of mobile platforms for researching and buying
  • Targeting:
    • Luxury offerings and those in sync with latest trends will resonate
    • Strong social-media presence essential
    • Celebrity endorsements could be key

Empowered Activist

  • 9% share, 51% male
  • Concerned with global issues
  • Environmentally conscious
  • Top 3 channels of influence (50%+):
    1. Friends/family
    2. Independent reviews
    3. Social media
    4. Traditional marketing
  • High users of online platforms
  • Targeting:
    • Stress value
    • Emphasize green and eco-conscious associations
    • Offerings in sync with latest trends will resonate

Inspired Adventurer

  • 8% share, 53% female
  • Like to try new things
  • Interested in living abroad
  • Anticipate increasing their spending
  • 47% brand loyal
  • 58% like to find bargains
  • Top 3 channels of influence (50%+):
    1. Friends/family
  • Tend to do research online, buy offline
  • Targeting:
    • New/improved offerings
    • Lower-priced alternatives to what they're buying now
    • Loyalty programs

Digital Enthusiast

  • 6% share, 54% female
  • Love technology
  • Enjoy virtual experiences more than real ones
  • 30% regularly seek low-cost stuff
  • Top 3 channels of influence (50%+):
    1. Friends/family
    2. Independent reviews
    3. Social media
    4. Traditional marketing
  • High users of mobile platforms for researching and buying, but also research offline
  • Targeting:
    • Except when buying tech products, they will focus on low price/saving money

Balanced Optimist

  • 5% share, 51% female
  • Prefer quality but seek value
  • Health and well-being important
  • 53% buy only from companies they trust completely
  • 30% regularly seek low-cost stuff
  • Top 3 channels of influence (50%+): [list]
  • Friends/family
  • Independent reviews
  • Tend to do research online via tablet/desktop, buy offline
  • Targeting: [list]
  • Offer lower-

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Subhead Segmentation by personality goes beyond demographics by analyzing behaviors
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External Article: http://go.euromonitor.com/rs/805-KOK-719/images/wpConsumerTypes2019.pdf


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