In 2019, the Lifestyles survey repeated the strongest and most relevant questions from the 2011, 2013, 2015 and 2016 surveys, alongside new questions regarding the changing behaviours we observed through previous iterations.
These new questions focus on future outlook, home and work life, technology preferences and further shopping insights.
These results from our annual Lifestyles survey draw on consumers’ personal attitudes and traits such as media consumption, buying behaviours, individual aspirations and more.
This segmentation empowers companies to think creatively about potential customers and create products and campaigns tailored to consumers’ interests and attitudes.
What is driving purchasing decisions?
Consumers continue to focus on saving money as they are making purchasing decisions. However, less of them are focusing solely on low price. Across the majority of consumer types, there are other specific features taken into account alongside price, such as well-known and premium brands, green and eco-friendly claims, unique shopping experiences and rapidly changing fashion trends.
Companies and retailers need to take these other attributes and features into consideration when thinking about product innovation, sales and marketing. Solely focusing on price is not enough anymore.
The Impulsive Spender is a high user of mobile platforms for both research and purchase purposes. Brands and retailers can facilitate the spontaneous behaviour of this consumer type by ensuring that purchasing platforms are linked closely to social media platforms and that all discounted offers on premium and well-known branded products are clearly outlined.
Conservative Homebodies still regularly make purchases in-store. However, they do not use this channel as frequently as other consumer types. Conservative Homebodies’ usage of online and mobile platforms for browsing and purchasing has been growing, though Conservative Homebodies love the in-store shopping experience, companies should not neglect these other platforms when trying to reach this consumer type
Minimalist Seekers use a combination of in-store, online and mobile channels to make their purchases. However, they are most likely to conduct their research in-store, specifically to try or see items in person before deciding. Companies and brands should clearly outline key features in-store via packaging or signage with emphasis on eco-conscious, sustainable, locally sourced and high-quality ingredients or materials.
Undaunted Strivers conduct the majority of their research and purchases online via computer or tablet, however, they still frequently use in-store services as well. Undaunted Strivers remain a strong user of mobile platforms. As their tech-savvy nature and usage of mobile services continues to grow, companies should continue investment in mobile platforms and ensure that they are efficient and easy-to-use.
Empowered Activists are high users of both in-store and online platforms. Brands and retailers need to maintain a seamless service between both platforms to enable Empowered Activists to make quick shopping decisions and enjoy the shopping experience. They also need to have clear descriptions and labels for all their products so that Empowered Activists can easily find products that fit into their green and eco-friendly lifestyle.
For additional insights on each of our 10 global consumer types and how to influence their purchase decisions, download 2019 Survey Results Using Consumer Types to Understand the Path to Purchase .