Consumer Types: United States

Global Survey Report

About This Report

Jan 2015

Passport Survey explores the preferences and behaviours of five consumer types in the US across several topic areas including: personal traits, healthy living, shopping and green influences, technology, and eating and drinking. Results are based on responses to Euromonitor’s flagship Global Consumer Trends survey 2013, which includes 16,300 online consumers in 9 countries.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Consumer Types: United States

Going beyond demographics to categorise consumers

Consumer types can be a powerful tool to help companies better understand and appeal to their target market. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.


This report includes in-depth profiles of the five US consumer types:

US survey consumer types


The report presents each types' personal traits and values, their demographic profile, and their consumer behaviours in the areas of health and diet, green attitudes, shopping habits and technology use.

In addition, each report contains targeted marketing strategies for how to best reach each type.


Additional consumer types reports can be found on euromonitor.com and inside the Passport Survey system; these reports include profiles of consumers in the following countries:


Consumer Types Overview

Background on Euromonitor’s consumer types analysis
Uncovering key consumer types in nine global markets
Where do American consumers fit?

Introduction to US Consumer Types

Key traits of the five US consumer t ypes
Undaunted Striver profile
Ethical Optimist profile
Conflicted Climber profile
Simple Spiritualist profile
Secure Traditionalist profile

Personal Traits and Values

Exploring four personality areas
Work and personal life
Financial attitudes
Shopping and spending
Civic engagement

Consumer Behaviours

Key behaviours of the five US consumer types
Health and diet
Green attitudes
Shopping habits: Preferences and motivations
Shopping habits: Willingness to pay
Technology use

Reaching the US Consumer

Applying consumer types to sales and marketing
Business implications: Undaunted Striver
Business implications: Undaunted Striver (2)
Business implications: Ethical Optimist
Business implications: Ethical Optimist (2)
Business implications: Conflicted Climber
Business implications: Conflicted Climber (2)
Business implications: Simple Spiritualist
Business implications: Simple Spiritualist (2)
Business implications: Secure Traditionalist
Business implications: Secure Traditionalist (2)

More on US Consumer Types

A closer look at consumer types in the US
Age and gender
Size of city and parental status
Employment and education
Income

Research Overview

Examining the 2013 consumer types at the global level
Identifying the main categories of consumer types
How do the 2013 consumer types relate to the 2011 types?
Overview of Global Consumer Trends survey methodology
Cluster analysis methodology in detail
Cluster analysis survey questions (1)
Cluster analysis survey questions (2)
Cluster analysis survey questions (3)