Online Shoppers: Who Are They And What Do They Want? BIGresearch Ranks Consumption Clusters BIGresearch Ranks Consumption Clusters
Tuesday, 31 October 2006
When it comes to comparative (non-auto) shopping online, BIGresearch's latest Simultaneous Media Survey (SIMM VIII) of over 15,000 consumers revealed that two media consumption clusters top the list, the Independents (37 percent) and the Opportunity Minded (19 percent).
BIGresearch's media consumption clusters are behavior-based and derived by analyzing media influence, purchase decisions by merchandise category, experiential time and simultaneous usage. The clusters, developed in conjunction with Martin Block and Don Schultz of the Medill School at Northwestern University, allow for true media consumption segmentation, which is required for increased ROI.
"The Independents typically rank lowest overall in their media consumption habits, while Opportunity Minded consumers score much higher. However, this new data provides valuable evidence on how to reach the low media consumption group of Independents," said Joe Pilotta, VP of Research for BIGresearch.
The following chart demonstrates the online comparative shopping habits of Independent and Opportunity Minded consumers and what they shop for most.
"It's important to remember that comparative online shoppers are also purchasers, but clearly Independents and Opportunity Minded consumers are shopping both for services and staples such as clothing," said Pilotta. "In reaching the low media consumers, marketers and Internet service providers should consider online information as a key investment in creating media campaigns with the best ROI."
"Understanding the media clusters, and the consumer behavior behind them, can lead to very different media plans. For example, a travel client might want to re-think a plan that relies heavily on TV -- no matter how targeted or efficient -- and focus more resources against online and promotional media," said James Geoghegan, President of Media Head, a New York City-based planning and strategy agency which uses the SIMM Clusters in developing media plans.
Additional information on SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings.