Printer Friendly

Talking Shop: A BREAKDOWN OF TODAY'S BRICK-AND-MORTAR CONSUMERS.

Brick-and-mortar shoppers are pretty evenly distributed across generations, but there are some key demographics that stand out, according to new research from consumer intelligence company Resonate.

Families with a combined income of $25,000 to $50,000 a year account for 25% of brick-and-mortar shoppers, making them the largest group, followed by those earning $50,000 to $75,000 (20%). And while minivans filled with kids may come to mind when thinking about shopping at the mall, over half of consumers who regularly shop in stores have no children (57%).

"Despite the growth in online shopping and direct-to-consumer brands, the majority of the population, across all age groups and income levels, still shops brick and mortar at a regular rate," said Ericka Podesta McCoy, CMC Resonate. "However... in order to tap into the wallets of brick-and-mortar shoppers, retailers must further segment their audiences and customize their messaging accordingly."

BY SAMMY NICKALLS

A breakdown of brick-and-mortar shoppers
Age

18-24   14%
25-34   19%
35-44   19%
45-54   20%
55-64   16%
65+     14%

Household Income

$25K to $50K     25%
$50K to $75K     20%
$75K to $100K    15%
$100K to $150K   16%
$150K>           10%
<$25K            13%

Marital status

Single     30%
Married    56%
Divorced   10%
Other       3%

Number of Children

None           57%
One            19%
Two to three   21%
Four to five    3%
Six or more     2%

Note: Table made from pie chart.

What brick-and-mortar shoppers care about

% more trait is valued compared to average consumer

Duty            48%
Conformity      27%
Creativity      23%
Influence       19%
Dependability   19%
Authority       17%

How brick-and-mortar shoppers shop

% more used or favored compared to average consumer

Using coupons                           11%
Shopping at mass merchants              11%
Using a prewritten list                 10%
Making impulse purchases                 7%
Shopping at a warehouse/club store       7%
Buying online and picking up in-store    3%

Note: Table made from bar graph.

Please Note: Illustration(s) are not available due to copyright restrictions.

COPYRIGHT 2019 Adweek, LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2019 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:DATA POINTS
Author:Nickalls, Sammy
Publication:ADWEEK
Date:Sep 2, 2019
Words:311
Previous Article:Tara Razavi: HOW THIS ENTREPRENEUR BUILT A CREATIVE HAVEN FROM THE GROUND UP.
Next Article:1942: Chilling At the Beach.
Topics:

Terms of use | Privacy policy | Copyright © 2019 Farlex, Inc. | Feedback | For webmasters