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.
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|Title Annotation:||DATA POINTS|
|Date:||Sep 2, 2019|
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