Consumer Segments in 2022, According to Resonate
Resonate, an audience research and syndicated data company, has provided their take on where consumers are in 2022, identifying three key groupings to represent this. One is the Overwhelmed Consumer, which has clearly been exacerbated by the uncertainty caused by the pandemic; this segment was characterized primarily by parents who are juggling the day-to-day of work and childcare demands. The second segment is the Influenced Consumer, which is highly swayed in purchasing decisions by social ads and influencers, particularly in regard to cosmetics and clothing. Lastly, Resonate identified the Activist Consumer. This grouping prioritizes corporate responsibility, and its members are willing to pay for products supporting various causes. Let’s take a deeper look at each audience segment.
The Overwhelmed Consumer is 158 percent more likely than the average consumer to indicate they’re planning on buying a bar cabinet. They’re also 45 percent more likely to buy alcohol online and 57 percent more likely to say drinking at home increased during the pandemic. This segment, on the flip side, is likely to turn to uplifting, pleasing products and experiences that offer a reprieve from the fatigue of ongoing uncertainty. They are likely to purchase products that are family friendly, fun, exciting, or innovative, and they’re also more likely to be in the market currently for home-improvement products, major appliances, toys, craft supplies, or sports and fitness equipment than the other segments.
The Influenced Consumer is 50 percent more likely to have accent chairs on their wish list, and 70 percent more likely to have their eyes on ottomans. According to Resonate, this segment is more likely to be starting families, pursuing online education, or helping a family member into a retirement community than the other segments. Home-goods companies should be scaling up influencer marketing if they are not already, as members of this segment are 59 percent more likely to consider social media influencers as an influential source of information in their apparel purchases. However when considering purchases, four out of five cite best prices as their number one retailer selection trait.
The Activist Consumer is 80 percent more likely to shop from DTC brands that ship directly to them—from a brand’s website, primarily. They focus on corporate responsibility, but that does not mean they are opposed to large corporations. The Activist Consumer is more likely than other consumers to have an Amazon Prime membership, Costco membership, Instacart, and others. This group is 151 percent more likely to shop at women- or minority-owned stores. According to Resonate, they may be more likely than the other segments to be experiencing life events such as looking for new jobs, adopting pets, starting a small business, or having a teen driver at home.
Where do these groups stand on brand loyalty? According to the research, the Influenced Consumer is the most likely to sway to new brands. (Considering price is a high factor and reliance on influencer input this is no surprise.) The Overwhelmed and Activist Consumers are much less likely to change brands, the Overwhelmed Consumer has less time to evaluate a brand change and the Activist Consumer is more likely to stick to their already vetted philanthropic, socially responsible product choice
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