Consumer Electronics Archetypes
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The consumer electronics market is both high value and extremely competitive. Understanding the different kinds of consumers who buy electronic equipment and what motivates their decisions can give you a crucial edge in effectively reaching these targets. New on the Q4 GB TGI release and freely available to all subscribers is a segmentation of adults into seven different kinds of electronic shopper
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Consumer Electronics Archetypes
- 1. INTRODUCING CONSUMER ELECTRONICS ARCHETYPES TGI INSIGHTS
- 2. CONSUMER ELECTRONICS ARCHETYPES A TGI SEGMENTATION OF ELECTRONIC SHOPPERS Allows marketers to pinpoint specific targets amongst seven mutually exclusive groups of consumer electronics shoppers Understand the who, why and how of shopper behaviour by profiling groups against the full range of TGI variables (attitudes, media, leisure etc.) Combined with TGI’s WHY Code data to provide deep insights into what drives consumer electronic shopping behaviours
- 3. CONSUMER ELECTRONICS SHOPPER STRATEGIES INTRODUCING THE ARCHETYPES Functionality Focused Spontaneous Spenders Driven by the functionality of electronic items, as well as their technical specification, ease of use & guarantee Accustomed Acquirers Review Researchers Easily influenced, risk takers driven by availability, sales promotions & advertising Driven by the manufacturer’s brand, company reputation & after sales service, happy to spend more on quality products Driven by professional & consumer reviews, as well as technical specification. They are thoroughly research led & make informed decisions Technology Trendspotters Prudent Purchasers Image Idolisers Driven by innovation, style and technical specification, attracted by special features & always equipped with the latest technology Driven by lowest price to meet strict budget, attracted by special offers & promotions, ease of use & great customer service Driven by the manufacturer’s brand, design, image & premium quality products
- 4. CONSUMER ELECTRONIC SHOPPER STRATEGIES INTRODUCING THE ARCHETYPES Functionality Focused Spontaneous Spenders Technology Trendspotters Accustomed Acquirers Prudent Purchasers Image Idolisers Review Researchers
- 5. CONSUMER ELECTRONICS SHOPPER STRATEGIES ARCHETYPE POPULATIONS % of population Overall numbers Functionality Focussed 18 9.3 million Spontaneous Spenders 11 5.6 million Accustomed Acquirers 14 7.1 million Review Researchers 8 4.5 million Technology Trendspotters 9 4.6 million Prudent Purchasers 11 5.6 million Image Idolisers 11 5.3 million Unclassified 17 8.6 million Electronic Shopper Archetype Base: All Adults 15+ Source: GB TGI 2013 Q4
- 6. FUNCTIONALITY FOCUSED PROFILE Age Split Gender Split 48% (94) 15-24 52% (106) 25-34 35-44 45-54 55-64 65+ All Adults Average spend on Hi-Fi Systems: FFs £208 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social DNA Map* (+£11 more than average) Base: All Hi-Fi System owners High Global Capital Top Electronic Purchasing Factors 126 Top Electrical Items Owned * See Appendix 107 97 Economic Dominating Cultural Dominating (By Index) (By Index) 127 Factor 102 Technical specification 242 46% 214 55% Guarantee 119 74 Vert .% Ease of use 110 104 Index 206 52% (53%) Hi-Fi Systems 126 MP3 Player (37%) 60 Low Global Capital Base: All Adults 15+ 125 Headphones * See Social DNA Map Explanation in Appendix (44%) Source: GB TGI 2013 Q4
- 7. SPONTANEOUS SPENDERS PROFILE Age Split Gender Split 57% (111) 15-24 43% (88) 25-34 35-44 45-54 55-64 65+ All Adults Average spend on Headphones: SSs £38.80 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social DNA Map* (-£5 less than average) Base: All Headphone owners High Global Capital Top Electronic Purchasing Factors 48 Top Electrical Items Owned * See Appendix 72 76 83 125 113 137 98 148 Economic Dominating Cultural Dominating (By Index) (By Index) 112 Factor Index Vert .% Headphones Availability 177 18% Advertising 128 2% Sales promotions 102 13% Low Global Capital Base: All Adults 15+ (40%) 111 (33%) MP3 Player 100 DVD Player * See Social DNA Map Explanation in Appendix (74%) Source: GB TGI 2013 Q4
- 8. ACCUSTOMED ACQUIRERS PROFILE Age Split Gender Split 52% (101) 15-24 48% (99) 25-34 35-44 45-54 55-64 65+ All Adults Average spend on Cameras: AAs £197 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social DNA Map* (-£9 less than average) Base: All Camera owners High Global Capital Top Electronic Purchasing Factors 116 91 (By Index) 116 88 94 101 96 Economic Dominating Cultural Dominating 102 Top Electrical Items Owned * See Appendix Factor The manufacturer’s brand Index (By Index) 102 Vert .% (65%) Camera 200 64% 100 DVD Player Advertising 126 2% After sales services 121 18% (73%) 97 Low Global Capital Base: All Adults 15+ * See Social DNA Map Explanation in Appendix 98 DAB Digital Radio (33%) Source: GB TGI 2013 Q4
- 9. Review Researchers PROFILE Age Split Gender Split 42% (82) 15-24 58% (119) 25-34 35-44 45-54 55-64 65+ All Adults Average spend on DAB Digital Radio: RRs £78.50 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social DNA Map* High Global Capital Top Electronic Purchasing Factors 172 (By Index) 71 81 100 35 61 Economic Dominating Cultural Dominating 212 134 Factor Professional recommendations/ reviews Index 137 Vert .% DAB Digital Radio 379 38 (50%) 129 (54%) Consumer / User reviews 369 45 150 29 Low Global Capital Base: All Adults 15+ Top Electrical Items Owned * See Appendix (By Index) Technical specification 32 (-£2.90 less than average) Base: All DAB Digital Radio owners DVD Player 128 MP3 Player * See Social DNA Map Explanation in Appendix (38%) Source: GB TGI 2013 Q4
- 10. TECHNOLOGY TRENDSPOTTERS PROFILE Age Split Gender Split 15-24 25-34 35-44 45-54 55-64 65+ All Adults (138) £103 68% (63) Average spend on MP3 Players: TTs 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social DNA Map* (+£6.10 more than average) Base: All MP3 Player owners High Global Capital Top Electronic Purchasing Factors 78 Top Electrical Items Owned * See Appendix (By Index) 108 91 Economic Dominating Cultural Dominating (By Index) 156 Factor 108 132 88 125 72 Vert .% Innovation 252 13 Technical specification 123 24 Quality 97 Index 109 MP3 Player 154 (55%) Headphones 120 73 (50%) Low Global Capital Base: All Adults 15+ (46%) Hi-Fi System * See Social DNA Map Explanation in Appendix Source: GB TGI 2013 Q4
- 11. PRUDENT PURCHASERS PROFILE Age Split Gender Split 15-24 25-34 35-44 45-54 55-64 65+ All Adults (76) £124 37% (123) Average spend on a DVD Player: PPs 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social DNA Map* (-£4 less than average) Base: All DVD player owners High Global Capital Top Electronic Purchasing Factors 114 Top Electrical Items Owned * See Appendix 96 95 Economic Dominating Cultural Dominating (By Index) (By Index) 96 Factor 101 100 100 82 Vert .% Price 95 65 Ease of use 91 24 After sales service 116 Index 88 13 (71%) DVD Player 94 Camera (60%) 96 Low Global Capital Base: All Adults 15+ * See Social DNA Map Explanation in Appendix 93 DAB Digital Radio (31%) Source: GB TGI 2013 Q4
- 12. IMAGE IDOLISERS PROFILE Age Split Gender Split 15-24 25-34 35-44 45-54 55-64 65+ All Adults (101) £161 50% (99) Average spend on a Camera: IIs 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social DNA Map* Base: All Camera owners High Global Capital Top Electronic Purchasing Factors 95 (By Index) 120 95 103 118 94 98 Economic Dominating Cultural Dominating 84 92 Top Electrical Items Owned * See Appendix (By Index) Factor Index Design 254 48 105 Vert .% (67%) Camera 104 Compact size The manufacturer’s brand 187 17 (43%) Hi-Fi System 187 102 60 Low Global Capital Base: All Adults 15+ (-£27 less than average) * See Social DNA Map Explanation in Appendix Headphones (36%) Source: GB TGI 2013 Q4
- 13. PRACTICAL APPLICATIONS BRANDS & RETAILERS
- 14. PRACTICAL APPLICATIONS RETAILERS Index = 100 Base: All Adults 15+ In this example we can see that Review Researchers are most likely to shop at John Lewis rather than Sony stores, whereas Technology Trendspotters are far more likely to purchase consumer electronics from Sony. The retailer, Sony, under-represents in the Prudent Purchasers segment, so therefore they may whish to appeal to their interest in promotions and special offers. Whilst at the same time keeping Technology Trendspotters and Image Idolisers engaged with their electrical products. Source: GB TGI 2013 Q4
- 15. PRACTICAL APPLICATIONS Looking at this example Image Idolisers and Spontaneous Spenders prefer Apple headphones whereas Functionality Focused prefer Skullcandy. BRANDS: Headphones Segment Vert. % Index Vert. % Index Functionality Focused 19% 106 29% 157 Spontaneous Spenders 17% 148 16% 140 Accustomed Acquirers 15% 108 7% 50 6% 67 10% 107 15% 169 21% 228 4% 39 5% 40 16% 157 8% Skullcandy under represents for Image Idolisers. To combat this they could boost custom from this underrepresented shopper type by trying to promote their unique design to appeal to this segments drivers, of which design, image and quality are most important. 79 Review Researchers Technology Trendspotters Prudent Purchasers Image Idolisers Base: All Adults 15+ Source: GB TGI 2013 Q4
- 16. Why Code Tel: 020 8433 4000 Email: tgihotline@kantarmedia.com Web: www.kantarmedia.co.uk Solutions and packages
- 18. Consumer Electronic Shopper Archetype Electronic Items Used % of all adults who own electronic items Overall numbers 42 21 million 30 15 million 36 18 million 74 37.5 million 64 32.6 million 33 17 million
- 20. Social DNA Discover the roots of consumer tastes and preferences Subconscious Stimuli Connect with consumers’ deep subconscious imagery Lifestyle Statements Drive category and brand usage by understanding semi-conscious values Conscious Choices Analyse decision shortcuts, rational and post-rationalised criteria
- 21. Social DNA Subconscious Stimuli High global amount of capital 100s of variables Cultural capital dominant Lifestyle Statements Conscious Choices Economic capital dominant Cultural Capital Economic Capital Low global amount of capital
- 22. Social DNA Subconscious Stimuli High global amount of capital Lifestyle Statements Conscious Choices Cultural capital dominant £43K Degree or higher Premium /Provenance Discerning Low global amount of capital Economic capital dominant
- 23. Social DNA Subconscious Stimuli Lifestyle Statements High global amount of capital Conscious Choices Cultural capital dominant Economic capital dominant £15K Further qualification Aspirational Frustration Low global amount of capital
- 24. Social DNA Subconscious Stimuli High global amount of capital Lifestyle Statements Conscious Choices Cultural capital dominant Economic capital dominant Low global amount of capital
Notas del editor
- The WHY code is a suite of tool build around 4 key steps that our clients can follow when analysing consumers motivations. This sequence of analysis takes us on a journey in the consumers’ minds, CLICK from their most conscious motives to their least conscious ones. CLICK The first step, the rationale, explores the consumers’ rational and conscious choices. CLICK The second step regards values which can be conscious or semi conscious and how they can drive categories usage. This can be done through the study of lifestyle statementsCLICK With the third step we switch towards the more unconscious side of our consumers’ brains, by getting in touch with their deep imagery. CLICK Finally the 4th step goes really to the deep roots of the unconscious, people’s social DNA. For this, we used Pierre Bourdieu’s a globally acclaimed sociologist from the 20th century. If you want I can give you a bit of more details about all these different steps otherwise we
- Just to help visualise some of these groups I can show you a couple of segments. Let’s start at the top of the map. We have people whose capital is high and balanced. They enjoy the highest level of income and have achieved at least a degree. They are generally discerning, likely for instance to check the provenance of products and are generally happy to pay a premium for superior service or quality. In terms of cultural practice, this is where your most likely to find your opera goers.CLICK Now let’s pick a group whose capital is predominantly cultural. For these the capital is overall low, but skuuuwed toward the cultural side. They enjoy modest income and have achieved some level of further qualifications after their A level. They tend to feel quite an inner tension between their ambitions and dreams and their frustrations. Looking at their artistic practice we observe their propensity to sing, so perhaps potential candidate for talent shows. So in a similar manner we can visualise all the groups.