the new consumer
DESCRIPTION
The New Consumer, door Ilse PeetersTRANSCRIPT
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ILSEPEETERS
ResearchManager
de Persgroep Publishing
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A NEW CONSUMER?
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The New Consumer
A collaboration of
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SURVEY
Understand, forecast and explain changing consumption behavior
Detect attitudes driving change
Define segments leading the change
Fieldwork period: March 2014
N = 2.035 :18 – 70 years old, representative for the Belgian population
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Retail (food)MobileEnergy/homeFinance
75% of household
budget
20%
17%
8%
22%10%
10%
14%
FOCUS ON 4 SECTORS
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THE NEW CONSUMER IS SELF-RELIANT, POSITIVE AND IN CONTROL
56% is constantly looking
for new and better
solutions
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Segmentation by professor Gino Verleye (UGent)
6 ‘NEW CONSUMER’ SEGMENTS
18-34
35-54
55+
Looking for solutions
Each in their own way
Based on their own situation,motivation and lifestage
1 2
3 4
5 6
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Research
Desperate youthLow income or unemployedLive @ homeLess media, except social media
DisillusionedNo influencers
18-34 years old
19% of the total population
‘HAVE NOTS’
1
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Change makersStudents & entrepreneursBig citiesVery active & broad media users
CuriousYoung pragmaticsFeeling good = doing good
18-34 years old
15% of the total population
‘CONSUMER OF TOMORROW’
2
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Tech savvyDual earnersTV + Smartphone/tablet
In controlThey can beat the marketSerial loyal and rational cost saving
35-54 years old
15% of the total population
THEY ARE IN CONTROL
3
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Single mums, studentsWomen magazines
Victims of economical crisisPragmatic out of necessityChange and share out of necessity
35-54 years old
19% of the total population
MOST AFFECTED BY THE ECONOMICAL CRISIS
4
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Financial orientationNewspaper, TV (traditional media)
Group purchases, alternative fundingInspired for new opportunities by current contextDrive financial change
55-64 years old
16% of the total population
ARE INSPIRED BY NEW POSSIBILITIES
5
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Radio, magazines, news websitesNew quality shopper (local, ethic)
Group purchasesNew ideologists: critical consumersDrive food changing consumption
55 + years old
16% of the total population
THE NEW QUALITY SHOPPERS
6
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WHAT DRIVES THE NEW CONSUMER?based on 4 sectors
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Top 5 concerns
26%
38%
39%
54%
64%Keeping energy cost under control
Invest to reduce costs permanently
Compare suppliers and switch
Use technology and smart devices
Transparency/insights into consumption
1
2
3
4
5
65% finds it normal to compare costs and to choose
the cheapest energy supplier
46% uses green energy
32% is planning to
ENERGY/HOME
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49% is planning to buy an ecological car
18% did this already
Planning Already
Top 5 concerns
35%
41%
43%
45%
58%Reduce transport costs
Reduce time spent in traffic
Buy more energy-efficient cars
Flexible office hours and work@home
Make more use of public transport
1
2
3
4
5
MOBILE
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Top 5 concerns
25%
37%
48%
49%
63%Pay attention to price and spendings
Save money through personalized promotions
Efficient shopping, reduce time
Buy more retailer brands, private labels
Pay attention to the origin of products
1
2
3
4
5
73% compares product prices
77% finds it interesting if stores would be open 24/7
60% is interested in onlineaccess to recipes and
promotions in the store
RETAIL
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Top 5 concerns
32%
36%
40%
42%
47%Pay attention to costs of banking
Transparancy about my money
Reduce the number of intermediairies
Demand guaranties on safety and control
Personal and direct service
1
2
3
4
5
71% is interested in apps that allow you to manage and control your
finances
81% is interested in an independent online tool to compare
banks
FINANCE
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HOW TO REACH THE NEW CONSUMER?
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Based on regular media use (sel idx)
GLOBAL MEDIA USE
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Based on sel idx
PREFERRED NEWS CARRIERS
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Source: Dailymetrie 2014
DIFFERENT CARRIERS OF
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Readers of Het Laatste Nieuws are constantly
looking for the best price/quality ratio
Senior Savers & Fixers
SiB
NewCityzens
Passives
NextGen
Fixers
SeniorSavers
More than average they compare pricesand packaging (77%)
If they find a better price/quality ratio, they wont hesitate to go for it (72%)
They will not hesitate to switch banks (sel ind 122) and they pay attention to the cost of banking
€
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Readers of De Morgen (paper, website and magazine) are aware of their ecological footprint
They influence others by their behaviouror make others aware of new products(Sel. ind. 124)
Aware of social, economic and cultural trends (Sel.ind. 136)
Passives
Fixers
SiB
NewCityzens
SeniorSavers
NextGen
Most critical and conscious consumers
NextGen
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They are digital “connected”, that’swhy they have access to information all the time.This helps them to make the right decisions. They have a strong feeling of independency and
control.
1 in 2 will not hesitate to switch banks
They compare prices all the time and are looking for better solutions. 51% is willing to pay more for better quality.
Fixers
€
SiB
NextGen
NewCityzens
Passives
SeniorSavers
Fixers
Surfers of HLN.be see themselves as clever
consumers
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Dag Allemaal readers think coupons or samples are a nice extra
1out of 2 searches actively for ways to domore with the same budget, it’s about sharing, purchasing in group, online purchases,…
53% is still up to pay for quality
New CitizensSiB
NextGen
Fixers
Passives
SeniorSavers
NewCityzens
They manage their budget in a creative way
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Not so to save money, but to have certitudeabout the origin and composition of the productsthey buy.
53% buys more fair-trade and ethicalproducts (Sel. ind. 161)
6 out of 10 eat less or no meat (sel. ind. 136)
They buy organic products and health food (sel. Ind. 230)
Small is beautifulFixers
Passives
SeniorSavers
NewCityzens
NextGen
SiB
Goed Gevoel readers are mindful consumers
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Price-Quality
Comfort
Eco/Ethic
Transparancy
NEW CONSUMER TRENDS
Sharing
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A new definition of QUALITY
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A new definition of COMFORT
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A new definition of COMFORT
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A new definition of ECO/ETHICS
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A new definition of ECO/ETHICS
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A new definition of TRANSPARENCY
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A new definition of SHARING