INTRODUCING CONSUMER ELECTRONICS ARCHETYPES TGI INSIGHTS
Electronic Shopper Archetypes
Nov 27, 2014
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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INTRODUCING CONSUMER ELECTRONICS ARCHETYPESTGI INSIGHTS
CONSUMER ELECTRONICS ARCHETYPESA 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
CONSUMER ELECTRONICS SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES
Functionality Focused
Driven by the functionality of electronic
items, as well as their technical specification,
ease of use & guarantee
Spontaneous Spenders
Easily influenced, risk takers driven by availability, sales
promotions & advertising
Accustomed Acquirers
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
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
Review Researchers
Prudent Purchasers Image Idolisers
CONSUMER ELECTRONIC SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES
Functionality Focused
Spontaneous Spenders
Accustomed Acquirers
Review Researchers
Technology Trendspotters
Prudent Purchasers
Image Idolisers
CONSUMER ELECTRONICS SHOPPER STRATEGIESARCHETYPE POPULATIONS
Electronic Shopper Archetype% of
populationOverall
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
Base: All Adults 15+ Source: GB TGI 2013 Q4
Unclassified 17 8.6 million
Top Electronic Purchasing Factors
(By Index)
FUNCTIONALITY FOCUSEDPROFILE
48%(94)
52%(106)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Average spend on Hi-Fi Systems:
£208(+£11 more than average)
Factor Index Vert .%
Technical specification
242 46%
Ease of use 214 55%
Guarantee 206 52%
All Adults
FFs
* See Social DNA Map Explanation in AppendixBase: All Adults 15+ Source: GB TGI 2013 Q4
Social DNA Map*High Global Capital
Low Global Capital
Cul
tura
l Dom
inat
ing
60
102
74
119
104
97
110
107
126
Econom
ic Dom
inating
Top Electrical Items Owned
(By Index)
127(53%)
126(37%)
125(44%)
Hi-Fi Systems
MP3 Player
Headphones
* See Appendix
Base: All Hi-Fi System owners
SPONTANEOUS SPENDERS PROFILE
57%(111)
43%(88)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Social DNA Map*
112(40%)
111(33%)
100(74%)
Factor Index Vert .%
Availability 177 18%
Advertising 128 2%
Sales promotions
102 13%
All Adults
SSs
High Global Capital
Low Global Capital
Cul
tura
l Dom
inat
ing
Econom
ic Dom
inating
* See Social DNA Map Explanation in AppendixBase: All Adults 15+ Source: GB TGI 2013 Q4
Average spend on Headphones:
£38.80(-£5 less than average)
Top Electrical Items Owned (By Index)
Top Electronic Purchasing Factors
(By Index)
148
137
125
98
113
83
76
72
48
Headphones
MP3 Player
DVD Player
* See Appendix
Base: All Headphone owners
ACCUSTOMED ACQUIRERSPROFILE
52%(101)
48%(99)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Social DNA Map*
102(65%)
100(73%)
98(33%)
Factor Index Vert .%
The manufacturer’s brand
200 64%
Advertising 126 2%
After sales services
121 18%
AAs
High Global Capital
Low Global Capital
Cul
tura
l Dom
inat
ing
Econom
ic Dom
inating
* See Social DNA Map Explanation in AppendixBase: All Adults 15+ Source: GB TGI 2013 Q4
Average spend on Cameras:
£197(-£9 less than average)
Top Electrical Items Owned(By Index)
Top Electronic Purchasing Factors
(By Index)
All Adults
97
96
101
94
88
116
91
116
102
Camera
DVD Player
DAB Digital Radio
* See Appendix
Base: All Camera owners
Review ResearchersPROFILE
42%(82)
58%(119)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Social DNA Map*
Factor Index Vert .%
Professional recommendations/ reviews
379 38
Consumer / User reviews 369 45
Technical specification 150 29
RRs
137(50%)
129(54%)
128(38%)
High Global Capital
Low Global Capital
Cul
tura
l Dom
inat
ing
Econom
ic Dom
inating
* See Social DNA Map Explanation in AppendixBase: All Adults 15+ Source: GB TGI 2013 Q4
Top Electrical Items Owned (By Index)
Average spend on DAB Digital Radio:
£78.50(-£2.90 less than average)
Top Electronic Purchasing Factors
(By Index)
All Adults
32
61
35
100
81
71
172
134
212
DAB Digital Radio
DVD Player
MP3 Player
* See Appendix
Base: All DAB Digital Radio owners
TECHNOLOGY TRENDSPOTTERSPROFILE
32%(63)
68%(138)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Social DNA Map*
Factor Index Vert .%
Innovation 252 13
Technical specification
123 24
Quality 109 73
156(46%)
154(55%)
120(50%)
TTs
High Global Capital
Low Global Capital
Cul
tura
l Dom
inat
ing
Econom
ic Dom
inating
* See Social DNA Map Explanation in AppendixBase: All Adults 15+ Source: GB TGI 2013 Q4
Top Electronic Purchasing Factors
(By Index)
Top Electrical Items Owned (By Index)
Average spend on MP3 Players:
£103(+£6.10 more than average)
All Adults
72
125
88
132
108
91
97
108
78
Hi-Fi System
MP3 Player
Headphones
* See Appendix
Base: All MP3 Player owners
PRUDENT PURCHASERSPROFILE
63%(123)
37%(76)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Social DNA Map*
Factor Index Vert .%
Price 95 65
Ease of use 91 24
After sales service
88 13
PPs
96(71%)
94(60%)
93(31%)
High Global Capital
Low Global Capital
Cul
tura
l Dom
inat
ing
Econom
ic Dom
inating
* See Social DNA Map Explanation in AppendixBase: All Adults 15+ Source: GB TGI 2013 Q4
Top Electronic Purchasing Factors
(By Index)
Top Electrical Items Owned (By Index)
Average spend on a DVD Player:
£124(-£4 less than average)
All Adults
96
82
100
100
101
95
116
96
114
DAB Digital Radio
DVD Player
Camera
* See Appendix
Base: All DVD player owners
IMAGE IDOLISERSPROFILE
51%(99)
50%(101)
Gender Split
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
Social DNA Map*
Factor Index Vert .%
Design 254 48
Compact size 187 17
The manufacturer’s brand
187 60
All Adults
IIs
105(67%)
104(43%)
102(36%)
High Global Capital
Low Global Capital
Cul
tura
l Dom
inat
ing
Econom
ic Dom
inating
* See Social DNA Map Explanation in AppendixBase: All Adults 15+ Source: GB TGI 2013 Q4
Top Electronic Purchasing Factors
(By Index)
Top Electrical Items Owned (By Index)
Average spend on a Camera:
£161(-£27 less than average)
98
118
103
94
95
120
95
92
84
Camera
Hi-Fi System
Headphones
* See Appendix
Base: All Camera owners
PRACTICAL APPLICATIONS
BRANDS & RETAILERS
PRACTICAL APPLICATIONSRETAILERS
Base: All Adults 15+ Source: GB TGI 2013 Q4
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.
Index = 100
PRACTICAL APPLICATIONSBRANDS: Headphones
Base: All Adults 15+ Source: GB TGI 2013 Q4
Segment Vert. % Index Vert. % Index
Functionality Focused 19% 106 29% 157
Spontaneous Spenders 17% 148 16% 140
Accustomed Acquirers 15% 108 7% 50
Review Researchers 6% 67 10% 107
Technology Trendspotters 15% 169 21% 228
Prudent Purchasers 4% 39 5% 40
Image Idolisers 16% 157 8% 79
Looking at this example Image Idolisers and Spontaneous Spenders prefer Apple headphones whereas Functionality Focused prefer Skullcandy.
Skullcandy under represents for Image Idolisers. To combat this they could boost custom from this under-represented shopper type by trying to promote their unique design to appeal to this segments drivers, of which design, image and quality are most important.
APPENDIXElectronic Items Used
Consumer Electronic Shopper ArchetypeElectronic 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
APPENDIX SOCIAL DNA
Analyse decision shortcuts, rational and
post-rationalised criteria
Drive category and brand usage by understanding semi-conscious values
Connect with consumers’ deep subconscious imagery
Discover the roots of consumer tastes and
preferencesSocial DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
The WHY Code
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural Capital & Economic Capital – Positioning map
Cultural capital
dominant
Economic capital
dominant
Low global amount of capital
High global amount of capital
Cultural Capital
Economic Capital
100s of variables
Cultural capital
dominant
Economic capital
dominant
Low global amount of capital
High global amount of capital
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural & Economic Capital – Positioning map
£43KDegree or higherPremium /Provenance Discerning
Cultural capital
dominant
Economic capital
dominant
Low global amount of capital
High global amount of capital
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural & Economic Capital – Positioning map
£15K Further qualificationAspirational Frustration
Cultural capital
dominant
Economic capital
dominant
Low global amount of capital
High global amount of capital
Social DNA
Subconscious Stimuli
Lifestyle Statements
Conscious Choices
Cultural & Economic Capital – Positioning map
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