Adweek - 02.09.2019

ADWEEK 33

®

| SEPTEMBER 2, 2019

A BREAKDOWN OF TODAY’S BRICK-AND-MORTAR CONSUMERS. BY SAMMY NICKALLS

Talking Shop

INFOGRAPHIC: CARLOS MONTEIRO

DATA POINTS

SOURCE: RESONATE INSIGHTS 2019

A breakdown

of brick-and-mortar

shoppers

What brick-and-mortar

shoppers care about

% more trait is valued compared

to average consumer

How brick-and-mortar

shoppers shop

% more used or favored compared

to average consumer

14%

18-24

19%

25-34

19%

35-44

20%

45-54

16%

55-64

14%

65+

13%

<$25K

25 %

$25K

to $50K

20%

$50K

to $75K

15 %

$75K

to $100K

16%

$100K

to $150K

10%

$150K>

30%

Single

5 6%

Married

10%

Divorced

3%

Other

5 7%

None

19%

One

21%

Two to

three

3%

Four

to five

2%

Six or

more

Number of children

Marital status

Household Income

Age

48%

27%

23% 19%

19% 17%

Duty Conformity

Creativity Influence

Dependability Authority

11%

11%

10%

7%

7%

3%

Using coupons

Shopping at mass merchants

Using a prewritten list

Making impulse purchases

Shopping at a warehouse/club store

Buying online and picking up in-store

x

$

$

$

$

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, CMO,

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.”