... traditional marketing segments.
Although some demographic groups continue to show a strong affinity with particular brands, they are often not the ones marketers would naturally expect.
The study of 1,500 UK consumers, conducted by London-based Network Research, examines the way in which people relate to some of the UK’s most popular brands based on rational and emotional attitudes. This, the company claims, reveals an alternative view on traditional age, gender, income and social grade segmentation.
More significantly, it also suggests that consumers might be better targeted by their attitudes and gives examples of sectors that might need to alter the way they think about audiences.
One such example is TSB, which historically had an older, financially conservative audience prior to its merger with Lloyds Bank in 1995, whereas the research shows that early adopters heavily favour the relaunched company, which offers an opportunity to think less conservatively about channel and product propositions.
The study also shows that people with the highest concerns about security of their personal data are aged over 65. A substantial majority (89.7%) of whom say they are worried. This will not come as a surprise, but personal security concerns also score highly (83.4%) among those aged 25 to 34.
Read the original unabridged Marketing Week.com article.