8 consumer types every marketer must know in 2018

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While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender or income. A report by Euromonitor International however, looks beyond standard demographics and has created distinct, personality-driven consumer types at both the global and country levels.

These consumer types incorporate many of the diverse attitudes and habits that separate one person from another, even distinguishing among those in the same demographic group.


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Consumer profiles

#1 The Conservative homebody

Conservative Homebodies often focus on personal issues, such as home, family and spirituality. Not comfortable in the spotlight, they prefer to let others lead.

Conservative Homebodies appreciate shopping, but are not very image conscious or particularly materialistic. Their annual average income is US$36,917.

#2 The secure traditionalist

Secure Traditionalists actively avoid shopping. They are unlikely to seek strong branded or premium products and prefer to save rather than spend. Their annual average income is US$31,053.

#3 The empowered activist

Empowered Activists feel they can make a difference. They are concerned with global issues and, as a result, value quality and durable products to reduce their footprint. Their average annual income is US$37,915.


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#4 The inspired adventurer

Inspired Adventurers like to try new things. They have big plans and are interested in living abroad and being self-employed.

Most Inspired Adventurers anticipate an increase in their spending. Their average annual income is US$32,776.

#5 The undaunted striver

Undaunted Strivers are highly tech savvy and image conscious. When shopping, they are interested in trying new things and often seek branded and premium goods.

Their average annual income is US$45,171.

#6 The Cautious planner

Cautious Planners are careful with their money and rarely make impulsive purchases. They are more comfortable with traditional methods of commerce and are less likely to use credit cards. Their average annual income is US$32,381.

#7 The balanced optimist

Balanced Optimists prefer quality over quantity. They place importance on personal health and well-being and seek value for their spending. Their average annual income is US$42,497.

#8 The impulsive spender

Impulsive Spenders, as the name suggests, are more likely to spend rather than save. They are eager to treat themselves and prefer to live in the present, rather than focus on the future. Impulsive Spenders are not very concerned with internet privacy. Their average annual income is US$33,827.