Purchase Drivers for Status Seekers vs Economicals

Today we look at the differing ways in which brands can encourage two contrasting groups from GWI’s Attitudinal Segmentation to buy something online.

With Status Seekers being big networkers (42% are spending over 2 hours per day on this activity), it’s apparent that social channels play a significant role in the purchase decisions of this aspirational group. In fact, over a quarter of Status Seekers say that endorsements on social media encourage them to buy, and they’re almost 50% more likely to value the ability to buy directly on these platforms.

It’s a different story for the Economicals and here the more frugal nature of this group becomes apparent. Perhaps unsurprisingly, this group over-indexes most strongly for money-saving options like free delivery (45%) and financial rewards (45%).

Download an explanation of GWI’s Attitudinal Segmentation here.