Globally consistent consumer market segmentation
An innovative, comprehensive segmentation model for effective market investigation and identification of your target audience. It is the first product in its class to offer ten consumer types validated across multiple countries.
Our Consumer Profiles product family presents the population of an extensive range of countries, divided into ten easy-to-understand consumer classifications.
The product is based on segmentation criteria including demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour. The data has been drawn from a representative global survey of around 30,000 consumers with various, relatively homogeneous, populations with different consumer characteristics and buying patterns. The research is then distilled into globally identifiable consumer profiles. Consistent and comparable data, with seamless transitions across borders, make this product ideal for international projects.
Consumer Profiles can be purchased on its own or bundled with GIS polygon data for administrative regions, postcodes and small areas. This effective combination will allow you to perform enlightening analysis supported by stunning visualisations.
Consumer Profile data is available for the following countries & territories. Click on a flag or name for further details.
North America / Caribbean
Central & South America
For each region type available, the Consumer Profiles data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon to see a description of each classification.
These consumers have the highest per-capita income of all segments. They tend to be young and successful, with a significantly higher level of education than most other groups and are self-employed or in managerial positions. They don’t have children yet and tend to live in metropolitan areas either alone or with partner/friends. As a high disposable income group, these people typically spend the most money on clothes. In terms of choice of smartphone, Apple is preferred to Samsung.
This group is older, with grown-up children who have left home. They have a high per-capita income but would rather ‘go shopping’ than buy online. As consumers, they are brand-loyal and will search for quality products from favoured retailers.
Older, and generally living alone or as part of a couple, these people have an above average per-capita income, but an average household income. As consumers, value for money is extremely important and purchases are carefully researched and planned. They tend to be environmentally very aware and will embrace innovation.
Generally successful office workers, and keen on-line shoppers, the consumers in this group have an above average per-capita income. As a rule, they tend to be conspicuous consumers with high expenditure on watches, jewellery and sporting goods. They are environmentally aware and look for quality and innovation in a product.
This segment represents consumers with the highest household income and the highest expenditure across most product groups. As the group consists of families with children, the per-capita income is lower than you would expect. With high levels of education, most work in management roles and live in metropolitan areas or large cities. Overall, they are keen shoppers and the most frequent users of online shopping sites. They can be characterised as ‘early adopters’, with a very high usage of smartphone technology and social media. In terms of choice of smartphone, Apple is preferred to Samsung.
With an average per-capita income, this segment consists mainly of retired couples without children at home. As consumers they are brand and product loyal and place a high importance on value for money. As a group, security is important and a strong emphasis is placed on relationships and being part of a community.
These consumers have a below average per-capita income. They are socialisers who place a high value on a sense of belonging as well as a sense of excitement and spontaneity. They are interested in new products, but as a rule don’t undertake any pre-purchase research.
Often younger and with children this group has a below-average per-capita income. As consumers, value for money is important as are favourite brands. Education, security and tradition are high on the list of personal values.
This group has an above average household income, but as it is primarily made up of households with young children, the per-capita income is lower. Adults are either self-employed or in managerial positions. As consumers they are brand loyal but will embrace new products. The group ranks high on spend in the sports product and education categories. Excitement is an important driver, too.
This is a young group with the lowest per-capita income and comprises mainly students, unemployed and stay-at-home parents. They generally live in towns or more rural areas.
Data Formats & Delivery
Consumer Profiles data is available in many popular GIS formats, including:
- Esri Shapefile
- Esri File GeoDatabase
- MapInfo TAB (Extended)
All data products are delivered using our secure data delivery platform, Europa Data Vault.
Extend your market insight further with these compatible add-on products. Ask about special pricing for map data bundles.
For this unique form of geography, we offer both region & point-based postcode / zipcode data sets for most countries of the world.
Regions & Boundaries
Gain a deeper understanding of geography within a country with robust data for location analysis and visualisation.
Get to know your audience in terms of number of households, population figures by sex and age band plus the number of unemployed.
Understand disposable income by tiered area with this key indicator for effective location and sales territory planning.
Free Data Life Support
All data products supplied by Europa Technologies include free, world-class, lifetime support.
Got a technical issue or licensing question? No problem – we’re just a call or an e-mail away.
Arrange your digital map licensing through us with the assurance of great value from your data investment.
How can we help you?
If you have any questions about our Consumer Profiles data (technical, licensing, pricing, etc.) or would like to arrange a free personalised demo at a time that suits you, please get in touch using the links above. Alternatively, contact one of our product specialists who will be happy to help you.
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