Consumer Profiles
for Chile

Consumer Profiles for Chile uses an innovative, comprehensive ten-segment 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.

Consumer Profiles for Chile

This Consumer Profiles product presents the population of Chile, divided into ten easy-to-understand consumer classifications.

The product is based on segmentation criteria including socio-demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour in Chile. 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 for Chile 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.

Chile – Comunas

345

Number of Regions

53000

Avg Population / Region

Country Summary

The Republic of Chile is situated in the western part of South America, the ribbon-like strip of land between the Andes to its east and its western Pacific coastline. It is the southernmost country in the world, and the closest to Antarctica. Sharing land borders with Peru, Bolivia and Argentina, Chile also controls the Pacific islands of Juan Fernandez, Isla Salas y Gomez, Desventuradas as well as Easter Island. It also claims territory in Antarctica. The capital is Santiago.
Chile made up much of the Incan Empire, until Spanish conquests in the sixteenth century, which failed to conquer the south-central part of the country. After independence from Spain, by 1830 Chile was becoming a stable authoritarian republic. By the end of the nineteenth century, after territorial wars with Peru and Bolivia, Chile emerged geo-politically as the country we are familiar with today.
Always relatively stable and free of coups and arbitrary governments which characterise so much of South America, Chile did experience severe political polarisation in the 1960s and 1970s, culminating in a coup which installed Pinochet as the leader of the new military dictatorship. The regime finally ended in 1990. The country is now run as a representative, democratic republic, divided into sixteen regions, fifty-six provinces and 348 communes.
One of South America’s most prosperous nations, Chile has had a fairly stable economy. With a wealth of mineral resources, copper mining alone accounts for 20% of Chilean GDP and Chile produces one third of the world’s copper. Although not such a significant economic sector, Chilean agriculture is directed towards high value fruits and vegetables for export including beef, poultry, grapes, asparagus cherries and wine. Due to the dramatic topography of the country, arable land constitutes less than 3% of the territory. The finance and service sectors are expanding and tourism is a growing focus for the economy.
Over 89% of Chile’s people live in urban areas, with 40% living in and around Santiago. A diverse population, Chile is home to immigrants from all over Europe and other parts of the world, including a number of Latin American countries.
A rich culture driven by Andean heritage and European migrants, Chile is home to an array of influences. Architecture is strongly influenced by Spanish, English and French settlers as well as German migrants in the south, responsible for the Bavarian styles of architecture and food. Long considered a country of poets, Chile has a strong literary heritage. Traditional music styles and folklore continue still. Chile’s music scene is vibrant and varied. The national sport is soccer.
On the world stage, Chile is a member of the United Nations, OECD and the Pacific Alliance.

Product details

	Consumer Profiles for Chile
	Administrative	Postcode	Small Area
Available
Region Type	Comunas
Number of Regions	345
Average Population/Region	53,000

Consumer classifications

For each region type available, Consumer Profiles for Chile data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon for a description of each classification.

Type A - High earning urban professionals

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.

Type B - Comfortably off empty nesters

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.

Type C - Modern and pragmatic over-50s

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.

Type D - Well informed modern consumers

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.

Type E - Affluent highly educated urban families

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.

Type F - Security-conscious seniors

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.

Type G - Lower / middle class socialisers

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.

Type H - Younger lower and middle class consumers

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.

Type I - Modern younger families

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.

Type J - Low-income younger consumers

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.

Looking beyond Chile? Consumer Profiles is available in a wide range of countries…

Other Countries

Data formats & delivery

Consumer Profiles for Chile 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.

Europa Data Vault

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Duncan Hill

+44 (0)1932 64 55 60
dhill@europa.uk.com

Warren Vick

+44 (0)1932 64 55 50
wvick@europa.uk.com

Consumer Profiles
for Chile

Consumer Profiles
for Chile