ILSEPEETERS

ResearchManager

de Persgroep Publishing

A NEW CONSUMER?

The New Consumer

A collaboration of

SURVEY

Understand, forecast and explain changing consumption behavior

Detect attitudes driving change

Define segments leading the change

Fieldwork period: March 2014

N = 2.035 :18 – 70 years old, representative for the Belgian population

Retail (food)MobileEnergy/homeFinance

75% of household

budget

20%

17%

8%

22%10%

10%

14%

FOCUS ON 4 SECTORS

THE NEW CONSUMER IS SELF-RELIANT, POSITIVE AND IN CONTROL

56% is constantly looking

for new and better

solutions

Segmentation by professor Gino Verleye (UGent)

6 ‘NEW CONSUMER’ SEGMENTS

18-34

35-54

55+

Looking for solutions

Each in their own way

Based on their own situation,motivation and lifestage

1 2

3 4

5 6

Research

Desperate youthLow income or unemployedLive @ homeLess media, except social media

DisillusionedNo influencers

18-34 years old

19% of the total population

‘HAVE NOTS’

1

Change makersStudents & entrepreneursBig citiesVery active & broad media users

CuriousYoung pragmaticsFeeling good = doing good

18-34 years old

15% of the total population

‘CONSUMER OF TOMORROW’

2

Tech savvyDual earnersTV + Smartphone/tablet

In controlThey can beat the marketSerial loyal and rational cost saving

35-54 years old

15% of the total population

THEY ARE IN CONTROL

3

Single mums, studentsWomen magazines

Victims of economical crisisPragmatic out of necessityChange and share out of necessity

35-54 years old

19% of the total population

MOST AFFECTED BY THE ECONOMICAL CRISIS

4

Financial orientationNewspaper, TV (traditional media)

Group purchases, alternative fundingInspired for new opportunities by current contextDrive financial change

55-64 years old

16% of the total population

ARE INSPIRED BY NEW POSSIBILITIES

5

Radio, magazines, news websitesNew quality shopper (local, ethic)

Group purchasesNew ideologists: critical consumersDrive food changing consumption

55 + years old

16% of the total population

THE NEW QUALITY SHOPPERS

6

WHAT DRIVES THE NEW CONSUMER?based on 4 sectors

Top 5 concerns

26%

38%

39%

54%

64%Keeping energy cost under control

Invest to reduce costs permanently

Compare suppliers and switch

Use technology and smart devices

Transparency/insights into consumption

1

2

3

4

5

65% finds it normal to compare costs and to choose

the cheapest energy supplier

46% uses green energy

32% is planning to

ENERGY/HOME

49% is planning to buy an ecological car

18% did this already

Planning Already

Top 5 concerns

35%

41%

43%

45%

58%Reduce transport costs

Reduce time spent in traffic

Buy more energy-efficient cars

Flexible office hours and work@home

Make more use of public transport

1

2

3

4

5

MOBILE

Top 5 concerns

25%

37%

48%

49%

63%Pay attention to price and spendings

Save money through personalized promotions

Efficient shopping, reduce time

Buy more retailer brands, private labels

Pay attention to the origin of products

1

2

3

4

5

73% compares product prices

77% finds it interesting if stores would be open 24/7

60% is interested in onlineaccess to recipes and

promotions in the store

RETAIL

Top 5 concerns

32%

36%

40%

42%

47%Pay attention to costs of banking

Transparancy about my money

Reduce the number of intermediairies

Demand guaranties on safety and control

Personal and direct service

1

2

3

4

5

71% is interested in apps that allow you to manage and control your

finances

81% is interested in an independent online tool to compare

banks

FINANCE

HOW TO REACH THE NEW CONSUMER?

Based on regular media use (sel idx)

GLOBAL MEDIA USE

Based on sel idx

PREFERRED NEWS CARRIERS

Source: Dailymetrie 2014

DIFFERENT CARRIERS OF

Readers of Het Laatste Nieuws are constantly

looking for the best price/quality ratio

Senior Savers & Fixers

SiB

NewCityzens

Passives

NextGen

Fixers

SeniorSavers

More than average they compare pricesand packaging (77%)

If they find a better price/quality ratio, they wont hesitate to go for it (72%)

They will not hesitate to switch banks (sel ind 122) and they pay attention to the cost of banking

€

Readers of De Morgen (paper, website and magazine) are aware of their ecological footprint

They influence others by their behaviouror make others aware of new products(Sel. ind. 124)

Aware of social, economic and cultural trends (Sel.ind. 136)

Passives

Fixers

SiB

NewCityzens

SeniorSavers

NextGen

Most critical and conscious consumers

NextGen

They are digital “connected”, that’swhy they have access to information all the time.This helps them to make the right decisions. They have a strong feeling of independency and

control.

1 in 2 will not hesitate to switch banks

They compare prices all the time and are looking for better solutions. 51% is willing to pay more for better quality.

Fixers

€

SiB

NextGen

NewCityzens

Passives

SeniorSavers

Fixers

Surfers of HLN.be see themselves as clever

consumers

Dag Allemaal readers think coupons or samples are a nice extra

1out of 2 searches actively for ways to domore with the same budget, it’s about sharing, purchasing in group, online purchases,…

53% is still up to pay for quality

New CitizensSiB

NextGen

Fixers

Passives

SeniorSavers

NewCityzens

They manage their budget in a creative way

Not so to save money, but to have certitudeabout the origin and composition of the productsthey buy.

53% buys more fair-trade and ethicalproducts (Sel. ind. 161)

6 out of 10 eat less or no meat (sel. ind. 136)

They buy organic products and health food (sel. Ind. 230)

Small is beautifulFixers

Passives

SeniorSavers

NewCityzens

NextGen

SiB

Goed Gevoel readers are mindful consumers

Price-Quality

Comfort

Eco/Ethic

Transparancy

NEW CONSUMER TRENDS

Sharing

A new definition of QUALITY

A new definition of QUALITY

A new definition of COMFORT

A new definition of COMFORT

A new definition of ECO/ETHICS

A new definition of ECO/ETHICS

A new definition of TRANSPARENCY

A new definition of SHARING