2020 Global Consumer Types: Who Is the Digital Enthusiast?

Best ways to target the Digital Enthusiast

• Easy-to-use online interfaces to promote quick online shopping and price comparisons
• Convenient customer service during the path to purchase to minimise time spent shopping and facilitate a quick purchase, especially on impulse buys
• Collaborations with tailored virtual and online experiences
• Clearly mark promotional items, low prices and discounted items — especially on usual and essential purchases

Impact of Coronavirus (COVID-19) on the Digital Enthusiast

The Digital Enthusiast is likely to increase their frugal behaviour in the wake of COVID-19, continuing to seek low prices and save money in a time of economic uncertainty. They are also likely to stock-pile essential products and be swayed by discounted bulk offers.

Since the Digital Enthusiast is already extremely comfortable using technology and participating in virtual experiences, these behaviours are likely to increase even more as new platforms and ways to engage online are created as a result of COVID-19.

Why segment consumers by type?

Grouping consumers solely by demographics when looking at their buying behaviour and purchase decision-making can give a skewed view of their daily habits and long-term lifestyle choices. Instead, Euromonitor International’s annual Consumer Types analysis looks beyond standard demographics and profiles distinct personality-driven consumer types at both the global and country level.

Changes in attitudes and habits can be tracked through our Consumer Types Series year-on-year, giving valuable insight into what consumers want and need, even distinguishing among those in the same demographic group.

To find out more on our 2020 global Consumer Types, download our free webinar here.