Global Consumer Types: The Digital Enthusiast

Grouping consumers solely by demographics while 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 Series looks beyond standard demographics. We’ve profiled 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 you valuable insight on what consumers want and need, even distinguishing among those in the same demographic group.

Best ways to target the Digital Enthusiast

Digital Enthusiasts seek to incorporate technology in all areas of their life, frequently seeking online experiences to real ones. They are unlikely to invest in their personal image or spend money on the latest trends unless they are technology-related. Digital Enthusiasts are highly likely to be willing to spend money on technology. However, they are quite frugal when it comes to other areas of their life.

Digital Enthusiasts are unlikely to be interested in well-known brands or high-quality products when it comes to their day-to-day needs and shopping behaviour. Instead they are much more likely to focus on low prices and saving money.

Though Digital Enthusiasts live much of their lives online, they still enjoy browsing stores. Brands and companies that can create a seamless online and offline shopping experience through a combination of in-store experiences and social media campaigns are likely to resonate with this consumer type.

For additional insights on each of our 10 global consumer types and how to influence their purchase decisions, download 2019 Survey Results Using Consumer Types to Understand the Path to Purchase.