70% of “researcher” consumers rely on reviews before buying

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2019, 2:18 AM UTC

Kantar’s US Monitor conducted an attitudinal segmentation study.  

According to Casey Ferrell, vice president and head of Kantar’s US Monitor, influencer marketing has peaked, and has started to “run its course”. He says that Gen Z find the Instagram aesthetic fake and are interested in micro or nano-influencers, as they want to know what “real” people think before buying.

Based on Kantar’s profiling of consumer approaches, “utilitarians”, accounting for 35% of consumers mainly made up of Boomers (followed by millennials and Gen X), value consistency and repetition. “Explorers” are mostly millennials and account for 20% of overall shoppers, and treat shopping as a social event or hobby.

“Researchers” (16%) have the largest percentage of millennials and are pragmatic shoppers and “influencer-averse”. The report added that marketers should curtail their overreliance on millennials and find growth opportunities among Boomers and Gen X.

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