The four most important target groups in 2016
CONSUMER In the past, marital status, employment, and place of residence were considered criteria for target audience selection; today, insights into media usage and consumer behavior enable a much deeper understanding of target audiences. In its global Consumer Barometer study for Google, TNS Infratest has identified four new target groups that marketing professionals absolutely must be familiar with in 2016.The "digital mom"
Today's generation of mothers is successfully bridging the gap between fashion-conscious woman and caring mother. The "digital moms" are a well-informed and closely networked group. They do above-average research before every purchase. They buy everything they need for themselves and their family online, from clothes and shoes to home electronics and food. This group is also active online themselves - 75% of "digital moms" create content online at least once a month, for example for a blog.The how-to-video userWorldwide, two thirds of all internet users watch online videos at least once a week, including on YouTube. Of these, a tenth watch DIY or how-to videos. These how-to-video users are more active online than average. 60% of them are on YouTube every day. A thirst for knowledge and an interest in buying often go hand in hand. More than half watch online videos to learn something new, and one in three search YouTube for information on products they want to buy.The Millennial
Around 90% of 16 to 34-year-olds are online every day. The smartphone is always with them. Three out of four millennials go online at least as often on their mobile device as on their PC. 40%, more than twice as many as users over the age of 35, have used their smartphone to research their latest purchases.The brand ambassadorOne in three online users worldwide belong to this target group, which is active and extroverted on the internet. Half of all brand advocates comment on or like posts and blog articles every day, 40 percent share content or links with others. In order to reach brand ambassadors exactly when they make a purchase decision, companies must have mobile-optimized websites. This is because a third of brand ambassadors use smartphones to find out about products directly before making a purchase. For the study, 400,000 online users from 56 countries around the world were surveyed.
