Jupiter Pinpoints ‘Most Desirable’ Online Consumers

10 May 2002

A new study from Jupiter Media Metrix identifies the most desirable consumers on the web enabling consumer packaged goods marketers to enhance the efficacy of their website activity and online spend.

Jupiter identified two surfing groups consumer packaged goods (CPG) marketers should target most: Brand Bonders and Brand Loyalists.

Comprising 25% of America’s online population, Brand Bonders are 58% female and tend to be young. Their defining characteristic is that they utilise brands to reflect their individuality.

Such consumers tend to be busy, and many regard the internet as their favourite diversion -– 49% say it has made them better informed of the latest news, the highest total of any group. The net is used by this group for information and to gain advantage – suggesting that websites allowing online bill payment or offering coupons for movies are good ways to reach them.

Making up 21% of US surfers, Brand Loyalists tend to be male (60%) and older (two-thirds are aged over 35). Their chief attribute is that when they find a brand they like, they stick to it.

This segment is hard to reach, says Jupiter, but doing so is worthwhile – they are relatively unconcerned with price and are also the most affluent sector (one-third boasts a household income of over $75,000). Online destinations devoted to sports, brokering or what is euphemistically termed ‘adult content’ are good ways to reach them.

However, categories to avoid are Shopophobes (avoid shopping), Bargain Hunters (always looking for deals) and Skeptics (do not believe in brands).

“CPG manufacturers need to start thinking about the internet as the channel to identify their best, most loyal customers. They can best use their own websites to segment customer sets, not for couponing or information dispersal,” advised Jupiter vp David Card.

“When targeting the Brand Bonders and Brand Loyalists, CPG marketers should spend more of their internet-focused dollars on direct marketing, advertising and sponsorship. While men appear to be slightly more driven to actively make purchases by online ads than women, an online ad has driven over one-third of online women to register at a website in exchange for a coupon or discount.”

Data sourced from: Daily Research News Online; Jupiter Media Metrix; additional content by WARC staff