Over the last few months, Experian has released new syndicated audiences to most major platforms supporting retail and travel. In this blog post, we’ll highlight some of these new audiences and how they can be used with other data from Experian to build the perfect audience to reach your customers and prospects.
Household Expenditure audiences
We’ve created new predictive audiences to help retailers reach consumers across 35 categories likely to spend within that category. A few categories include Apparel, DIY, Health, and more.
With the launch of these new audiences, we will retire our existing Household Consumer Expenditure, Online and Retail category audiences in the November Digital Master update.
Who these audiences are for
Our Household Expenditure audiences use data from multiple sources, providing brands with highly accurate purchase predictions and data that scales for digital execution. Household Expenditure audiences are an excellent solution for brands with new product lines or where targeting based on historical purchases lack signal brands seek.
Building data from multiple data sources helps ensure high performance and accuracy and can illuminate trends in consumer shopping patterns. These trends can be used to help predict future shopping behaviors.
How to refine our Household Expenditure audiences
To refine your audience, you can combine this data with Experian’s demographic and household expenditure audiences to ensure you are reaching consumers. For example, suppose you’re an apparel brand launching a new line aimed toward women over the age of 40. In that case, you can use Experian’s demographic data to reach those women and layer in ourhousehold expenditure purchase predictor segment for women’s apparel to reach their new target audience.
Mobile Location audiences
We’ve expanded our location database to include more locations and points of interest. With this new data, we could strengthen our existing mobile location audiences to broaden the reach, improve accuracy, and increase performance.
We’ve created 11 new mobile location audiences with our new dataset that supports the retail and travel verticals. These new audiences include new shopping behaviors, including high-income and high-end shoppers and travel and entertainment behaviors, including visiting sporting arenas like MLB, NBA, NFL, and university stadiums.
Who these audiences are for
These audiences are for brands that want to reach consumers based on their location behaviors. Often valid for retail, travel, and entertainment brands, Mobile Location audiences provide brands with highly accurate data that shows previous intent and interest in critical locations.
How to refine our Mobile Location audiences
To refine your audience, you can combine your Mobile Location audience with Lifestyle and Interest data. For example, if you are creating an advertising campaign for a hotel near a university stadium for the largest game in the season, you could combine university stadium visitors with sports enthusiasts and in-market for travel to find consumers most likely to be interested in your campaign and staying at the hotel.
Purchase-Based Transaction audiences
For use cases where predictive audiences aren’t the best fit to reach the right consumer, such as targeting consumer’s historical purchases, we’ve created new purchase-based transaction audiences that utilize opt-in consumer transaction data across 29 retail categories, including apparel, home, lifestyle, health, food and beverage, and more.
Who these audiences are for
These audiences are a perfect fit for brands trying to reach consumers based on previous purchases. These audiences can be broken out by their spending patterns – frequency of purchase and high spenders – and their response to advertising, including direct mail, email, inserts, and digital.
How to refine our Purchase-Based Transaction audiences
Combine these new audiences with Mosaic to fine-tune your audience based on their purchasing and lifestyle patterns.
Suppose you are a brand with a new line of home décor products launching and will utilize influencers to endorse your product line. In that case, you can use Experian’s purchase-based transaction audiences for high spenders in home décor and layer our Mosaic audience Influenced by Influencers to find consumers who are most likely to purchase and trust an influencer.
We can help you discover and activate your perfect audience
Our audiences are available in most major data and execution platforms. Visit our partner page for more information.
Don’t see our audiences on your platform of choice? We can help you build and activate an Experian audience on the platform of your choice.
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Coffee drinkers in America Coffee plays such an integral part of every day life in America that it may be safe to say that coffee helps the United States go round. In fact, fully 60% of all U.S. households use either whole or ground coffee beans at home. Experian Simmons extensively reviewed the American coffee drinker for this report which features detailed insights into the coffee-drinking American. In addition, we compare the patrons of Dunkin’ Donuts and Starbucks, the leading players in the battle for brew. Coffee in the Home The average U.S. household that uses whole or ground coffee consumes 4.2 cups per day. In total that’s about 280.5 million cups of coffee consumed at home by Americans each day or about 102 billion cups per year. Among households that use coffee, 89% stock regular coffee and 46% stock decaf.* Among households that use coffee, 84% use pre-ground coffee and 26% use whole bean coffee at least some of the time.* Instant Flavored Coffee Over a quarter of households (27%) stock instant coffee. Sixteen percent of households use instant flavored coffee. The most commonly used flavors among instant flavored coffee drinkers are: Older Americans More Likely to Drink Coffee Fifty-seven percent of adults ages 18-24 live in households that use coffee, but 25 to 34 year olds are the least likely to stock coffee in their cupboards with only 54% reporting they use whole or ground bean coffee at home. Coffee Use Increases with Household Income Seventy percent of Americans who report annual household incomes of $150,000+ drink coffee compared with 54% of those with household income less than $25,000. Dunkin' Donuts Vs. Starbucks Dunkin' Donuts 11% of American adults go to DD Between 9.15.08 and 9.15.09 the share of DD customers who go there 6+ times a month is up 11%* DD consumers are 41% more likely than the average adult to be registered Independents and 9% less likely to be registered Republicans Starbucks 13% of American adults go to Starbucks Between 9.15.08 and 9.15.09 the share of Starbucks customers who go there 6+ times a month is down 22% Starbucks consumers are 11% more likely to be registered Independents and 11% more likely to be registered Republicans Coffee Drinkers Are Coffee Drinkers A majority of coffee-drinking Americans are loyal to their franchise. However, there are a considerable number of Dunkin’ Donuts and Starbucks consumers who jump between coffee houses. How Often Americans Order Their Coffee The majority of both Dunkin’ Donuts and Starbucks customers visit each chain between one and five times in a typical month. Learn more about Simmons consumer research and studies.
Two-thirds of U.S. Households Use Coupons Two-thirds of American households (67%) use coupons. And while the vast majority of households using coupons (87%) say they use them to save money, 30% also say that coupons are a way for them to try out new products. Newspapers are still the number one coupon source with 70% of coupon households still getting their coupons from a newspaper. The Internet is growing as a coupon source. A quarter of coupon households get coupons online today, up 46% in the last three years. What Americans Buy With Their coupons Nearly half of all American households use coupons to buy food/grocery products making them the most common items purchased with coupons followed by cleaning products and beauty/grooming products. Seven percent of households buy tobacco using coupons. Where Are Coupons Redeemed? Given that half of U.S. households use coupons for food/grocery products, it’s no surprise that 60% of all households redeem coupons in supermarket, grocery or convenient stores. While only a quarter of all households use coupons at restaurants/fast food chains, that number has risen by 9% since 2006, when 23% of households redeemed coupons at restaurants. Coupons Attract New Consumers With the start of the holiday shopping season around the corner retailers want to make sure consumers visit their store and/or website. One way to drive consumer traffic is with coupons. Close to 50 percent of American adults say they are likely to be drawn to a store they don’t normally shop at by a coupon. The Experian Simmons retail shopping segment known as Mall Maniacs make up just 12% of all shoppers, but that group is 82% more likely to be drawn to a new store by a coupon. Percentage of U.S. Adult Population by Shopping Segment Mall Maniacs and Status Strivers are 66% and 26% more likely, respectively, to appreciate getting emails that announce new products and services. Identifying these consumers is key to maximize online marketing dollars. Additionally, with more and more consumers shopping online, companies should ensure that coupons are redeemable both online and in-stores.
Definition of an NHL and Non-NHL fan The behaviors and preferences of National Hockey League (NHL) and non-NHL fans are compared in this report. Below are the definitions of each consumer type: NHL fans are 18+ adults who are either “very”, “somewhat”, or “a little bit” interested in NHL Non-NHL fans are 18+ adults who are “not at all” interested in NHL Who Are NHL Fans? Compared to 2006, there are 11 percent more American adults who are NHL fans*. And with 52 percent of its fans under the age of 45, the NHL’s fan base is – for the most part – young. NHL Fans Are Educated and Well Paid NHL fans are more likely than non-NHL fans to have graduated college and attained a graduate degree. The benefits of their higher education is clear as NHL fans are 64 percent more likely than non-NHL fans to personally earn an income of $150,000 or more annually. Next we’ll examine a few luxuries NHL fans enjoy: home-ownership, watches, and vehicles. Home Owners Seventy-seven percent of NHL fans own their place of residence. The graph below charts the percentage of NHL and non-NHL fans who own any resident type (includes house, condominium, co-op and mobile home). As illustrated, there are more NHL fans than non-fans who own homes that value at $300,000 or more. Watches Twenty-six percent of NHL fans purchased a watch for themselves or someone else in the last 12 months and their tastes are not cheap. NHL fans are 2.6 times more likely than non-fans to have spent $500 or more on a timepiece. Vehicles Similar to their watch purchasing behavior, NHL fans are willing to splurge on their vehicles. For their most recent vehicle purchase, NHL fans were 13 percent more likely than non-NHL fans to spend over $30,000. Internet Purchases NHL fans spend big online. During the last 12 months, NHL fans spent a total $9.9 billion on Internet purchases. Among those who made a purchase in the last year, NHL fans are 25 percent more likely than non-NHL fans to spend $1,000 or more online during the year. In fact, 41 percent of NHL fans who shop the Internet spend at least $500 online a year. Business Purchase Decision Makers The previous slides established that NHL fans have expensive taste and aren’t troubled spending extra to purchase personal items. However, can the same be said for business-related purchases? Indeed it can. Not only are there more NHL fans than non-fans making business purchase decisions, they’re also 54 percent more likely than non-fans to spend $100,000 or more on office products. Conclusion The National Hockey League has a growing fan base that doesn’t mind spending extra for products and services.