It’s almost the start of a new year, so it’s time to plan your 2025 marketing strategy. One-third of U.S. adults planned to make a New Year’s resolution in 2024, with adults under 30 being the most likely to do so. From living healthier lifestyles to traveling more often, there is an opportunity to capture customers with well-targeted messaging. But how do you know which audiences are most interested in these goals?
In this blog post, we’ll reveal audience segments designed for you to reach the most relevant shoppers for your New Year’s resolutions campaigns according to shoppers’ goals and resolution categories. You can find the complete audience segment name in the appendix.
Start the year strong with Experian’s audience insights
With the New Year almost upon us, it’s the perfect time for a fresh start. Utilize Experian’s syndicated audiences to ensure your marketing messages resonate with your ideal customers.
- 2,400+ syndicated audiences powered by marketing data ranked #1 in accuracy by Truthset offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes.
- Our audiences span 15 data categories including auto, retail purchases, lifestyles and interests, financial, and travel.
- Audiences are available on-the-shelf on 30+ major ad platforms, including TV, social, and programmatic, or distribute them to 200+ media platforms.
Five New Year’s resolution audience categories to embrace this new year
There are many different types of New Year’s Resolutions that people set come January 1st. Here are five common New Year’s Resolutions:
- Healthy habits
- Get organized
- Explore new experiences
- Live life to the fullest
- New Year’s budgeteers
Let’s break down each resolution category and which audiences you can use to target consumers based on their New Year’s resolutions.
Healthy habits
A significant portion of consumers set their sights on adopting healthier lifestyles and maintaining newfound habits. Target audiences could include those who have recently purchased gym memberships and are shopping at health stores, demonstrating a commitment to their resolutions.
Here are five audience segments that you can activate to target consumers focused on healthy habits in the new year:
- NEW! New Year’s Health/Fitness/Gym Membership Shoppers
- NEW! Frequent Gym Goers
- Vitamins/Supplements Shoppers
- New Year’s Food/Healthy Food Shoppers
- New Year’s Vitamins/Diet Supplement Shoppers
By strategically targeting these segments, your marketing efforts are more likely to resonate with those determined to make a year of lasting, healthy change.
Get organized
Many consumers pledge to declutter and get organized. One key target audience could consist of those who have recently purchased organizational tools or storage solutions. Additionally, consider reaching out to homeowners or individuals in the midst of a major life change, such as moving or expanding their families, as they often seek ways to simplify and organize their spaces.
Here are seven audience segments that you can activate to target consumers focused on getting organized in the new year:
- NEW! Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers
- NEW! Post Holiday Shoppers
- Household Goods: Frequent Spenders
- Home Improvement/DIY: Frequent Spenders
- Furniture & Home Decor In Store: Frequent Spenders
- Garden & Landscaping Stores: Frequent Spenders
- Hardware & Home Improvement Stores: In Store Frequent Spenders
To expand or reach new audiences, you can layer in purchase predictors to reach those who are likely to spend on home maintenance and improvement products or are expanding their families.
- Home Maintenance and Improvement
Explore new experiences
Many consumers want to embark on a journey of self-improvement by exploring new experiences, whether it’s picking up a new hobby or visiting a place they’ve never been. One primary target audience could be vacation and leisure travelers, as they often seek new destinations and opportunities to make the most of their seasonal getaways. Additionally, sports enthusiasts are always looking to boost their outdoor adventures through fresh experiences and specialized equipment.
Here are six audience segments that you can activate to target consumers focused on exploring new experiences in the new year:
- Play Golf
- Pickleball Enthusiast
- Wilderness Sports and Camping Enthusiasts
- Activities: Camping
- Summer Airline Travel
- Summer Travel: Vacation/Leisure
Live life to the fullest
A considerable number of individuals make resolutions aimed at embracing life to the fullest. One prime target audience includes those who have recently booked travel experiences or adventures, showcasing their commitment to exploring new horizons. Additionally, consider reaching out to individuals who are likely to visit sports stadiums and arenas.
Here are seven audience segments that you can activate to target consumers focused on living life to the fullest in the new year:
- NEW! Budget Savvy Air Travelers
- Air Travel: Frequent Spenders
- Cruises: Frequent Spend
- NFL Stadium Visitors
- Ski Resort Visitors
- Vacation/Leisure Travelers: Weekend Getaways
- Culinary Experience
To expand or reach new audiences, you can layer in purchase predictors to reach consumers who are likely to spend on travel and travel-related products.
- Travel
New Year’s budgeteers
As the new year begins, many consumers are rethinking their finances and seeking smarter ways to spend and save. These audiences are focused on achieving their financial goals by utilizing budgeting tools, finding flexible payment options, and taking control of their debt. With financial wellness top of mind, they are ready to explore solutions that align with their resolution to be more financially savvy.
Here are seven key audience segments that reflect the mindset of consumers eager to make 2024 a year of financial empowerment:
- In market for Buy Now Pay Later
- In market for Mortgage Refinance
- In market for Auto Loan Refinance
- Credit Card High Utilization
- Likely to Transfer Credit Card Balance
- Loyal Rewards Enthusiast, Low Credit Card Balance
- Secure, Savvy Credit User, High Home Equity Balance
We can help you reach consumers in the new year
Connect with consumers pursuing their New Year’s resolutions to kick off 2025.Whether your audience seeks to embrace healthy habits, get organized, explore new experiences, budget their personal finances, or live life to the fullest, Experian Marketing Data provides a solid foundation for targeting, enrichment, and activation
As we get ready for 2025, let the power of Experian’s data-driven insights guide your marketing strategies, helping consumers turn their resolutions into reality.
You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide.
Explore our other seasonal audiences that you can activate today.
Appendix
Here are the complete audience segment names (taxonomy path) for all audience segments discussed in this blog post.
Healthy habits
- NEW! Retail Shoppers: Purchase Based > Seasonal > New Year’s Health/Fitness/Gym Membership Shoppers
- NEW! Retail Shoppers: Purchase Based > Health and Fitness > Frequent Gym Goers
- Retail Shoppers: Purchase Based > Health and Fitness > Vitamins/Supplements: Vitamins/Supplements
- Retail Shoppers: Purchase Based > Seasonal > New Year’s Food/Healthy Food Shoppers
- Retail Shoppers: Purchase Based > Seasonal > New Year’s Vitamins/Diet Supplement Shoppers
Get organized
- NEW! Retail Shoppers: Purchase Based > Home Furnishings > Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers
- NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Post Holiday Shoppers
- Purchase Transactions > Household Goods > Frequent Spenders
- Purchase Transactions > Home Improvement/DIY > Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Furniture & Home Decor In Store: Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Stores: In Store Frequent Spenders
- Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement
Explore new experiences
- Lifestyle and Interests (Affinity) > Activities and Entertainment > Play Golf
- Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Pickleball Enthusiast
- Retail Shoppers: Purchase Based > Outdoor Activities > Wilderness Sports and Camping Enthusiasts
- Travel Intent > Activities > Camping
- Retail Shoppers: Purchase Based > Seasonal > Summer Airline Travel
- Retail Shoppers: Purchase Based > Seasonal > Summer Travel: Vacation/Leisure
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips
Live life to the fullest
- NEW! Retail Shoppers: Purchase Based > Seasonal > Budget Savvy Air Travelers
- Retail Shoppers: Purchase Based > Travel > Air Travel: Frequent Spenders
- Retail Shoppers: Purchase Based > Travel > Cruises: Frequent Spend
- Mobile Location Models > NFL Stadium Visitors
- Mobile Location Models > Ski Resort Visitors
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Weekend Getaways
- Travel Intent > Activities > Culinary Experience
- Purchase Predictors > Shoppers All Channels > Travel
New Year’s budgeteers
- Financial > In Market > Buy Now Pay Later
- Financial FLA Friendly > In Marketing Mortgage Refinance
- Financial FLA Friendly > In Market Auto Loan Refinance
- Financial FLA Friendly > Credit Card High Utilization
- Financial FLA Friendly > Likely to Transfer Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance
- Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance
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Hi, Dana here with an update on my holiday shopping post from before Thanksgiving. Like I thought, I was able to get most of my shopping done that Black Friday weekend. It was all pretty fast and easy, but I did have one not so great experience too. My sister knew I was going to get something for my niece, so when she got an email from Toy World that everything would be 50% off on Black Friday she forwarded it to me to let me know. I was thrilled. I had done some searching for good toys this year and had some ideas. While I normally would shop online, the Toy World coupon said the 50% off was in-store only so I braved the crowds for a good deal. Unfortunately, when I got there I learned that the email was wrong – only select items were 50% off and others were buy one, get one 50% off. I was pretty upset because the hottest toys were the ones excluded from the deal. I came all that way based on the email. I wound up getting a gift, but I could have saved myself the hassle and long lines, especially since I didn’t get a deal that was different from any other day. That was a rough start to the shopping weekend, but, no worries, things improved. I have to tell you about my best shopping experience – I’ve been telling everyone! This year I used Pinterest to see what my mom has had her eye on lately. One of her pins is a food processor and I think that’s a perfect gift for her. I’m a card holder and reward member at Aaron’s department store and I know they carry some really nice kitchen appliances. They also happened to send me great Cyber Monday coupons in the mail – it was perfect timing. I went online on Cyber Monday, used the promo codes from the coupons and not only got great deals, but got free shipping too! How easy was that?! They also sent me shipping notifications so I knew exactly when to expect the package. I am really happy that I got something great for everyone on my list and now have time to enjoy the rest of 2012. I hope you enjoy it too! XOXO, Dana Editor’s note: You can tell that Aaron’s knows Dana. They used their direct mail piece to send her online offers because they know that’s her preferred purchase method. They’ve won her over once again and created a brand advocate. Learn where your company stands in your marketing efforts today, and how you can help move efforts forward to ensure your customers have good experiences like Dana had with Aaron’s, and avoid bad ones like her trip to Toy World.
With the busy holiday marketing season in full swing, Experian Marketing Services has released its online retail round-up for the week ending December 8. The online traffic to the top 500 retail sites increased 5% for the period of December 2 – 8, compared to the same week in 2011. Additionally, Amazon remained the top visited site among retailers, followed by Walmart and Target. The chart below includes the top 10 results: Experian Marketing Services also tracks top product searches. Listed below are the top 5 product searches for the week ending December 8: Uggs iPad mini iPad Beats by dre Ipod touch We will continue to publish weekly retail site data and insights through this holiday season. Please leave us a comment below if you have any specific questions along the way. Learn more about the author, Matt Tatham
Twenty years ago this week, the first mobile text message, or SMS, was sent by British engineer Neil Papworth. Today, Americans are texting more than ever and among young adults, many of whom were not yet born when the first message was sent, texting is almost as common a mobile activity as talking. And why wouldn’t it be? According to the latest Simmons National Consumer Study, 48% of adults ages 18-to-24 say that a conversation via text message is just as meaningful as a telephone call. A similar share of adults ages 25-to-34 feel the same way. Regardless of age, texting is still, technically, the second most common activity that Americans engage in on their cell phone after talking. During a typical week, 95% of mobile adults talk on their mobile phone, while 59% text. Among adults ages 18-to-24, however, 89% talk on their phone and 85% text. Despite the increasing availability of mobile chat or instant message applications, texting remains the dominant means for exchanging short messages. Only 8% of all mobile adults use their phone to IM or chat. The fastest thumbs To get a more in-depth understanding of the texting habits of adults today, we leveraged data from the Simmons Connect mobile panel of 1,485 U.S. smartphone owners. Hands down, young adults text more than any age other age group. During a typical month, in fact, smartphone-owners ages 18-to-24 send 2,022 mobile text messages and receive another 1,831 for a combined total of 3,852 texts sent and received. With every age bracket we move up, the number of mobile texts drops by roughly 40%. For instance, smartphone owners ages 25-to-34 send, on average, 1,110 text messages a month and receive another 1,130 for a combined total of 2,240 messages. We are also able to leverage the Simmons Connect smartphone panel to understand mobile calling behaviors. The data shows that while young adults hold the record for the most text messages sent and received, they actually make and receive few calls, by comparison. During a typical month, smartphone owners ages 18-to-24 make 119 calls on their mobile phone and answer another 64 calls. Adults ages 35-to-44 make and receive the most calls on their mobile phones in a given month. (Call counts do not include inbound and outbound calls that go unanswered.) Text around the clock Unlike television and radio, which have peak hours for reaching consumers, mobile text messages reach Americans throughout the day, providing advertisers with a medium to connect with consumers any time they want or need. No surprise, young adults are the most likely to send and receive mobile text messages throughout the day. The smartphone panel data shows that during every hour between 8:00 A.M. and midnight, more than half of young smartphone owners are both sending and receiving mobile text messages. Even when most of us are asleep, young adults’ smartphones continue buzzing from inbound texts. In fact, 37% of 18-to-24 year-old smartphone owners receive texts at 4:00 in the morning. By comparison, just 20% of smartphone-owners ages 25-to-34 years-old receive texts at this late (or early) hour as do 17% of those 35-to-44, 15% of those 45-to-54 and 10% of those ages 55 and older. Better to send or to receive? During overnight hours, the share of young smartphone owners who send texts surpasses the share who receives them. However, by 8:00 A.M., the difference between those two figures narrows to the point that they are nearly equal. In fact, from noon until 11:00 P.M., young adults are more likely to send mobile text messages than they are to receive them. Call or text? While texting is still a secondary use of mobile phones after calling, that’s not the case all day, especially among young adults. In fact, while smartphone owners ages 18-to-24 are more likely to make an outbound call than they are to send a text from their phone between 7:00 A.M. and 10:00 P.M., they are more likely to send a text between 11:00 P.M. and 6:00 A.M., during hours when they might understandably wake the recipient. That should help us all sleep a little better.