When it comes to comparative shopping online — not including automobile shopping — the "Simultaneous Media Survey" from BIGresearch shows that two media-consumption consumer clusters top the list: "Independents" lead with 37%, followed by the "Opportunity Minded" at 19%.
In addition, the following chart demonstrates the online comparative shopping habits of Independent and Opportunity Minded consumers (vs. the "All" category) and what each shops for the most.
"The Independents typically rank lowest overall in their media consumption habits, while Opportunity Minded consumers score much higher," said Joe Pilotta, VP of research for BIGresearch. "However, this new data provides valuable evidence on how to reach the low media consumption group of Independents."
How?
"In reaching low media consumers [such as the Independents], marketers and Internet service providers should consider online information as a key investment in creating media campaigns with the best ROI," said Mr. Pilotta.
According to the analysts at BIGresearch, an understanding of the clusters, as well as the behavior behind them, can lead marketers to select different than expected media plans. For example, a travel client might want to rethink a plan that relies heavily on TV — no matter how targeted or efficient — and focus on online and promotional media.
For more information on how to affect online shopping behavior, read eMarketer's E-Mail and Word-of-Mouth: Connect with Your Best Customers report.