Are you an eager extravert or walled warrior?
Not all consumers are created equal. Our attitudes towards privacy classify us into five defined groups of consumers.
In this brave new world of sharing, some of us are definitely more comfortable than others when it comes to disclosing personal data. In their recent study called The Truth About Privacy, McCann Worldgroup takes a closer look at consumers around the world and classifies them into five distinct categories. So who’s who? Savvy Shoppers account for 37% of the global population and are willing to engage with businesses as long as they offer safeguards like security certificates and incentives like discounts. Next up are the Eager Extroverts, who account for 15%. These folks love mobility, sharing and social media, yet their level of openness makes them concerned about their online reputation. Sunny Sharers are an optimistic bunch that make up 20% of the population. They focus on the positive outcomes associated with sharing data and are happy to connect and engage in order to get the best consumer experience possible. Cautious Communicators account for 9% globally and are defined by their aversion to messages, mailings, special offers and frequent contact. Last but not least are the Walled Warriors who account for 19%. Although this group expresses a mistrust of businesses, they are not resistant to receiving messages and offers via email as long as their personal data collection is minimal and won’t be shared with third parties. “Canadians in general are more careful when it comes to online shopping. In fact, Canadians are half as likely to shop online, compared to Americans. Therefore are more Cautious Communicators and Walled Warriors in Canada.,” says Alain Tardy, Vice-President of Media, at Marketel. Being aware of these consumer segments is valuable in helping marketers understand how to channel their messages through the appropriate mediums. What type of consumer are you?
In this brave new world of sharing, some of us are definitely more comfortable than others when it comes to disclosing personal data. In their recent study called The Truth About Privacy, McCann Worldgroup takes a closer look at consumers around the world and classifies them into five distinct categories. So who’s who? Savvy Shoppers account for 37% of the global population and are willing to engage with businesses as long as they offer safeguards like security certificates and incentives like discounts. Next up are the Eager Extroverts, who account for 15%. These folks love mobility, sharing and social media, yet their level of openness makes them concerned about their online reputation. Sunny Sharers are an optimistic bunch that make up 20% of the population. They focus on the positive outcomes associated with sharing data and are happy to connect and engage in order to get the best consumer experience possible. Cautious Communicators account for 9% globally and are defined by their aversion to messages, mailings, special offers and frequent contact. Last but not least are the Walled Warriors who account for 19%. Although this group expresses a mistrust of businesses, they are not resistant to receiving messages and offers via email as long as their personal data collection is minimal and won’t be shared with third parties. “Canadians in general are more careful when it comes to online shopping. In fact, Canadians are half as likely to shop online, compared to Americans. Therefore are more Cautious Communicators and Walled Warriors in Canada.,” says Alain Tardy, Vice-President of Media, at Marketel. Being aware of these consumer segments is valuable in helping marketers understand how to channel their messages through the appropriate mediums. What type of consumer are you?
