WPP’s programmatic company, Xaxis, has created an infographic identifying the seven types of shoppers this Christmas.
Working in partnership with an established Kantar online panel, over 2,400 individual surveys were conducted across EMEA.
The surveys asked 23 specific questions focused on holiday celebrations, purchase and research behaviour for presents, budget for the celebrations and the preferred goods for giving.
Respondent level data was then evaluated and statistically relevant segments built matching against holiday shoppers. Seed segments were then uploaded into Turbine, Xaxis’ Data Management Platform, for modelling – adjusted for reach in line with the market distribution.
The findings reveal the main groupings of shopper types – when they are likely to do the majority of their shopping. It also reveals differences between nations in what gifts are most popular.
View the infographic below:
