It is estimated that there are now over 3 billion people worldwide who now have access to the internet. Although this represents huge potential audiences for online retailers, how do you make sure your content is seen by the right people in the right place? The importance of segmenting your content based on the intended recipient has never been greater.
The best brands deeply understand their own ideal customers so that they can improve their targeting and prioritise spend. Taking a more nuanced approach to segmentation paints a clearer picture of your most valuable audiences.
A look into Adidas’ (US) Audience
Demographics are the bread and butter of audience segmentation, but are often oversimplified. Layering multiple demographics can uncover nuances about your customers that can completely change your targeting approach.
For example, as you see from below, both men and women are equally likely to buy Adidas footwear. However, when you break this audience down by gender and age, it uncovers several key distinctions. Younger men are more likely to buy Adidas shoes, while younger women are actually 19% less likely. Women aged 35 – 44 are the most likely buyers, by far. How might this reshape the Adidas marketing strategy?
Want to learn how to master audience segmentation? Download our full Audience Report here.
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This data is based on US panel data of shoppers who purchased Adidas footwear, pulled in AudienceView over 4 weeks ending 12/31/2016.