Kantar recently released a report looking at their FMCG Shopper segmentation, based on TGI data. These shopper segments collectively account for half of the adult population so naturally I was interested in seeing which segments could be most efficiently reached by Out of Home advertising.

Running the segments against media neutral quintiles (a handy shortcut for spotting the most efficient media for reaching a target audience), and looking at the highest quintile (the 20% of the target audience who consume that medium most), it is clear that three of the seven shopper segments are much more likely to see and respond to Out of Home (OOH) advertising. That’s not to say the remaining segments are ‘weak’ – they’re just not as strong, within the highest quintile.

So who are they?                                                                                                                                   

The largest group are Quality Crusaders - shoppers driven by superior quality, who are happy to pay a premium for it. They skew towards social grade AB and being 45-54 years of age. There are approximately seven million of them in Great Britain.

Then we have the Promiscuous Purchasers - bargain hunters with large brand repertoires. They skew female, mid-30s and have kids who are of school-age. There are about 2.5 million Promiscuous Purchasers in Great Britain.

Last but not least, there are the Conscious Connoisseurs, who are interested in and knowledgeable about food. They pay attention to food professionals, word of mouth, and read ingredients and labels. They skew towards social grade AB, tend to be 25-34 year old females and there are about 1.8 million of these Conscious Connoisseurs in Great Britain.

Looking at the OOH formats they see, it is a real mix. Conscious Connoisseurs index* high for seeing advertising outside and on the roof of taxis- they are 114% more likely to notice this type of OOH advertising, that’s more than twice as likely as the average main shopper in the household. Quality Crusaders index well for airports (111), motorway service stations (110) and roadside (114). Promiscuous Purchasers see OOH in shopping malls (186), railways stations/platforms (182) and underground stations/platforms (164).

Their responses to OOH advertising are also diverse. Quality Crusaders purchase online (111) and in-store (107). Promiscuous Purchasers are more likely to follow up on a Facebook brand page (159) or talk to friends about the brand or product (155). Conscious Connoisseurs will take a picture of OOH creative (193) and then buy online (172). OOH sparks a range of response mechanisms.

I’ve done a lot of summarising here – for more detailed data such as splits by Classic and Digital OOH and immediate responses to OOH advertising versus responding later, have a look at the deck here.  

With a sense of increasing uncertainty (not to mention inflation!) as we edge towards Brexit, knowledge of FMCG shopper behaviours remains as important as ever.

* “Index” shows by how much more (or less!) the shopper segment differs from the average shopper in terms of behaviour. So an index of 100 = the average shopper, an index 150 = 50% more likely than the average shopper, an index of 50 = half as likely as the average shopper, and index of 200 = twice as likely as the average shopper.

Source: GB TGI Clickstream 2016 Q4 (July 2015 - June 2016)  - with Mobile - Pop