Study: Americans Fall Into One Of 6 “Deal Personas”

Deals-shutterstock-imageExperian is out with a study of “deal personas.” It seeks to measure how different consumer groups identify themselves and their interest in offers and discounts. The data are drawn from the “Spring 2013 Simmons National Consumer Study, a comprehensive survey of 24,374 US adults.”

Experian says these data can be projected to the entire US population. If that’s true, then every adult in the US would fall into one of six primary deal orientation categories according to the study.

Among the total US adult population, 42 percent of people are totally or largely impervious to deals while the remaining 58 percent can be influenced to varying degrees by the availability of promotions. Here are the categories:

  • Deal-seeker influentials — 18 percent: they aggressively seek deals everywhere
  • Offline deal seekers — 13 percent: they use traditional media more than digital to find deals
  • Deal thrillers — 14 percent: they love deals but mostly from preferred retailers and stores
  • Deal takers — 12 percent: passive deal responders; they’ll accept deals where they appear and may change their behavior in response to offers
  • Deal indifferents — 34 percent: this group is unlikely to respond to deals
  • Deal rejectors: — 8 percent: positively deal phobicDeal personas Experian

Below is a ranking of several shopping variables or considerations for each deal persona and their relative importance to each group:

Deal personas

What’s most interesting here is the consistency across groups: price and service rank lower than store environment and brands, which are the most important factors for all groups.

The report drills down and discusses each category and a few implications for marketers. Obviously, the big takeaway is: from an ad creative (or email marketing) standpoint, retailers and brands should segment their promotions and messaging and shouldn’t (or don’t need to) take a one size fits all approach.

Related Topics: Channel: Retail | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!