GfK MRI measures product usage and purchase behavior for over 6,000 brands in 550 categories. Below are just a few examples of the consumer insights available from this enormous databank.
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Price Important To Grocery Store Loyalty Card Holders
A third (33.8%) of principal shoppers has used grocery store loyalty cards in the past 30 days. These shoppers tend to be higher educated and more affluent. They are also heavier coupon users despite having higher incomes.
While grocery store loyalty card holders are just as likely as total principal shoppers to agree that price is very important, they are not looking for just any bargain; they are using coupons wisely. These card holders are 12% more likely to use coupons on items they typically buy, as compared to total principal shoppers.
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iTunes Is The Preferred Music Retailer
It’s not surprising that the most popular point-of-sale for music and other audio is iTunes, with one-third of all such purchasers using this venue to buy music at some time in the last six months. Second and third most favored are discount department stores and other Internet/online sites, at 25% and 21% respectively.
Those consumers buying at a brick and mortar discount department store are more likely to be 35-49 year olds or age 50+ while the iTunes or other Internet/online purchaser falls into the 18-34 age group.
In addition, the type of music bought varies significantly depending on the generation of the purchaser. For example, compared to all music buyers, the younger age group prefers rap while 35-49 year olds select 80s pop music and the 50 or older crowd gravitates to light classical.
Source: GfK MRI Survey of the American Consumer, Fall 2009
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"Organic" Consumers Are Also Health-Focused Consumers
More Americans are getting healthy and going organic with 44 million (20%) American adults using organic food in the past 6 months, a 50% increase from 2008. 85% of these organic eaters are more likely to try to eat healthy and pay attention to nutrition. They are also more likely to exercise regularly and cook their own meals.
In addition, people who use organic food tend to experiment with new products as 83% say they are always looking for new ways to live a healthier life, and 79% say they enjoy trying different types of food.
Source: GfK MRI Survey of the American Consumer, Fall 2009
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GPS Suits Consumers' Lifestyles
Portable GPS navigation devices have become an increasingly popular purchase, with ownership now at 23% of adults. The most distinguishing demographic characteristic of owners is income, as those with an individual employment income of $200,000+ are twice as likely to own one, and those with a household income of $200,000 or more index at 171.
These GPS owners are also very apt to own items or pursue activities that may be related to the use of their navigation device, such as ownership of motor homes, ATV/UTV vehicles, campers and bicycles. In addition, it would appear that GPS owners are attracted to a wide variety of other electronic or household gadgets. Products that index more than 50% higher than the U.S. average include the camcorder, espresso/cappuccino maker, electric coffee grinder and all-in-one printer with copier, fax and scanner.
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Like Adults, Kids Spend Their Money In Various Ways
For children 6-11 years old the three primary sources of income are:
At 53%, the top category in which kids spend most of their own money is food and beverages, including snacks and candy. However, other categories include:
- Toys and games (31%), with 6-7 year olds indexing the highest
- Video games (22%), with boys far outpacing girls
- Clothes (14%), with girls, especially 10-11 year olds, indexing very highly
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Hotel Rewards Programs Attract Brand-Loyal Consumers
Hotel rewards program members travel frequently and talk a lot about it: members are three times as likely to be Vacation Travel Influentials as the average American.
Nearly half of these program members fall into the “I’m My Own Travel Agent” segment. This segment is made up of consumers who prefer making their own travel plans on the Internet to seeking the advice of a travel agent.
62% of hotel rewards program members are employed full time, and they are more passionate about their jobs than the average American.
Finally, hotel rewards program members are more likely than the average American to be loyal customers.