It’s harder to come up with a list of things you can’t
buy on the
internet than it is to think of the myriad things that are available for
However, reaching digital shoppers remains a challenge for many retailers
and marketing pros.
To help clients better understand the people to whom they’re marketing,
Havas Worldwide divided shoppers into four categories:
These people stick with face-to-face purchasing. They don’t use the
internet for shopping, either because they can’t or because they choose not
They regard social media as a separate place that they access from their
home or work computers. They shop around and purchase online, and might
read reviews or print out coupons for use in stores. However, they don’t
use a mobile device while shopping, except to make a phone call.
These consumers go online wherever and whenever they feel like it. They are
open to new technologies and explore what’s possible. For them, the
internet is intriguing and an adventure.
They blend online and offline activities throughout their lives without
making a conscious distinction between them. Shopping online is part of how
Each of these archetypes requires a different approach to online marketing.
For instance, 80 percent of digitally dissociated consumers worry about how
safe their information is online.
Fifty eight percent of the digitally divided will go to a store to check
out a product before buying it online, and the digitally experimental tend
to trust peer reviews over expert reviews—especially in the 18-34 age
group, where two-thirds are more interested in their peers’ opinions.
More than a third of digitally integrated consumers are comfortable
shopping via mobile device—the highest of any group.
Learn more about these types and how to reach them in the infographic