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The 29 customer segments shopping in the UK – where do you fit?

The UK adult population can be split into 29 customer segments – 16 female and 13 male – based on their purchasing habits, behaviours and preferences. Discovering which groups your customers fall into could be the key to stronger relationships and better sales.

Meet Jodie. She’s young, single and living on a budget – but that’s not going to stop her having fun. And Emma. A busy working mum. Her children come first and fashion is somewhere at the bottom of the list but, like Jodie, she’s not immune to a special offer or two. Then there’s Miles, who has the luxury of a high disposable income and prefers a careful, considered purchase to an impulse buy.

Do any of these shoppers sound familiar to you? How about Camilla, or Amir, or Ricky?

All these people show very different attitudes and behaviours in the way they shop. A big part of this is down to how much disposable income they have. Typically, those who can spend more do so on more premium brands and quality products, while others visit cheaper outlets and use more special offers. But attitudes towards money and spending have a big influence too – take Ryan, who consistently spends beyond his means.

Consumer buying habits revealed:

  • Men are 47% more likely to purchase all their clothing and shoes offline
  • Women are 36% more likely to be influenced by social media advertising
  • Women are 76% more likely to use click and collect services
  • It’s official – men are 81% more likely to rush Christmas shopping

The way people shop is as complex as any other aspect of human behaviour. What they buy, where they buy it from, and the channels they use all come down to a huge range of factors. Attitudes to online shopping, for example, or the value placed on appearance, or quality, or ethics.

Why does this matter? Now that people have more choice and more ways to shop, their custom – and their loyalty – is more important than ever. Every interaction you have with your customers is an opportunity to strengthen the connection you have and play to their preferences. So the better you understand them, the stronger your marketing can become.

Every UK adult falls into one of these 29 customer types. Which ones shop with you?

F01 Jessica

Impulsive, fashion-conscious Jessica is likely to be a full-time student. With an average overall spend and household affluence, she favours mid-market brands and can be swayed by a celebrity endorsement or two. Aged 18 to 25.

F02 Francesca

With a high disposable income, urban dweller Francesca indulges her love of fashion with a high spend on shoes, clothes and personal care. She’s drawn to luxury and doesn’t mind paying more for quality. Aged 26 to 35.

F03 Anna

Anna is less interested in her appearance, but likes owning good-quality products and is prone to impulse buying things she doesn’t really need. She’s also the most likely to shop using an app. Aged 26 to 35.

F04 Jodie

Fashionista Jodie’s looking for style on a budget. Special offers will appeal to her, as will celebrity endorsements. Mostly she sticks to more affordable retailers, but she can’t resist an occasional expensive treat or impulse buy. Aged 18 to 25.

F05 Camilla

Affluent urban renter Camilla spends her high disposable income on premium and luxury products. Speed and convenience aren’t that important to her and she’d choose a product or brand with ethical credentials over a special offer. Aged 26 to 35.

F06 Emma

Working mum Emma’s purchases are influenced by her young children. She keeps an eye out for bargains, makes the occasional impulse purchase and likes to splurge on something special, like jewellery. Aged 36 to 45.

F07 Aisha

Aisha lives in the city with her large family, which includes several young children. She’s influenced by celebrities, only buys from the best brands and can’t resist an expensive treat. Aged 26 to 35.

F08 Nadine

Nadine’s currently single but lives with her young child. With a low income, she turns to cheaper high street stores for clothes but will spend more on shoes and personal care. She tends to shop for food and groceries online. Aged 26 to 35.

F09 Shannon

Bargain-hunter Shannon lives in a large household with two children, who have a big influence in what she buys. She spends her low disposable income with more basic retailers and is likely to shop for clothes and shoes online. Aged 36 to 45.

F10 Philippa

Affluent stay-at-home mum Philippa lives in an expensive home and spends a lot on high-end products. She takes great care of her appearance, likes premium brands and will buy some products without looking at the price. Age 36 to 45.

F11 Harriet

Harriet tends to avoid high-street stores and instead shops with local businesses in the small market town where she lives. She prioritises practicality over appearance and will pay more for quality. Aged 46 to 55.

F12 Linda

Homeowner Linda tends to shop offline and buy from cheaper high-street stores, but likes to treat others with lavish gifts at Christmas. She’s one of the groups least likely to engage with a retailer over social media. Aged 56 to 65.

F13 Penelope

Sophisticated Penelope lives in an expensive property and pays a premium for high-quality goods and services. With a focus on fashion and appearance, she regularly indulges in clothes and premium skincare. Aged 56 to 65.

F14 Iris

Iris is an affluent older woman who like to look good. She lives alone and shops offline for everything. She’s likely to be ethically minded when it comes to shopping and doesn’t buy things she doesn’t need or make impulse purchases. Aged 66 and over.

F15 Ethel

Retired Ethel lives in a council or housing association home does all her shopping offline. She doesn’t spend a lot, but when she does good service and offers are more important to her than everyday low prices. Aged 66 and over.

F16 Pat

With a very low disposable income, Pat seeks out special offers and affordable brands to make her money go further. She lives alone in a council or housing association home. Aged 56 to 65.

M01 Oliver

Fashion-conscious Oliver is a full-time student living with his affluent parents. He likes to shop online, favours mid-market brands and premium products and does a lot of his shopping online. Aged 18 to 25.

M02 Giles

Appearance matters to affluent urban-dweller Giles, who uses his high disposable income to look good. He likes fashion and spends his money on premium brands and skincare. Aged 26 to 35.

M03 Tom

Ambitious Tom is doing well in his career and likes to spend his earnings on quality products, including impulse purchases he doesn’t strictly need. He mainly chooses mid-market brands and would be more likely to buy from retailers whose ethics he agrees with. Aged 26 to 35.

M04 Ryan

Despite having a low disposable income, Ryan is spending beyond his means. He buys shoes and clothes online and mainly sticks to affordable brands, but can’t resist a more expensive product or celebrity endorsement. Aged 18 to 25.

M05 Justin

Affluent dad Justin has a successful career. His family come first and his children influence many of his purchasing decisions. He like owning quality products, spends a lot at Christmas time and buys food and groceries online. Aged 36 to 45.

M06 Matthew

With average affluence and two children at home, Matthew balances the need to budget with the urge to consume his favourite brands. He likes mid-market stores and is often tempted by a special offer or celebrity endorsement. Aged 26 to 35.

M07 Amir

Appearance-conscious Amir lives with his large family. A true urbanite, he loves fashion and feel it’s important to take care of yourself and stay looking young. Despite a relatively low spend he favours mid-market brands. Aged 26 to 35.

M08 Ricky

Money is tight for Ricky, who has a low disposable income and three children to help provide for. He makes use of special offers, chooses more basic brands and shops online for clothes and shoes, but can make more impulsive purchases too. Aged 18 to 25.

M09 Miles

Miles uses his high disposable income to buy top quality products. Fashion holds little appeal for him and he rarely buys things on impulse, preferring to take his time and pay extra for the quality brands he admires. Aged 56 to 65.

M10 Geoffrey

Asset-rich Geoffrey appreciates quality. He makes an effort with his appearance, likes luxury brands and premium service and buys expensive gifts at Christmas. Aged 56 to 65.

M11 Shaun

Shaun lives alone and spends his limited budget on basic products from budget retailers. With few indulgences, he goes for price over quality every time. Aged 56 to 65.

M12 Stanley

Retired gent Stanley continues to make an effort with their appearance, though he values comfort over style these days. Of average affluence, he spends little and sticks to affordable high-street stores. Aged 66 and over.

M13 Norman

Also retired, Norman lives alone and, with a limited amount to spend, buys basic products from affordable shops. Like Stanley, he looks after his appearance and chooses comfort over style. Aged 66 and over.

Whether your customer base is made up of Nadines and Shannons or Justins and Matthews, by gaining extra insight into their buying behaviours and preferences you can deliver a more relevant experience across all channels.

Our interactive, online portal brings the consumer groups to life, allowing you to explore the full range of dynamic information and insights behind them (full access via a dedicated login is only granted to customers, but you can explore example segments. Simply use the scrolling banner on the right to select Shopper Segments).

To find out more about these segments or any of Experian’s other capabilities please don’t hesitate to get in touch.

This article is about: consumer segmentation, Data