The new Shopper DNA Data from Kantar Group is terrific. Their five Shopper Profiles are absolutely spot.-on as is their takedown of Influencers who they see as nothing more than a waste of time and money.

“Marketers live in a kind of bubble these days, hearing echoes from other brands about how important it is to think experientially. Half of all consumers don’t care about that. Shopping is a chore, and they just want to make purchases as efficiently as possible.”

Casey Ferrell, VP Kantar

Kantar’s five Shopper Profiles

1. Utilitarians are the largest group at 36% of consumers

• They want to get their shopping done as quickly as they can.
• The majority of this segment is made up of boomers, followed closely by millennials and Gen X.
• They make less money. A third of this group generates a household income of less than $50,000 a year.
• Two-thirds are non-Hispanic whites.
• They’re not looking for novelty. They value repetition and consistency.

Scroll down for groups 2-5.

2. Explorers, 20% of all shoppers

• Explorers love retail that provides a treasure-hunt mentality, e.g., T.J. Maxx and Costco.
• The group is comprised mostly of millennials, followed by boomers.
• Two-thirds are women.
• They approach shopping as a social event.
• They’re curious and they want new experiences.
• They’re interested in new apps.
• Of all the groups, they’re the most motivated to shop in stores.
• Shopping is a hobby for them and it can still be a meaningful experience even if they don’t end up buying anything.

3. Researchers are the third-largest segment at 16%

• Researchers contain the largest percentage of millennials (plus this one boomer – ME!)
• They are the most skeptical and pragmatic of shoppers.
• 70% read reviews before buying, versus 53% of the overall sample.
• They are the most likely to have an Amazon Prime membership.
• They’re influencer-averse and somewhat more likely to believe that social media posts are fake (74% versus 68% in the overall survey).

4. Discerners account for 15% of shoppers

• Discerners are the wealthiest segment and the oldest.
• They spend on what matters to them and what they’re passionate about.
• They’re more willing to pay for products and services that improve their lives, like added conveniences.

5. Budgeters are the smallest group at 13%

• They skew younger, more female and ethnically diverse. They’re the group most likely to express economic anxiety, and base almost all shopping decisions on costs.

Bottom Line.

Kantar’s research provides an important reality check for marketers especially when you consider that by combining just two of these groups (the utilitarians and the ultra-practical budgeters), you’ve got half of America covered.

The research also indicates that marketers have become overreliant on millennials. There are far greater growth opportunities for those focusing on boomers and Gen X.

And finally, heed the warning. It’s time to stop wasting all that money and effort on influencers. That ship has sailed.