Retail right now is one big blur.

On one hand it’s a blur of speed, as the pace of change continues to ramp up and customer attention spans shorten. On the other, it's a blurring of the line between old and new retail - wallets merging into smartphones, global retailers moving into local markets, manufacturers becoming retailers (and vice-versa)...and on it goes...

And in that blur, a new American shopper has emerged in this new retail landscape. One empowered by technology, enabled by the availability and transparency of information, and enlightened with a global perspective.

To help make sense of all of this, BAV Shopper – the latest research study from Y&R’s BAVLab – has identified six Shopperstates, each representing a prevailing shopper mind-state and connected behavior.

Through the eyes of these shoppers we can look at what thousands of brands stand for.

What Kind of

are You?

Shopper

Bargain HuntersKnowledge SeekersPractical PlayersStore ReassurersBrand DesirersMobile Warriors

21.50%

8.84%

20.96%

15.71%

16.11%

16.88%

Percentage of Shopperstates in US population 18+

PROFILE DASHBOARD

53.6% Male46.4% Female

19.6% (18-29)24.2% (30-44)31.6% (45-59)24.6% (60+)

14.4% (<25k)23.4% (25-49k)33.2% (50-99k)

26.5% (100-199k)2.5% (200k+)

F M

18

30

45

60

50 100

20025

0$k

Yrs

GENDER

GENDER

POPU

LATI

ON

INCOME

INCOME

AGE

AGE

20.96%

PROFILE DASHBOARD

49.6% Male50.4% Female

27% (18-29)28.3% (30-44)28.7% (45-60)

16% (60+)

22.1% (<25k)23.5% (25-49k)31.1% (50-99k)

20.2% (100-199k)3.2% (200k+)

F M

18

30

45

60

50 100

20025

0$k

Yrs

GENDER

GENDER

POPU

LATI

ON

INCOME

INCOME

AGE

AGE

16.11%

KNOWLEDGE SEEKER

Ratings and reviews junkies, Knowledge Seekers do their homework online before making a purchase, whether they end up buying in-store

or digitally. 20.96% of our survey skews to this Shopperstate.

Though one might expect these internet-savvy shoppers to skew younger, they’re of all ages. In fact, they over-index with individuals in

the 45-59 age range.

STORE REASSURER

Prefers to shop at a store rather than online because they can touch and feel the product and be more

confident they are buying the right thing.

Though you might expect them to skew older, store shoppers actual-ly over-index younger (18-29) and

under-index older (60+).

16.11% in the BAV Shopper research leans towards this Shopper-state.

PROFILE DASHBOARD

46.6% Male53.4% Female

31.7% (18-29)36.3% (30-44)19.4% (45-59)12.5% (60+)

19.7% (<25k)23.6% (25-49k)33.5% (50-99k)19.6% (100-199)

3.6% (200k+)

F M

18

30

45

60

50 100

20025

0$k

Yrs

GENDER

GENDER

POPU

LATI

ON

INCOME

INCOME

AGE

AGE

15.71%

MOBILE WARRIOR

The smartphone is the most important weapon in the Mobile War-rior’s shopping arsenal, whether it’s used to store coupons, research

alternative products, or make purchases.

Skews significantly younger, but these behaviors and attitudes are by no means limited to Millennials.

68% of Mobile Warriors are above the age of 30 — and 31.9% are above the age of 45. 8.84% of our sample are what we call Mobile

Warriors.

PROFILE DASHBOARD

37.2% Male62.8% Female

20.2% (18-29)27.7% (30-44)26.2% (45-59)25.9% (60+)

18.7% (<25k)26.8% (25-49k)31.5% (50-99k)

21.6% (100-199k)1.3% (200k+)

F M

18

30

45

60

50 100

20025

0$k

Yrs

GENDER

GENDER

POPU

LATI

ON

INCOME

INCOME

AGE

AGE

21.50%

THE BARGAIN HUNTER

A "precision shopper" that skews female and sticks to a strict budget. Bargain Hunters often put their family's needs ahead of their own.

21.5% of the adult population identify as biases to bargain hunting.

Brands They Would Pay More For:

Brands They Would Pay More For:

Brands They Would Pay More For:

Brands They Would Pay More For:

PROFILE DASHBOARD

52.3% Male47.7% Female

25.1% (18-29)27.5% (30-44)25.5% (45-60)21.9% (60+)

21.1% (<25k)22.6% (25-49k)30% (50-99k)

22.4% (100-199k)3.9% (200k+)

F M

18

30

45

60

50 100

20025

0$k

Yrs

GENDER

GENDER

POPU

LATI

ON

INCOME

INCOME

AGE

AGE

15.71%

BRAND DESIRER

To this shopper type, quality is a priority over price and brands matter.

They choose brands that reflect their status and values, and like to buy the very latest, often being the first to discover and try new things.

15.71% of shoppers leans towards to Brand Desirers.

They skew ever so slightly male; and interestingly, over-index with both low income (<25k) and high income (200k+).

PROFILE DASHBOARD

53.1% Male46.9% Female

18.4% (18-29)26.6% (30-44)28.1% (45-59)26.8% (60+)

24.7% (<25k)24.8% (25-49k)29.7% (50-99k)

18.8% (100-199k)1.9% (200k+)

F M

18

30

45

60

50 100

20025

0$k

Yrs

GENDER

GENDER

POPU

LATI

ON

INCOME

INCOME

AGE

AGE

16.88%

PRACTICAL PLAYER

Practical Players are diverse — they come in all shapes and sizes (and ages and income brackets).

Focus on convenience and sticking to a strict budget. They over-index slightly male, low income, and older, but there are many who don’t fit those demographics.

A no-nonsense shopper, the Practical Player tends to buy the basics, keeps within their means, and wants a fast, easy, convenient shopping experience. 16.88% of Americans fall into this segment.

Brands They Would Pay More For:

Brands They Would Pay More For:

BAV Shopper looks at various shopper states and how they influence brand perceptions. For more information email info@bavlab.com.