Today’s discussions with clients often include a conversation about which customers are using the Internet heavily versus those who aren’t. Helping local businesses understand the economy as it transitions from traditional to omni-channel and digital is a huge opportunity.

As retail transitions to a digital economy, local businesses seek help to understand how consumers are using the Internet.

While the majority of the population uses the Internet in one way or another, some consumers are much heavier users than others. One can gain insights by looking at who are the heaviest versus lightest Internet users. 

To help make some sense of the complex consumer, a simple view using quintiles can help educate staff and clients.

In statistics, a quintile analysis divides the sample population into equal fifths, in this case based on heavy to light Internet usage. By comparing the heaviest Internet users (quintile 1) and their behaviours, versus the audience that makes up the lightest Internet users (quintile 5), you can see some marked differences. The heaviest Internet users (quintile 1) spend at least 20 hours per week online.

There is a portion of the population using the Internet 20 hours a week on average.
There is a portion of the population using the Internet 20 hours a week on average.

Taking a look at the consumer profile found in quintile 1, one can see these are more affluent and younger consumers.

Quintile 1 Internet users have a household income 84% higher than quintile 5, and a median age that is 18 years younger.

Those with the lightest usage tend to have the highest median age.
Those with the lightest usage tend to have the highest median age.

Viewing the heaviest versus lightest Internet quintiles by PRIZM Premier Lifestage instantly reveals the impact of affluence in each of the young, family, and mature stages.

Looking at a number of demographic details reveals information about affluence.
Looking at a number of demographic details reveals information about affluence.

Indexing of quintile 1 and quintile 5 Internet users shows the impact on the economy. Health and wellness and other health-related areas index higher for older and less affluent quintile 5.

Viewing the differences between different quintiles exposes information staff can use in understanding consumer preferences.
Viewing the differences between different quintiles exposes information staff can use in understanding consumer preferences.

Views like these can be part of educating your staff and clientele as they seek to understand the variances in our consumer audiences.