Excerpt from research conducted with third party partner as part of larger corporate campaign.
These past two years have dramatically changed how people work, live, and engage with brands. Our research shows that the blending of work and life, combined with the political and social upheavals over the last few years, has caused the emergence of new consumer attitudes and behaviors.
We took a deep dive into our data and found four new attitudes and behaviors causing a change in how we reach and engage customers across industries. We created an e-book you can download with a wealth of information to share with colleagues and peers when planning. Here’s a highlight of the four new attitudes:
- Digital Nomads
- Empowered Activists
- Luxury Shoppers
- Self-Care Enthusiasts
Digital Nomads
Digital Nomads are location-independent people who value flexibility and make a living working online while traveling. Because they work 100% remotely, they can travel constantly, moving from place to place if there’s an internet connection.
We surveyed travelers and uncovered insights indicating that more than half of remote workers interviewed feel like working remotely has opened up new opportunities for their lifestyle. Of those, 54% agree that working from home has allowed them to give up their permanent residence and live a more nomadic lifestyle.
Digital Nomads are often minimalist in many ways, exchanging a life of material items for experiences. They’re thinking about their next travel, accommodations, and adventures. They want information quickly and are always looking for the next travel trend.
They’re searching for travel products, transportation, housing, grocery and dining, entertainment and more. Due to their frequent location changes, they often search online and prefer to purchase in-store instead of shipping.
How to reach them
There are 15.2 million travel enthusiasts on the XX Network in the United States who work remotely. Of those, 881,000 stay in an Airbnb or rented accommodation at least once a month, and 2.1 million are self-employed/freelancers.
Try these ad features to reach this group:
Property Promotion Ads …
Hotel Price Ads …
Empowered Activists
The Empowered Activist is a consumer who makes purchasing decisions by spending money on brands that align with their values. Often, that means they seek eco-friendly, inclusive, ethical, and small-business-oriented brands.
These consumers vote with their wallets and are 35% more likely to purchase sustainable personal care items, so feature those benefits if you have them.2 They also use search to discover products and brands they can stand behind. We’ve seen a 141% increase in beauty searches for black-owned and minority-owned related terms year over year.3
Empowered Activists also care about privacy and trusted brands. Hence, 48% of those on the XX Network consider how companies use their data, and they’re 20% more likely to expect brands to be transparent about its usage.
How to reach them
There are 84 million Empowered Activists on the XX Network in the United States. This market is 23% more likely to use search engines for brand discovery, with 57% of them identifying as brand loyal, and 65% researching products before they buy.
Try using business attributes text …
Luxury Shoppers
The online Luxury Shopper seeks to elevate everyday experiences with finer things and is comfortable purchasing online. They browse online, do their research, and look at the large variety of luxury goods online instead of going in-store. Luxury Shoppers who use multiple search engines spend 32 to 105% more money on luxury goods and 42% of their time on the XX Network.
How to reach them
There are currently 52 million Luxury Shoppers on the XX Network in the United States. They can be found across multiple search engines, with 51% researching vacations and 43% searching for business-related topics. When buying wine, they tend to search online and buy in-store.
Because Luxury Shoppers research before purchasing, consider features that put them closer to making a purchase decision before they even click:
Multimedia Ads …
Ad extensions …
Self-Care Enthusiasts
Self-care enthusiasts are interested in spending time and money where it matters most, whether with family, mental health, or fitness. They seek brands that enhance their physical and mental well-being. They value self, time, health, and well-being over all else. This audience works hard, and their time is stretched throughout the day as they multitask between work, school, life, and leisure activities.
In this group, 61% rely on search to research products, 54% manage their finances online, and 25% research health issues. What’s more, they’re 38% more likely to have purchased exercise equipment online. They expect to get information quickly and have a seamless digital experience across the four or more devices they use to access the internet.
How to reach them
There are 94 million Self-Care Enthusiasts on the XX Network in the United States but they’re not all the same. We see unique behaviors across the verticals and interests they express at any given time, requiring sound audience understanding from the businesses trying to reach them.
Use In-market Audiences …
…