Secure traditionalist

Secure traditionalists, which make up 18% of the global population, are set in their ways and unlikely to place importance on image or trends. Euromonitor found these consumers aren’t particularly interested in or swayed by social media.

Here are some important stats about secure traditionalists:

• 60% don’t share information online or interact with brands and retailers on social media

• More than half don’t participate in activities to reduce stress

• 87% don’t impulse shop

• 78% don’t like to browse stores when they don’t need to buy something

• Around half rarely or never shop for fun

• Only around a quarter like trying new products and services

As shoppers, secure traditionalists are unlikely to extensively research products or services, read online reviews or compare prices online. They are also least influenced by celebrity endorsements, bloggers or social media influencers, and brand or company social media.

The secure traditionalist shopper is most likely to be influenced by friend or family recommendations, independent consumer reviews and product labels and packaging. They tend to prefer bargains, secondhand items and repairing broken items instead of buying new ones.