Conservative homebodies, 6% of the population, value close relationships and spending time at home, and are unlikely to value image or following trends.
Here are some key stats about the conservative homebody:
83% rarely make impulse purchases
Just over 70% do not often seek out well-known or strong brands
Over half do not expect to spend more money next year
Half of conservative homebodies like finding bargains
45% shop in stores with engaging experiences
Over half of conservative homebodies are unlikely to extensively research products, read online reviews and compare prices online. They are also unlikely to be influenced by celebrity endorsement, bloggers or social media influencers, and social media networks.
These consumers are likely to be influenced by friend and family recommendations, product labeling and packaging, and independent consumer reviews. They prefer bargains, high-quality products and secondhand products.