Target audience: Early adopters of products in the United Kingdom

Selected insights on target audience: Early adopters of products in the United Kingdom

• Early adopters of products typically have a high annual household income
• Success and career advancement are relatively important to early adopters of products
• 100% of early adopters of products are innovators or early adopters of new products
• A relatively low share of early adopters of products think that rising prices, inflation & cost of living are issues that need to be addressed
• Early adopters of products remember seeing ads in video games more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in the United Kingdom
• Gender of consumers in the United Kingdom
• Level of education in the United Kingdom
• Share of consumers in the United Kingdom in the high, middle, and low thirds of household gross income
• Type of households in which consumers in the United Kingdom live
• Communities where consumers live in the United Kingdom
• Accommodation type and home ownership in the United Kingdom
• LGBTQ+ status of consumers in the United Kingdom

• Most important aspects of life for consumers in the United Kingdom
• Top 10 interests of early adopters of products in the United Kingdom
• Top 10 hobbies and leisure activities of early adopters of products in the United Kingdom
• Top 10 sports activities of early adopters of products in the United Kingdom
• Top 10 sports followed by early adopters of products in the United Kingdom
• Pets living with early adopters of products in the United Kingdom

• Agreement with statements in the United Kingdom
• The 10 most important issues facing the United Kingdom according to early adopters of products
• Political attitudes of consumers in the United Kingdom
• Innovation adopter types based on statements towards innovation by consumers in the United Kingdom
• Economic situation in the United Kingdom as percieved by early adopters of products
• Perceived personal economic situation of early adopters of products
• Agreement with statements regarding economic concerns of early adopters of products

• Type of media consumers in the United Kingdom have been using in the past 4 weeks
• Top 10 social networks used by early adopters of products
• Top 10 channels where early adopters of products in the United Kingdom remember coming across digital advertising
• Places where consumers in the United Kingdom have come across non-digital advertising in the past 4 weeks