Target audience: Digital banking users in Pakistan

Selected insights on target group: Digital banking users in Pakistan

• Many digital banking users have a high annual household income
• Digital banking users value similar aspects of life as the overall consumer
• Movies, TV shows and music are relatively prevalent interests of digital banking users
• Digital banking users are more likely to have traveling as a hobby than the average consumer
• Digital banking users remember seeing ads in online stores more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Pakistan
• Gender of consumers in Pakistan
• Consumer’s level of education in Pakistan
• Share of consumers in Pakistan in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Pakistan live
• Communities where consumers live in Pakistan

• Most important aspects of life for consumers in Pakistan
• Top 10 interests of digital banking users in Pakistan
• Top 10 hobbies and leisure activities of digital banking users in Pakistan

• Agreement with statements in Pakistan
• The 10 most important issues facing Pakistan according to digital banking users
• Political attitudes of consumers in Pakistan

• Top 10 places where digital banking users in Pakistan have come across digital advertising in the past 4 weeks
• Devices consumers in Pakistan use regularly to access the internet
• Social media activities in Pakistan by type
• Places where consumers in Pakistan have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Pakistan have been using in the past 4 weeks