This section powered by IBM Watson provides information about consumer preferences of the audiences analyzed.
There are two main categories of information: purchase influence factors and consumption behavior.
Purchase influence factors
- Brand name – members of the audience that are likely to be influenced by brand name when making product purchases
- Utility – members of the audience that are likely to be influenced by product utility when making product purchases
- Online ads – Members of the audience that are likely to be influenced by online ads when making product purchases
- Social media – members of the audience that are likely to be influenced by social media when making product purchases
- Friends and family – members of the audience that are likely to be influenced by friends and family when making product purchases
Consumer behavior
- Spur of the moment – indicates the percentage of the audience that is likely to indulge in spontaneous purchases
- Credit card – indicates the percentage of the audience that is likely to prefer using credit cards whilst shopping
- Campaigns – indicates the percentage of the audience that is likely to respond to marketing campaigns
- Targeted ads – indicates the percentage of the audience that is likely to respond to targeted advertising
