It’s competitive out there. And tough for both brands and retailers. With more than 9,300 stores closing in 2019, we decided to do a research study about brand loyalty and brand choices.

On October 29, 2019, we asked 529 men and women across the country – ranging in age and income – about their shopping habits. In the articles to follow, we’ll take a deep dive into some of the results. But first, here are details about the people who took the survey, as well as a few key topline findings.

Gender

• 58% – Female
• 40% – Male

Age

• 17 or younger – 1%
• 18 to 20 – 6%
• 21 to 29 – 17%
• 30 to 39 – 20%
• 40 to 49 – 19%
• 50 to 59 – 19%
• 60 or older – 18%

Income

The majority (53%) make between $25,000 and $99,999 combined HHI.

• $25,000 to $49,999 – 18%
• $50,000 to $74,999 – 21%
• $75,000 to $99,999 – 14%

Key Findings

• 39% of all shoppers said they always or usually researched their purchase in advance.
• 53% of shoppers used their smartphone in-store to research products, compare costs or search for deals and coupons.
• 50% of respondents still use a brand that their parents used.
• 57% of shoppers said they followed a brand/store on social media to find out about special promotions and deals.

If you’d like to see the entire, in-depth presentation, please contact us at kmickelsen@bozell.com or 402-965-4317.