Home Insights Insight of the Week: Love is in the Air for Impulsive Consumers

Insight of the Week: Love is in the Air for Impulsive Consumers

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shutterstock_230135272With Valentine’s Day approaching, extravagant romantic gestures could be in the offing for many adults. Indeed, these may be more common than you think, as latest data from Kantar Media’s Republic of Ireland TGI study reveals that 49% of adults (1.8 million people) say they often do things on the spur of the moment.

This group has a broader commercial application too – the more impulsive consumers are particularly attractive to many advertisers who hope to appeal to their tendency to make unplanned decisions. So let’s find out a bit more about them.

The top differentiating attitudes for these impulsive people reinforce their predilection towards undertaking actions with little forethought. They are 39% more likely than the average adult to like taking risks and 37% more likely to say they tend to make decisions quickly, based on ‘gut feel’.

Added to this, they tend to have a taste for the more expensive things in life. TGI data reveals they are 33% more likely to say they have expensive tastes and 34% more likely to believe that a ‘designer’ label improves a person’s image.

When engaging this group with campaigns it is instructive to note that they are a third more likely than the average adult to be influenced in their purchase decisions by celebrities and also a third more likely to say they tend to buy products from companies who sponsor exhibitions or music events.

Impulsive consumers are also particularly likely to promote a range of products and services via word-of-mouth. Indeed, they are 32% more likely to be in the TGI word-of-mouth ‘Champions’ segment (talk to many people about, know a lot about and able to influence others with views on a particular topic) for food and dining and 24% more likely to be in this segment for holidays and travel.