How can marketers use the online channel to target young professionals with high share of wallet?
This month we launched Hitwise Lifestyle, our online segmentation and targeting tool, in the New Zealand market. Hitwise Lifestyle is built on Mosaic, a geo-demographic classification system developed by Pacific Micromarketing and Experian. Each of New Zealand’s 1.4 million residential households is allocated into 42 Types within 11 Groups based on a wide range of statistical and independently-researched sources. One of the key Mosaic Lifestyle Groups is ‘Urban Intelligence’. Accounting for 4.8% of New Zealand households, Urban Intelligence is comprised of tech-savvy young professionals, with high household incomes and strong spending habits. The retail behaviour of this group is of particular interest leading up to Christmas. While Shopping and Classifieds – Auctions is a significant online industry in New Zealand, it is under-indexed in visits by Urban Intelligence. Retail verticals that did perform strongly in attracting visits from Urban Intelligence included Apparel and Accessorie
