Segment 4: Prepared and aware
Big picture, the greater good, social distance and chill
These family-oriented folks are not panicking but they are taking things seriously.
This segment was most likely to be employed full-time before the virus; however, about 16% are out of work now. Prior to COVID-19 they had the most comfortable incomes, with 34% earning over $100K. These consumers tend to have children in their households, and most are married and own their home.
Financially comfortable — this group may be found waiting for their UberEats delivery while reading the latest news about the virus on their iPads.
@currie_inahurry, @kelley__patricia, @inLaurasWords
These consumers are likely to make new clothing purchases in the coming months and plan to rely on in-store pick-up options. This group anticipates getting food delivered to their home often, nearly 11 times on average expected this month, as well as cooking more at home. It's possible they did a lot of eating out and socializing before restrictions were put into place. These consumers are uncertain about what's to come and about half are concerned about the financial future.
- Habit changes: "More sanitation after using public places, like hand sanitizer after groceries and cleaning my phone more often"
- Biggest concern: "My family catching the virus and people not taking this seriously."
You've met "prepared and aware," now get to know the other segments
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Get the pandemic personas at your fingertips
Download our PDF for insight on the seven segments of consumers we identified based on their reactions to the COVID-19 pandemic. Get a detailed breakdown of the segment profiles and learn more about how consumers' attitudes and behaviors have shifted since March.