Although the number of Americans watching March Madness (15%) ranks behind the NFL’s Super Bowl (38%) and MLB’s World Series (22%), the sport has quite a distinct following. Firstly, college basketball fans tend to be slightly older. In fact, Americans in the 18-24 year old age bracket are 4% less likely to be very or somewhat interested in college basketball than those 45 years of age and older. Read on for more statistics and trends pertaining to those most likely to be following March Madness this month.

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What sets fashion-concious consumers apart from all the rest? As you may expect, many of them rely on the media to learn about next season’s trends and to start planning their shopping lists. Experian Simmons recently conducted a study to learn more about this unique, fashion-saavy group, taking a closer look at the key behaviors and traits of those consumers who use fashion magazines to help them determine what clothes to buy.

Here are a few key findings:

• Those residing in the West and Northeast are more likely than the average adult to consult fashion magazines to help them decide the clothes they buy.
• Most of their online activity consists of shopping, followed by gathering information for shopping, instant messaging, airline/car/hotel info or reservations, and digital imaging/photo albums.

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As marketers, we all know the importance of segmenting our customers based on their key demographics, behaviors, attitudes, and affinities. But exactly who are these anonymous people we bucket into groups of hundreds, thousands, or even millions?

To help shed some light on what your customers look like and how they act, we proudly present “Know Your Personas,” a regular feature highlighting key customer groups to consider in your marketing strategy. This data appears courtesy of our friends at Experian Consumer Research, the home of Simmons.

The Multi-Channel Shopper is defined as ‘someone who shops and buys in more than one retail channel – online, catalogs, in-store, mail, phone.’ For this episode of Know Your Personas, we’re exploring what makes up today’s multi-channel shopper – specifically who these important consumers are, where they shop, and their attitudes about shopping to help you reach them more effectively.

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As marketers, we all know the importance of segmenting our customers based on their key demographics, behaviors, attitudes, and affinities. But exactly who are these anonymous people we bucket into groups of hundreds, thousands, or even millions?

To help shed some light on what these customers look like and how they act, we proudly present “Know Your Personas,” a regular feature highlighting key customer groups to consider in your marketing strategy. Lucky for you, we have some nice data points courtesy of our friends at Experian Consumer Research, the home of Simmons.

For our first installment of Know Your Personas, we’re examining four shades of “green” customers — that is to say, segmenting your customers according to how eco-conscious they are.

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