The Gist: Target and Walmart are catch-all retailers, but their fans bases couldn’t be more different.

Both Target and Walmart are notorious locales for overshopping. You go in for a quick errand and leave the stores two hours later with a shopping cart full of “must-have” items discovered during your trip.

While the two stores scratch similar retail itches, the demographics of the two stores’ fans couldn’t be more different. Check out our fan findings below.

Social Media

Both Walmart and Target fans might be filling their carts with fun finds, but the way they share their scores is entirely different.

Fans of Target are more likely to be influenced by social media when it comes to purchasing items. They choose clothing, music and food trends based on their time online. They are twice as likely as non-Target fans to use Snapchat and Instagram.

Walmart fans, on the other hand, are more old school. They rely on word of mouth, telling friends and family when they make a favorable purchase. They are lighter social media users and are most likely to be influenced by TV ads.

Generational Differences

If Target fans are Snapchatting on the regular, it’s no surprise they’re more likely to be between 18-34 years old. They are more likely to be women, live in a city, and reside in the US Northeast. They’re also more likely to be living with their parents.

Walmart fans look as if they could be the parents of Target fans. They are more likely to have children, live in the US South, and be over 55. They’re less likely than nonfans to be employed, which could suggest Walmart fans are more likely to be retirees.

Eating Habits

Everyone’s a foodie nowadays, but how do Walmart and Target fans’ eating habits differ? Target shoppers are two times more likely than non-Target shoppers to eat often at fast-casual restaurants. They follow food and cooking trends and consider food to be an important part of their lifestyle. They are more likely to dine out for both lunch and dinner.

Walmart fans enjoy travel, home, and cooking TV shows. They’re more likely to dine at fast-casual and fast food restaurants, and favor restaurants with lower prices. Unlike Target fans, Walmart shoppers are more likely to eat lunch at home.

Entertainment

You’re likely to find Target fans streaming Netflix on their devices, or at the movies at least once a month. They’re more likely than non-Target shoppers to watch TV dramas. Regarding sports fandoms, they’re more likely to follow the NHL, MLB and college basketball.

Walmart fans are more likely than non-fans to follow the NBA closely. They have a wide array of TV fandoms, including sitcoms, dramas, news and reality shows.

Environmentalism

Target shopper over-indexed compared to their counterparts when it comes to green practices. They are more likely to use reusable shopping bags, buy environmentally friendly products, and donate to environmental charities. Walmart shoppers under-indexed on these behaviors.

Walmart and Target might feel similar in some ways, but the fanbase of each couldn’t be more different. Target is capturing urban Millennials, while Walmart has the audience of parents and retirees. Their means of engagement is also incredibly varied–you’re more likely to find Walmart fans through word of mouth or television advertising, while Target customers live their social and consumer lives primarily online. Two different stores, two very different shoppers.