Can your wine taste indicate your personal preferences? The CivicScience DeepProfile™ product scours hundreds of attributes to uncover what makes groups of people different from the general population. The following DeepProfile™ comparing red and white wine drinkers to the general population found that red wine drinkers tend to be men with higher incomes ($150k+), and explores money management, technology usage, eating habits and more.
Demographics:
- Men over-index the general population in drinking red wine (57% / 48%) and under-index in drinking white wine (36% / 48%). The opposite is true for women who over-index in drinking white wine (64% / 52%) and under-index in drinking red wine (43% / 52%).
- U.S. adults with higher income are slightly more likely to drink red wine, specifically those with an income of $150k+ (17% / 13%).
Key Findings:
- White wine drinkers are more likely to use social media for more than an hour each day compared to the general population (50% / 45%) whereas red wine drinkers are slightly less likely (43% / 45). White wine drinkers are also more likely to be influenced by social media in general (34% / 29%), specifically in actively using Facebook (58% / 53%).
- Red wine drinkers are slightly less likely to be price-conscious about clothing or accessories compared to both white wine drinkers and the general population (36% / 40% / 40%), likely an income proxy.
- Red wine drinkers over-index the general population in following technology trends (57% / 52%). However, white wine drinkers are more likely to be ‘addicted’ to digital devices than both red wine drinkers and the general population (55% / 51% / 50%).
- Surprisingly, red wine drinkers also over-index the general population in both valuing health and fitness (48% / 42%) and following health and fitness trends (56% / 50%). Specifically, red wine drinkers are more likely to exercise regularly (66% / 60%) and read nutritional information (63% / 59%).
- Red wine drinkers are more likely than both white wine drinkers and the general population to enjoy cooking (71% / 66% / 66%) and trying new foods before others (47% / 39% / 40%). However, white wine drinkers are more likely to regularly search for recipes online compared to red wine drinkers and the general population (52% / 46% / 45%).
- White wine drinkers over-index the general population on regularly eating at fast casual restaurants (30% / 25%) whereas red wine drinkers are slightly more likely to eat regularly at upscale restaurants (10% / 7%), likely an income proxy.
- Red wine drinkers over-index the general population in being diligent savers (55% / 50%), monitoring retirement savings (55% / 49%) and following the markets and economy (27% / 22%).
- Red wine drinkers are also slightly more likely to be a sports fan, specifically an NFL fan (43% / 38% / 38%), likely a gender proxy, whereas white wine drinkers remain similar to the general population.
- Interestingly, white wine drinkers over-index the general population in being very concerned about climate change (48% / 43%). However, red wine drinkers over-index the general population in buying organic food (37% / 31%) and environmentally friendly products (45% / 40%).
