Consumer behavior does not exist in a silo; their decisions are impacted by forces outside the narrow purview of any industry or brand. So how do brands better understand their current and potential customers to ensure they make the right business decisions? In essence, they need consumer-centric information that is trustworthy, timely, and relevant. This is why we partnered with some of our best clients to create The CivicScience 360 Report.
The 360 Report scans the CivicScience database of thousands of always-on questions. It discovers key insights for your brand by comparing them to competitive and consumer segments, identifying differences and similarities, and alerting you to shifts in categories like financial outlook, media consumption, and health and wellness. So you never miss an opportunity or threat.
We ran The 360 Report for Citibank cardholders and compared them to Chase cardholders to provide a sample of this product. Below you’ll find November insights from three of the report’s verticals.
Citibank credit card holders were more financially optimistic in November than the average consumer. They are more likely to think the economy and their financial situation will improve in the next six months. While still relatively low, they are much more likely to think that now is a good time to make a major purchase, which increased from last month. Their confidence in the job and housing market is also significantly higher than the average consumer.
Price sensitivity among Citibank cardholders was down in November as well, which could be a positive sign for holiday shopping. However, those who think they will have less debt and a higher credit score decreased, which could indicate that this group is planning to rely more heavily on credit cards for their purchases.
Both Citibank and Chase cardholders skew slightly higher than the national average on the CivicScience Consumer Financial Health Index. Their outlook on having more savings is the current driver for this distinction.
Health & Wellness
Regarding emotional well-being, Citibank cardholders are slightly more optimistic than the average U.S. adult. They skew higher than the national average on the CivicScience Emotional Well-Being Index and are more likely to use mindfulness/meditation apps, which increased from the prior month. Financial, mental, and physical wellness is often correlated, which appears to be the case with these consumers.
However, that is not the case for younger consumers (aged 18-34), who currently have a more positive outlook on their finances than most consumer cohorts, yet their mental health is struggling. They skewed very low on the Emotional Well-Being Index, which was driven by high measures of fear, stress, and sadness. These negative emotions could be why they are much more likely to use mindfulness apps. While they are frequent gym goers, they are less likely to say they eat healthily and take vitamins. This group seems to be prioritizing some wellness aspects while discounting others. [Data is included in the full report but not shown here.]
Shopping Behaviors & Trends
When it comes to shopping, Citibank cardholders are more likely than the average U.S. adult to say they plan to spend more at restaurants and bars and on toys and travel in the next month. They are also more brand favorable and are currently less price sensitive than the average consumer. While the holidays significantly impact spending habits, Citibank cardholders’ more positive financial outlook appears to correlate with their shopping attitudes.
An interesting insight into U.S. consumers, those age 55+ plan to spend less than the average adult in most categories. Yet, they showed significant increases from the prior month on almost all of them. It appears that the current economic climate has these consumers conscious about their shopping, while market conditions like inflation and seasonality have impacted their spending outlook. [Data is included in the full report but not shown here.]
The 360 Report covers topics and categories beyond what is shown above. The report covers industry-specific categories, emerging trends, media consumption, social issues/concerns, etc. Click on the link below to find out more!
About the 360 Report
In the time it takes to read this, your customer and the world around them will change.
Only CivicScience paints an always-on, ever-evolving, 360-degree picture of your current and potential customer – making sure you never miss an opportunity or risk.
Enter the 360 Report, a premiere product offering for CivicScience clients. The report:
- Delivers a complete and timely view of trends and shifts in consumer attitudes, lifestyle, and intent.
- Predicts consumer behavior and powers more forward-looking strategies and marketing investments, maximizing growth and profitability.
- Provides invaluable, timely knowledge to accelerate decision-making and give you a unique competitive edge.
- Alerts you to trends and changes as they happen, ensuring you never miss an opportunity or threat.
Ready to build your custom 360 Report? Start here.