AdAge just released this study that has the blogosphere all aTwitter. Ha! Should not be a surprise though. The very essence of marketing is understanding the demographics. Beyond that is understanding the psychographics – consumers’ mental predispositions and eventual behaviors.
Here’s the scoop:
Budweiser drinkers are 42% more likely to drive a truck than the average person, 68% more likely to choose a credit card with flexible payment terms and 42% more likely to use breath-freshening strips every day.
Yikes. Apparently they’re really keen on unions too.
Bud Light drinkers profile as lacking in carefulness. Bud Lighters can also have frat boy-like personalities, particularly when it comes to personal risk-taking. Bud Light drinkers are also 48% more likely than the average person to play the lottery every day and 34% more likely to never buy organic products.
“Where’s the party?” is probably an oft-asked question by Corona and Corona Light drinkers. Corona drinkers are 91% more likely than average to buy recycled products and 38% more likely to own three or more flat-screen TVs.
There’s a slang term that could sum up Heineken drinkers: posers. These self-assured people believe they are exceptional, get low scores on modesty and high scores on self-esteem. People who choose Heineken as their favorite beer are 58% more likely to have American Express cards, 45% more likely to be early adopters of new mobile phones, and 29% more likely to drive sports cars.
They are socially conservative and see many issues as black and white. Teetotalers honor tradition and authority and prefer a less-hectic social life. People who turn down beer are 50% more likely to call themselves Republican, and are 30% more likely to never buy organic products.
Ah… but so many beers missing. Guinness. Cinquante. Stella.
Does you beer of choice really reflect your personality attributes, and consumer behaviors????