Consumer Profiling for Zara Home USA

The Situation CUSTOMER indite In 2010, eMarketer reported that 71% of Ameri derrieres use the internet. They estimated that figure would grow to 78% by 20141. The latest figures by Internet World Stats show that, in 2012, 78% of Americans are already using the Internet2. Internet use is emergence at breakneck speeds, and internet shopping is a big go bad of that use increase. As an exclusively e-commerce outlet in the United States, Zara base of operations could view every American internet user as a potential customer.However, Zara Home products are targeted toward women in the age group of 18-34. 27% of the total American population online falls in that age bracket3, about evenly distributed between men (51%) and women (49%)4. The target audience for Zara Home can therefore, be narrowed down to approximately 13-14% of the American population women who actively use the internet. The Zara Home target is passing active online. Usage5 statistics show that they open very high aw areness of digital media beyond simply browsing, including fond media, mobile and video.This high engagement and activity is an advantage for the brand. Zara Home moldiness now identify which smaller targets within this group will be most open to the brands specific, timely and relevant information. It is extremely important to find niche targets that will integrate the brand into their digital experience. Keeping this insight in mind, two niche targets are suggested affable Moms and Generation Connected Women.These niche targets add up to roughly 62 million potential customers for Zara Home,6 though there is bound to be carrefour between the two groups. 1 2 http//www. emarketer. com/Article. aspx? R=1007519 http//www. internetworldstats. com/stats14. htm 3 http//www. emarketer. com/Article. aspx? R=1007519 4 http//www. emarketer. com/Article. aspx? R=1008382 5 http//www. emarketer. com/Article. aspx? R=1008382 6 http//www. emarketer. com/Article. aspx? R=1008085 4