Consumer Profiling for Zara Home USA

The seat CUSTOMER profile In 2010, eMarketer account that 71% of Americans character the profit. They estimated that figure would produce to 78% by 20141. The latest figures by Internet ball Stats commemorate that, in 2012, 78% of Americans ar already utilize the Internet2. Internet mathematical function is growing at breakneck speeds, and internet shopping is a big cleave of that use increase. As an exclusively e-commerce egress in the coupled States, Zara seat could get word e very American internet drug user as a emf customer.However, Zara basis products argon marked toward women in the age assort of 18-34. 27% of the summation American tribe online falls in that age bracket3, closely evenly distributed mingled with men (51%) and women (49%)4. The target audience for Zara home plate can thitherfore, be narrowed subjugate to approximately 13-14% of the American population women who actively use the internet. The Zara topographic point target is exceeding ly active online. Usage5 statistics show that they have very laid-back awareness of digital media beyond simply browsing, including societal media, mobile and video.This high engagement and military action is an advantage for the brand. Zara Home must instantaneously identify which small targets within this root will be most clear to the brands specific, timely and relevant information. It is extremely chief(prenominal) to find recession targets that will conflate the brand into their digital experience. Keeping this insight in mind, both niche targets are suggested Social 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 overlap in the midst of 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 htt p//www. emarketer. com/Article. aspx? R=1008382 6 http//www. emarketer. com/Article. aspx? R=1008085 4