NEOs differ from Traditionals fundamentally

Are attracted to ‘the deal’ and motivated by discounts and price offers

Have a preference for function ahead of design; cost ahead of lasting quality

Tend to be conspicuous consumers – branded products are external symbols of who they are or what they do

Prefer the tried and true ahead of the new and challenging

See brands as shortcuts to certainty and symbols of belonging

Will buy luxury products if they can afford them, but do so infrequently. And when they do they are buying them for status rather than as a whispered secret to themselves.

Have a low locus of control and tend to believe life is determined by luck rather than any action they can take to influence outcomes

Are slower to adopt new technology with lower percentages using the internet regularly

Cross all age barriers but are more highly represented in the 50 age profiles

Prefer mass marketing and mass communication

Have a sense of investment when they buy – a bargain for a NEO is ‘something that is cheaper today than it will be tomorrow’  rather than ‘something that is cheaper today than it was yesterday’

Have low confidence that discounts and price offers will automatically deliver the quality experience they expect

Will focus on price only when they have low involvement with a purchase – when desire is not in play

Have a preference for premium-lifestyle products – the well designed, high-quality products at the top of every merchandise category

Are inconspicuous consumers – brands are secrets to be whispered to themselves and to others who share their values, rather than external symbols of who they are or what they do

Have a high appetite for all kinds of rich information and rich content – they read more, know more, expect more and will pay more

Are more willing than anyone else to try something new, to take the path least travelled

Are individualists with a high locus of control – they believe success is determined by planning rather than by luck

Regularly use, and are comfortable with, the internet – are happy to adopt new technology, but only when it delivers a service that matches their expectations and aspirations

Are socially active, have a strong sense of social and ethical responsibility, and like to convince others of their opinions