As social media has surged as a new sales and marketing channel, retailers must also address consumers’ preferences and habits on social networks. Through a market structure (i.e., cluster) analysis, L.E.K. Consulting has identified five distinct segments of social media users in the U.S. today. And we highlight how retailers can engage with each group:

  • Social media shop mavens
  • Online socialites
  • Hip parents
  • Graying novices
  • Social media skeptics
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