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What Is Consumer Lifestyle Data?

A type of customer intelligence, consumer lifestyle data measures attitudes, habits, hobbies, and interests of individuals.

Where Does Consumer Lifestyle Data Come From?

This data comes from national or private surveys, customs and tourism statistics, social media profiles, and various mobile and online data collections.

These online and mobile data sources provide information about mobile apps downloaded, amount of time spent on them (passive app data), how many devices a user owns, and the location and movement patterns of the user.

Additionally, companies can enrich their consumer lifestyle datasets with transaction and purchase histories.

What Types of Columns/Attributes Should I Expect When Working with This Data?

This data is most often organized into customer segments based whichever segments the data user wants to target. Most often, these are age range, location, gender, income bracket, and employment status. However, additional demographic features, like marital status, hobbies, and political affiliation may appear. In fact, many data providers, such as the ones you can review on our site, allow for custom customer segmentation.

What Is This Data Used For?

This data lends itself to marketing and customer care uses. Companies use this data to conduct market research and to create targeted marketing campaigns. Then, once leads become customers, companies can focus new product or service launches on their customers or reach out to individuals who used to purchase from them but no longer do so.

How Should I Test the Quality of Consumer Lifestyle Data?

With the range of data sources and the number of devices tracked per customer, the most important aspect of a good consumer lifestyle dataset is identity validation. In short, focus on clean yet comprehensive data that accurately tracks each individual across all channels and devices.

Interesting Case Studies and Blogs to Look Into

StartUp Nation: Why Consumer Lifestyle Data is the Key to Successful Marketing
Core: Effects of Consumer Lifestyles on Purchasing Behavior on the Internet: A Conceptual Framework and Empirical Validation

Tangible Examples of Impact

“We see consumers experiencing and making lifestyle changes, driven by COVID-19, that suggests the arrival of a sustained shift in eating habits,” said Sean M. Connolly, president and chief executive officer, during an Oct. 1 conference call to discuss first-quarter results. “We also know from prior recessions that an economic downturn typically leads to a permanent increase in at-home eating, even when economic growth returns.”

Food Business News: Conagra capitalizing on consumer lifestyle changes | 2020-10-02

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