Image-Conscious Consumers are more likely to be female, urban, and affluent. The Asia-Pacific region has a notably higher concentration of internet users who can be categorized as Image-Conscious.
This segment of users is highly techconnected. Image-Conscious Consumers view the internet and technology as positive tools that enable them to stay connected with other people, and are more inclined to use the internet for personal, professional, and commercial needs compared to the general population.
There is a strong correlation with Image-Consciousness and greater usage of social media. Across global regions, Image-Conscious Consumers spend more time on social media, are more motivated to use social media for various personal and professional reasons, and are more inclined to follow people, organizations, and brands through social media than other internet users.
In the U.S. and Europe, visual and lifestylefocused social media platforms, such as Instagram, SnapChat, and Pinterest, are very popular among Image-Conscious Consumers. This ties in naturally with the importance they place on crafting and maintaining their personal appearance.
A key element in their use of social media is engaging with brands. Much more so than average internet users, Image-Conscious Consumers tend to use social media to follow, like, and view content from brands. Social media is also a key source of information for discovering new brands and products among this group.
Image-Conscious Consumers are more heavily influenced by celebrity culture, especially ‘viral’ celebrity culture, than average internet users. They over-index in their interest in celebrity news/gossip and reality TV, and are also more inclined to follow viral influencers and bloggers on social media, as well as to trust brand endorsements from both traditional and viral celebrities.
They are a group that can easily be targeted by brands because of their strong propensity to follow trends and their self-professed tendency to buy brands they see advertised. More likely to engage with brands and advocate for brands, these consumers represent an obvious target for developing relationships and fostering brand loyalty.
A brand-conscious segment, these consumers are drawn to luxury. This is especially true when it comes to upscale goods and high-end personal care products, such as luxury fashion and cosmetics.