A recent survey by global tech company Criteo looked at working habits around the world and found that Australia was the top country to work from home with almost one in three (28%) saying that They mainly worked from home now, ahead of the UK (26%), the US (23%) and Japan (22%).
It revealed that Millennials and Gen Xers made up the majority of homeworkers (81%), and people working from home were more likely to earn more than their peers in the office and had quite different shopping habits. .
The survey found that home-based workers were more likely to buy alcohol (beer, wine, spirits), shoes and clothing, while other workers bought more essentials such as household essentials. groceries, household products and personal hygiene products. The sample size for this survey was 5,626 Australians.
Additionally, Millennials and Generation X accounted for 81% of homeworkers and 73% of other workers.
According to those surveyed, homeworkers had better paying jobs than other workers, with 55% earning more than AU$100,000.
Additionally, 95% of home workers received their online deliveries to their homes by courier or courier, compared to 92% of other workers. 77% of homeworkers bought online and then picked up in store, with only 70% of other workers choosing this option, and 61% of homeworkers bought online and picked up in the parking lot or curbside, compared to 56 % of other workers.
Criteo chief executive Colin Barnard told Mumbrella that the most surprising aspect of the research is the difference between the shopping behaviors of those at home and those in the office.
“As homeworkers are more likely to purchase alcohol, clothing and footwear, compared to other workers who primarily purchase essentials, marketers should keep this differentiation in mind when developing their content and consumer targeting as we continue to work in new environments,” Barnard mentioned.
He explained why it’s important for advertisers to be at the forefront with personalized advertising in this time of hybrid work.
“Recent research from Criteo confirmed that the majority of Australians now see online advertisements for products they would like to buy and more than two in three Gen Zers and Millennials confirmed that they click on advertisements when using Internet,” Barnard said. “While this is becoming increasingly common, it is important for marketers to have a deep understanding of their target consumer, their changing buying behaviors and their priorities.
Knowing the working conditions of the consumer could be an additional piece of the puzzle that can allow marketers to personalize content to reach and resonate with their customers on a deeper level.
Barnard added that targeting the consumer with personalized products will only appeal to marketers if they don’t have the right message to go with the right product.
“Marketing a headset to someone working from home might focus on ease of connection to laptops or smartphones, increased comfort for wearing in multiple meetings, and microphone quality for clarity.
“While targeting those who travel to the office, marketers could center their messages around portability and noise-canceling features. Our research also reveals a difference between the choices of homeworkers and other workers in the chosen delivery method, such as in-store pickup or click and collect.
“Understanding this important and final step in the buyer’s journey highlights new behaviors and preferences that may impact the marketer’s messaging choice in the future,” he said.
Barnard also explained how AI and commerce-driven data work together to help brands and retailers create smarter consumer experiences.
“As marketers prepare for the future of addressability, they must grow and leverage first-party consumer data to continue to provide Australians with the hyper-personalized targeting they have grown accustomed to,” a- he declared. “By leveraging Criteo’s Shopper Graph, which has one of the largest shopping datasets in the world, marketers can get a more holistic view of their consumers from online and offline shopper identities across devices, browsers, applications and other environments.
“This data, combined with AI technology, delivers richer customer experiences and ultimately drives business outcomes in terms of sales, revenue and leads. Importantly, this is made possible by the open internet, where marketers and media owners are connected to essentially create an open internet marketplace and drive smarter consumer experiences.