GWI USA respondents are asked a range of questions about their demographics, attitudes and behaviors. The GWI USA personas are based on respondents' answers to these questions. Note that these groups are not mutually exclusive, and as such respondents may belong to multiple personas.
The personas are broken down into the following categories:
You can find a short description of each persona below, followed by a technical definition for each group. Each persona includes all the conditions laid out in each bullet point.
Tech & Devices
Smart Connectors
Tech-engaged smart device owners
Comfortable having smart devices in their home
Interested in Smart Homes
Use at least three smart home device
Interested in technology
Mobile Dependents
Internet users reliant on their smartphones
Couldn’t live without their mobile device
Check their mobile last thing at night, first thing in the morning
Interested in technology
Tech Confident
Confident and enthusiastic tech users
Confident using new technology
Interested in at least 3 of AI, Coding, Computers, Gadgets, Science, Smart Homes, Technology and VR
Tech Skeptics
Internet users unenthusiastic about tech
Actively make an effort to limit their time online
Feel technology has more control over them than they have over it
Gamers
Gamers with an active interest in gaming
Watch Gaming Videos online
Interested in gaming
Play games at least for 30 minutes a day
Health Technologists
People using tech to improve their health
Interested in technology
Track health or exercise using smart device
Interested in Exercise or Personal healthcare
Smart Assistant Reliant
People who rely on their smart devices
Own a smart home voice assistant / speaker
Smart device is most important device
Interested in technology
Early Adopters
People on the cutting edge of tech
Buy tech products as soon as they are available
Love new tech and gadgets or upgrade as soon as possible
Interested in technology
Privacy Conscious
Privacy concerned internet users
Concerned about the use of their data by at least three sources
Don’t like their browsing being tracked by companies
Not comfortable exchanging their personal data for free services
Do not trust social media companies
Tech Trackers
People using tech to keep track of their lives
Track at least three aspects of their lives with technology
Interested in technology
Esports Fans
People with an active interest in esports
Follow esports
Watch esports online
Interested in esports
Lifestyle
Brand Loyalists
Internet users loyal to the brands they like
Stay loyal to brands they like
Have brands they will always buy from
Brands they know and trust are a key driver in new tech products
Follow brands they will purchase from on social media
Daredevils
People happy outside their comfort zone
Describe themselves as two of: Daring, Rebellious and NOT Cautious
Trying new things or Challenging themselves is important
Foodies
Connected food lovers
Visit food and drink sites weekly
Interested in at least two of: Beers / breweries, Cocktails / cocktail bars, Eating out / restaurants, Food / drink festivals, Health foods / drinks and Wine / wineries OR Cooking
Gig Workers
Internet users working non-traditional jobs
Have delivered food or parcels, Driven for a ride share app, undertaken skills based temporary jobs or sold items they’ve made
Game Changers
Those looking to help change the world
At least 3 of the following are important to them: Community/ public service, Diversity & inclusion, Equal rights, Helping the environment, Making a difference, Supporting good causes
One of their top three reasons for using social media is supporting/connecting with good causes
They most want brands to be at least one of the following: Socially responsible, Sustainable, Inclusive
Go-Getters
Internet Users building their careers
Plan to make a career change, start a new job, get a promotion or start a new business in the next year
Doing well at work is important to them
Feel described by at least two of: Ambitious, Determined and Driven.
Influencers / Trend Setters
Social media users who like to stand out
Like standing out in a crowd
Use social media to post about their lives, opinions or broadcast a live stream of gameplay
Social Activists
Internet users with progressive ideals
Think traditional gender roles / labels are outdated
Are interested in at least 2 of: Social justice / equality, Politics, Social issues, Animal welfare, Climate change / carbon emissions, Environmental issues
Socialites
Social media users looking for new friends
Use social media for finding link minded communities / Interest Groups and Making New Contacts
Shopaholics
Online shoppers connecting with brands
Interested in shopping
Purchase products online at least weekly
Follow brands they will purchase from on social media
Sport Fans
Connected sports fans
Interested in Individual Sports, Adventure and extreme sports, Women’s Sports, Fantasy Sports or Team Sports
Follow Sports people on social media or watch sports on social media
Parenting
Expecting Parents
Internet users expecting their first child
Expecting to have their first child in the next year OR are planning to adopt/foster their first child
Thrifty Parents
Internet using parents making a little a lot
Have at least 1 child
Describe themselves as thrifty
Spend time looking for the best deals
Special offers incentivize purchase
Young Parents
Young internet using parents
Aged 16-24
Have at least 1 child
Parental investors
Internet using parents investing for the future
Have at least 1 child
Have at least 2 types of investment OR are planning on buy Bonds, Options or Stocks
Heritage-Focused Parents
Parents aiming to instill traditional values
Have at least 1 child
Maintaining Traditions is important to them
They believe in traditions
At least 3 of: Attend religious services, Cook / eat traditional food for everyday meals, Follow sports teams popular in our family's country of heritage, Listen to music, Read books / stories together, Socialize with other families of similar heritage, Play sports, Visit our family's country of heritage, Watch TV programs relevant to our family's heritage
Family-Focused Workers
Parents focused on family not career
Have at least 1 child
Actively employed
Being a good parent is important to them
Strive for a good work/life balance
Interested in parenting/childcare
Career-Focused Parents
Internet using parents focused on careers
Have at least 1 child
Full time worker
Doing well at work is important to them
DO NOT Strive for a good work/life balance
Social Media
Memers
Content focused social media users
Use at least 2 social media platforms daily
Follow entertainment/meme/parody accounts
Interested in Memes on social media
Social Learners
Self improving social media users
Use at least 2 social media platforms daily
Use social media for inspiration
Learning new skills is important to them
Social Fashionistas
Fashion focused social media users
Use at least 2 social media platforms daily
Interested in Fashion, Clothing Choices and keeping up with trends are important
Opinion Gatherers
Social media users keen on recommends
Use at least 2 social media platforms daily
Trust what reviews say about products / services
Reviews from consumers or recommendations are a key part of path to purchase, or social media is used for inspiration
Social TV Viewers
People using social media while watching TV
Use at least 2 social media platforms daily
Browse social media while watching TV
Enjoy watching shows everybody is talking about
Social Gamers
Gaming focused social media users
Use at least 2 social media platforms daily
Watch gaming videos and have watched a lets play
Travel
Business Travelers
Internet users who travel far for business reasons
Travel for business internationally or national every 3 months
Domestic Vacationers
Internet users who only regularly travel within the US
Travel domestically once a year
DO NOT Travel internationally once a year
Prefer vacationing in the US
International Cruisers
Internet users who go on cruises internationally
Travel internationally once a year
Have taken a cruise, using a big cruise brand
International Non-Hotel Travelers
International travelers who tend to not stay in hotels
Travel internationally once a year
Stay in rented room / property (e.g. Airbnb) at least once a year
Used Airbnb, HomeAway or Vrbo
Jet-setters
Internet users who vacation away very frequently
Have a national or international vacation every 6 months
Interested in travel
Culture Vultures
Internet users who travel for experiences
Travel internationally once a year
Enjoy vacationing in new places or Destination is more important than hotel
International Adventurers
Internet users who travel for thrills
Travel internationally once a year
Interested in Action / Adventure or Winter Sports
International Environmental Travelers
Regular travelers concerned about their impact
Travel internationally at least once a year
Worried about the environmental impact of their travel
Select at least two of the following: most want brands to be sustainable, interested in the environment, believe the environment is going to get worse, helping the environment is important to them
International Pre-Packed Travelers
Internet users who travel using packed deals
Travel internationally once a year
Prefer packed deals for vacations