Retail Sector


Online discount retailer, Amazon, is number one in both the overall multi-category rankings and in the discount retail sector. Affordable fashion brand, Old Navy, has the highest rank in the clothing retail sector.

Using YouGov Profiles we can see how Amazon’s customer preferences compare to those of American adults in general. Amazon customers are more likely to like Louis C.K. and Amdy Samberg, and more likely to watch Kill Bill. No surprise one of their favorite hobbies is browsing the Internet.

The Old Navy shopper is more likely to listen to Nicki Minaj and Pink than American adults overall. Among the Old Navy shoppers, shopping is a favorite hobby.

YouGov Profiles is the new segmentation and media planning tool powered by over 100,000 data points collected from over 150,000 YouGov panelists who share their thoughts and opinions about brands, on and offline media consumption, advertising preferences and daily activities.

Test drive Profiles here with our Profiles-Lite application.  You can get a feel for the data by trying out all our non-brand categories.







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