Research Writer

New data shows what current customers of the two cereal brands have in common — and don't

From television habits to social media usage to opinions on the decline of the American family, no two consumer groups are perfectly aligned. This maxim even applies to current customers of two leading cereal brands that have been around since the mid-20th century: Special K and Cheerios.

Individuals who have purchased a box of Special K in the past 30 days, for example, are eight percentage points more likely than Cheerios customers to report that they normally eat a cereal bar during breakfast. Cheerios customers, on the other hand, are nine points more likely to say they use Snapchat at least once per day. When it comes to top TV shows watched in the past month, Special K customers have been binging on Netflix's Narcos, while Cheerios customers have been laughing along with The Big Bang Theory.

For more differences and similarities between the two consumer groups, please see the inforgraphic below:

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