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Back to the Always On Consumer

Meet the Working Professional:

1) Cross-platform devices and activities
2) Online vs. traditional content consumption habits
3) Mobile
4) Shopping
5) Leisure
6) Media and advertising
7) What makes the Working Professional unique?
8) Demographic profile

1) Cross-platform devices and activities
Working Professionals are often highly connected via on-the-go devices, including mobile, tablets and MP3 players – often for work purposes.  Given this, they are also heavy users of computers at work and 84 per cent more likely than average to use a work computer to access the internet – the highest figure across any of the Always On consumer types. 

Working Professionals use technology to stay connected, stay informed, keep in touch and get the job done – often via their work computer or mobile phone.

Working Professionals also stay in touch with their often work-centred networks via email and chat.  This type of consumer is four times more likely to read the news on their mobile phone and three times more likely to send emails from their mobile than the average consumer.

2) Online vs. traditional content consumption habits
Work computers are widely used for most online activities apart from gaming and to a lesser extent social media:  despite high levels of connectivity Working Professionals are not the biggest users of social networks, they tend to be social ‘lurkers’ rather than social sharers or connectors.

As well as being twice as likely to email and almost three times more likely to use messaging functionality  from their work computers,  Working Professionals are more than twice as likely to also use these devices for listening to music, reading news and keeping up with current affairs, and streaming or downloading video. This is likely a reflection on their working hours.

Their pattern of news consumption crystallises the shift from traditional to digital media. Despite their appetite for consuming online news, they are four per cent less likely to read an actual newspaper and just three per cent more likely to have watched TV in the last seven days.  One contrast to this is magazines; they are 12 per cent more likely to have read a magazine in a typical week.

Working Professionals are 80 per cent less likely to want to receive adverts on their phone

3) Mobile
Along with the work computer, mobile phones are central to the Working Professional’s life, and they are more likely to use devices that are suitable for business use.

The ability to still be connected when on-the-go and to keep up to date with news while simultaneously getting through their hectic work schedule is the expectation of the Working Professional.  This segment is almost three times more likely to see the importance of having Internet access when on the go, and over twice as likely to say their phone should help them get their work done when and where they want.  Of the four Always On Consumer profiles,  Working Professionals  are the most likely to use their mobiles for emailing. 

While not hugely invested in social media, Working Professionals do use their mobiles to plan their social lives, relying on their phone to plan what to do and where to go in their free time.

4) Shopping
Although Working Professionals have embraced online shopping, what really interests them is using their mobile phone to make shopping in-store easier. Thirty two per cent say they would be interested in services that let them use their phone to make purchases in a store; they’re more than twice to be interested in this service than the average consumer.

Social media has little influence on the Working Professionals’ shopping habits.  They are 40 per cent less likely to follow their favourite brands on social sharing or networking websites and almost 50 per cent less likely to purchase products they see advertised on such sites.

Whether shopping on or offline, Working Professionals prefer the more upmarket and classic brands. At work or play, they like to project a professional image and will favour brands such as Reiss, Hackett or LK Bennett and shop at department stores such as Debenhams. Upmarket sports brands such as Blacks are also favourites of the Working Professional.

5) Leisure
Work hard and play hard is a theme for Working Professionals and their consumption of news is matched by their love of sport whether watching, participating or collecting sports memorabilia. They have the available funds, and teamed with a desire to relax, they have a preference for participating in sports that take them into the great outdoors.  Cycling, skiing and golf are all sports that they’re twice as likely to get involved in as the average consumer. They’re also 94 per cent more likely to backpack and hike.

Being healthy is important and they also keep fit by going to the gym regularly, being 40 per cent more likely to keep fit at least three times a week.

6) Media and advertising
This group’s online media consumption is focussed on business, news, sports and travel. Reflecting their desire to be informed and up to speed, they’re also avid readers of online consumer reports, and they trust these expert insights more than peer reviews on social networking sites for instance. When they do read a magazine it is likely to be a business, sports or an airline publication.

LinkedIn is the social network of choice for the Working Professional – they are almost three times as likely to use this networking site.  While they do use Facebook, they prefer reading other people’s posts than sharing themselves and will wait to receive friend requests rather than sending request to others.

The Working Professional is open to advertising – just not on their mobile devices. They are 13 per cent more likely to find ads useful for finding out about products, but 82 per cent less likely to be interested in receiving adverts on their mobiles.

7) What makes the Working Professional unique?
Work hard and play hard could be the Working Professionals motto. Life often seems to revolve around work, however, although they’re ambitious and career focused, they do not class themselves as workaholics. They just love their careers.

Working Professionals are outgoing and well-connected but they just don’t really embrace social or celebrity culture. Where they do engage in social media it’s more likely to be business focussed.

Technology and devices are used to keep them connected, informed and on top of their careers.

8) Demographic profile
The Working Professional Always On consumer is typically male, relatively young (between 35-44 years old) and affluent. They are more than twice as likely to be university educated, and almost three times more likely to earn more than £100,000 than the average consumer.

In terms of their online behaviour, Working Professionals are Trackers and Newshounds according to Mosaic Digital Insights – they spend their online time keeping an eye on their investments and monitoring financial markets or keeping up to date with sports or current affairs.

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