A new survey from HookLogic outlines the three types of consumers—including Shop Around Sally—and strategies for how best to reach them.

How well do you know your customers? All online consumers can be broken down into three basic categories, says search advertising firm HookLogic.

The first type of consumer, whom the firm named “Shop Around Sally,” represents 46% of consumers. This consumer takes her time and does extensive research before purchasing. The second, “Buy Button Bob” HookLogic calls him, represents 41% of consumers—53% of them male. Bob wants to buy with minimal fuss. The third, named “Window Shopping Wendy,” represents 13% of consumers. Wendy is active online, and shopping is just one part of her online activity.

The three segments are based on a survey of 500 consumers who had shopped online within the past three months, examining shopping and conversion trends across a variety of product categories, including health, cosmetics, personal care, clothing, electronics and baby care.

Shop Around Sally’s average income is $60,000 and she spends $192 per month on average. 61% of consumers of this type are female. Sally is also a chronic shopping cart abandoner, the research found, due to her constantly trying to find the best deal. HookLogic recommends retailers give her side-by-side comparisons and plenty of ways to navigate an e-commerce site.

On the other hand, Buy Button Bob wants to be able to quickly find and purchase the products he wants. His average income is $59,000, and he spends $152 a month on average. HookLogic recommends catering to his desire for efficiency by streamlining navigation, reducing the number of clicks to buy and providing clear product information.


The final consumer type is Window Shopping Wendy, who constitutes just 13% of consumers. She makes on average $64,000 and spends on average $182 a month. 63% of Wendies are female. Unlike the other two consumers, Wendy browses without having a specific product in mind and is the most likely of the three consumer types to make an impulse purchase. HookLogic recommends offering Wendy suggested items while she’s shopping.

Consumer behavior can change depending on which category she’s shopping. When shopping for items in the clothing and accessories category, 55% of consumers behave like Sally, 29% like Bob and 16% like Wendy. Compare that to the electronics category, where 50% of consumers behave like Bob, 37% like Sally and 13% like Wendy.