18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
Dividing a market into groups of consumers with similar needs, characteristics, or behaviors.
Why it matters
Enables tailoring of offerings and messaging to specific groups instead of addressing everyone at once.
What's missing without it
Without it, communication becomes so broad that it doesn’t resonate with anyone, and budget is spread evenly across interested and uninterested audiences.
When it is used
When defining target audiences, positioning, and planning campaigns.
How we use it
Segmenting consumers by age, income, lifestyle, and brand loyalty.
Fun fact
Classic criteria include geography, demographics, psychographics, and behavior. The strongest segmentation rarely comes from age — more often, it’s based on why people buy.
Numbers worth knowing
Market research in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
31%
Odsetek konsumentów korzystających z AI na pewnym etapie ścieżki zakupowej, około 3-krotnie więcej niż 18 miesięcy temu.
Boston Consulting Group (BCG)2026global
Figures from the same field — collected in our market data base.