Surf Consumer Insights

Who buys Surf? Surf consumers are generally very low income, African American, and senior age. Surf consumers are more likely to purchase Surf during larger pantry stocking trips. Brands such as Lysol, Clorox, and Angel Soft also tend to be purchased in the same trip. Sample consumer insights data below.

Surf Basket Penetration

The sample data below comes from real shopping receipts. InfoScout has America's largest purchase panel, and captures 1 in every 500 shopping trips. Learn more about our data

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$10.97
% of Basket $ (median)
12.5%
Total Basket $ (median)
$87.86

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Contact our sales team for real-time data and deeper insights, including:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Surf Consumer Demographics

demographic
index
Female
100
Male
97
<24
97
25-34
87
35-44
109
45-54
104
55-64
72
65+
156
African American
366
Asian
168
Caucasian
70
Hispanic
184
demographic
index
Has Kids
108
No Kids
83
- $20k
176
$20k-40k
99
$40k-60k
97
$60k-80k
123
$80k-100k
87
$100k-125k
90
$125k +
48
No College
107
College
101
Adv. Degree
85

Understand Surf Consumer Behavior

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Surf Basket Affinity & Size

brand
basket affinity
Lysol 7.8x
Clorox 7.4x
Angel Soft 6.7x
Blue Bonnet 6.6x
basket size
index
Urgent Need (1-2 Items)
15
Express Lane (3-10 Items)
63
Fill Up (11-20 Items)
172
Pantry Stocking (21+ Items)
341

Where is Surf Purchased?

channels
index
Club
284
Dollar
150
Drug
2
Food
62
Mass
102
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro 1.8x
Marlboro Gold Pack 1.7x
Blue Bonnet 1.7x
Gain 1.7x

How Did They Pay?

method
index
Cash
127
Credit
67
Debit
122
Food Stamps
83

When is Surf Purchased?

day of week
Sun
16.5%
Mon
13.0%
Tue
13.2%
Wed
11.1%
Thu
13.6%
Fri
13.3%
Sat
19.3%
time of day
Morning
14.1%
Noon
16.5%
Afternoon
36.0%
Evening
25.6%
Late
7.7%

Data shown is from 2014-2015. Contact us for real-time data.

Get Better Data

Contact our sales team for real-time data and deeper insights.

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Real-time purchase and demographic data

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What other brands do Surf consumers purchase?

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Why do Surf consumers try new brands?

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Where do Surf consumers prefer to shop?

Clients

Example InfoScout clients

Data Highlights

Real Time Shopper and Consumer Data

Daily, Not Quarterly
Rapid consumer and shopper insights.

More Shopping Trips Captured

1 in every 500 Shopping Trips
InfoScout captures 15 times more shopping trips daily than legacy panels.

Balanced Panel

The Real America
Our panel includes traditionally hard-to-reach segments like young mothers, high-income households and male millennials.

Examples of different retailer types

Omnichannel Visibility
Every retailer, from Big Box to Bodegas to Online.

Research the Surf Target Market

Arrow and target

Who actually buys Surf? Do these consumers match the intended target market of Surf?

Thought bubble

What motivates the target market to purchase Surf?

magnifying glass

What other target market should Surf look at?

venn diagram

Which other brands have a similar target market?

Where Does Our Data Come From?

InfoScout has America's largest purchase panel. We capture 1 in every 500 shopping trips because over 300,000 users upload their shopping receipts (paper and electronic) through our mobile apps. Additional data is collected through behaviorally triggered surveys taken in our apps.

Learn more about our data

What Does InfoScout Do?

InfoScout provides next generation consumer insights that explain why people buy in an omnichannel world. Our solutions include shopper profile reports, consumer surveys, buy & why studies, and insights subscriptions.

Learn more about us