US: Bottled water firms should target 'Generation X' - study
Consumers are more likely to be receptive to social media, according to the study
Bottled water producers are being urged to step up their advertising on social media and mobile phone platforms to target 'Generation X' consumers in the US.
A study - 'Bottled Water in the US' - by research firm Packaged Facts, says that consumers who drink “relatively large quantities” of bottled water have an “above-average degree of receptivity” to this type of advertising. The report claims that 35- to 44-year-olds in the US are the biggest consumers of bottled water.
Frequent bottled water consumers are also more likely to be part of the US' “multicultural” population, the report claims. Consumers of “large quantities” of still water are 31% more likely than average to be Hispanic and 36% more likely to be African-American, the study said.
A separate report last month suggested that flavoured variants and demand in Asia are expected to help the global bottled water market grow to be worth US$280bn by 2020.
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