Wal*mart Shoppers

Some interesting demographic information in the 6 October Ad Age.

The average consumer has a household income of $45,245. For Wal*mart shoppers the figure is $41,847.

Wal*mart shoppers are slightly older (45.0 versus 44.6 for all shoppers) and slightly less educated (13.9 years vs 14.1). Nearly a quarter of Wal*mart shoppers have four year degrees.

So the stereotype of the typical Wal*mart shopper doesn't fit. They really are not that different from the average consumer. No surprise given that over 100 million of us go to Wal*mart each week.