Tesco celebrates its 100th year as a business this year so we were determined to take a snapshot of the audience of that supports this established British business.
We were particularly interested in uncovering the different segments of the overall audience that had the greatest affinity to Tesco.
We discovered a range of different communities within the Tesco audience: Sport and TV fans, Foodies, Mummy Bloggers, Millennials, Students, Retail Professionals
We were particularly interested in understanding the student demographic. We learnt that the two big influencers for this segment were youtube duo Daniel Howell and Phil Lester and that social media was a hugely influential for this group of individuals, with this group more likely to be on Twitter than the other segment within Tesco audience.