Back in high school there were people who were โheavy usersโ of sex. Remember them?
They often had one characteristic in common โ they were promiscuous.
They didnโt just have lots of sex with one person. As we used to say, they โgot around.โ
The world of commerce is like that, too. Heavy users in a category tend to be promiscuous. They tend to try lots of different brands in a category. They get around.
In his book How Brands Grow, Prof. Byron Sharp gives a good example of this. Someone who is a heavy user in the fast food category might go to McDonaldโs 4 out of 10 times; Subway 2.5 in 10; Wendyโs 1.5 in 10; Taco Bell 1 in 10…etc.
Excerpt from: Marketers Are From Mars, Consumers Are From New Jersey by Bob Hoffman