APRIL 2023
PAGE 8
62% of respondents are male, and all three segments are found in each gender group. Conflicted respondents are more likely to than others to be men.
Income Conflicted respondents are significantly more likely to report annual household income of more than $100K compared to other segments. Personal Injury lawyers should market strongly to the Under 50 consumer, since majority of that age group falls as in the Conflicted category, which responds well to leagal advertising.
BASED UPON THE STUDY DATA...
While there are some differences in gender distribution and income between segments, none are sufficient to clearly identify which segment a prospective client will be in. However, attorneys must recognize the preponderance of clients under 50 who are conflicted and assume that many prospects of that age are likely to feel the same.
HOW STUDY PARTICIPANTS FOUND AN ATTORNEY:
Where Study Participants First Heard of the Attorney they Last Hired:
45% of respondents say they first heard of the attorney last hired from a family member, friend or neighbor. 20% say they heard of the attorney through traditional or social media advertising. Only 5% say they heard of the attorney they last hired through their social media network. Trusting and Skeptical respondents are more likely to cite family members, friends and neighbors than Conflicted respondents, who are more likely to cite advertising, online search and social media than other segments.
45% of the study participants cite family, friends, or neighbors as the source of how they first heard of the attorney they last hired.
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