The Average Bonbowl User is... How old!?
Blog Post Written by: Mike - Founder of Bonbowl
We recently concluded a study to learn more about our customers and we learned some interesting things
When we sold the first Bonbowl around 2 years ago, I had the idea that Bonbowl would be used primarily by college students or twenty somethings living with roommates or in studio apartments. It was easy to picture a 22 year old coming home from class or work and using Bonbowl to make a bowl of mac and cheese for dinner. This is the target audience that we have successfully marketed to. So far they have been loving Bonbowl and all of our assumptions were correct. However, when looking at our customer data, we realized something very interesting that has made us change the way we market.
Marketing Bonbowl as a product for college students and young professionals living in cities has been great for Bonbowl, but we soon realized that we were ignoring almost half of our customer base. Within a few months of launching, we started to have enough data to understand who was purchasing Bonbowls and two interesting things really stood out of the data. The first was that the average age of Bonbowl users was 43 years old. WAIT WHAT!?
So you might see that data and say ok maybe a lot of Bonbowls were being purchased for someone as a gift by their parent or grandparent and the end user might still be a college student. We had this same question, so we purposely asked customers who the end user would be and what their age was, and the average customer was indeed 43 years old.
We took a step back and started to think about it and it makes complete sense. While college students are only cooking for themselves, so are a lot people that are 55+ years old. The main features of Bonbowl that we were marketing were cooking single servings without the need to take out everything in your kitchen, making cooking as well as cleanup a breeze. While we know that the average 22 year old isn't thrilled with doing dishes, neither is the average 65 year old!
Since completing this customer research, we have learned so much about Bonbowl users. We have talked to users that are young and old, and it has been delightful to hear how they are using Bonbowl. We have heard many stories about customers that recently had kids move out of the house and no longer need to cook large meals so they use their Bonbowl for easy quick meals for themselves. We have heard from those who have lost a partner and are now living on their own for the first time ever and how Bonbowl has made cooking and cleaning for one a bit easier. Many of these customer stories as well as the data show that Bonbowl is used widely by anyone living alone or commonly cooking for one.
While the average age of Bonbowl users was of great interest to us, we also learned that Bonbowl customers are spread out all over the U.S. Most surprisingly the divide between urban and rural customers was mostly even. We had originally thought that Bonbowl customers would be concentrated more in cities because of constrained living spaces, but we were intrigued to learn that this was not the case. As with the data around average age of Bonbowl users, we learned that the place a Bonbowl user calls home is anywhere and the most common thread is that our users are living alone or commonly cooking single servings.
This data has been invaluable for helping us learn about our users and decide where to direct our marketing efforts. If you have any thoughts, we would love to hear from you! firstname.lastname@example.org
Fun fact: The oldest Bonbowl user from our study was 94 years old (shout-out to George from Missouri!).