AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and consumer behavior in America

Now in its 13th year, this in-​depth analysis of over 15,500 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers.

More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more.

Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.


AudienceSCAN goes way beyond demographics to reveal vital information about your client’s best customers, including:

1. Lifestyle Interests+Attitudes

including hobbies, dining, education, causes/​charities and other leisure activities

2. Shopping Behavior

with shopping preferences, pre-​purchase research tendencies, top chains and franchises preferred

3. Marketing Influence

including event marketing, cause marketing, advertising in traditional and digital media

4. Internet and Technology Usage

including websites, devices, mobile apps, streaming, blogs, podcasts, streaming subscriptions and more

5. Media Usage

including television, OTT, cable networks, radio, newspaper, magazine, direct mail, cinema, social media, and others

6. Sports Interests

for both participation sports and spectator sports

7. Entertainment Preferences

including movies, music, events and shows

8. Automotive Preferences

with vehicles owned, brands preferred, daily commute and dealership selection criteria

9. Health and Fitness Concerns

including ailments, allergies and exercise preferences

10. Future Employment

with job seeking plans, employer selection criteria, available job posting sources and business start-​up goals


1. Planned Purchasers

Consumers who actively plan to make a purchase or out-​of-​pocket payment in the next 12 months – includes home, medical, automotive, vacation, fashion, technology and leisure purchases. Plus exclusive insights on planned purchases by decision makers of U.S. businesses with 100 employees or less from our proprietary Selling to SMBs study.

2. Frequent Purchasers

Consumers who purchase the same type of product multiple times during a typical week, like ordering breakfast from a fast food restaurant

3. Potential Switchers

Consumers who are unhappy with a current service provider – like cable TV, wireless or health insurance – and may already be looking for alternatives

4. Future Event Attendees

Consumers who plan to attend any of 35 kinds of events in the next 12 months, like an auto show, health fair or ethnic festival

5. Aspirational Purchasers

Consumers who want to achieve or attain a personal goal in the next 12 months, like getting engaged, losing weight, going back to college or being more proactive in planning for retirement. Consumers desiring to make this kind of transition may also make them planned sellers of items like houses, cars and boats — as well as consumer goods to consignment or second hand outlets.


Every year, SalesFuel sets out to learn more about the people in the United States who are most likely to have similar interests or attitudes about a particular product, service or subject. The purpose of this research is not only to identify them demographically and geographically, but more importantly, psychographically, to understand what is in the hearts and minds of these potential customers. This proprietary study, now in its 13th year, has become widely known as AudienceSCAN.

In May and June, 2022, SalesFuel surveyed an online consumer panel of 27,310 adults that was representative of the adult population of the United States. 15,500 adults fully completed the AudienceSCAN survey.

All online survey interviewees were screened to identify and verify personal information, location and demographics and to delete all duplicate/​multiple entries. The survey respondents were controlled by geographic region, age, race and ethnicity, income, and gender to accurately reflect the adult population of the United States.


AudienceSCAN research is available through SalesCred, the SalesFuel API, and AdMall for Media+Agencies