Understanding retail, software & online tax service users.
With options like retail walk-in tax prep, software services, or online filing, how do taxpayers decide? The data scientists at the consumer research agency Exponential.com dove into the data to uncover the factors that may make someone more (+%) or less (- %) likely to utilize one of three common filing methods.
Notably, they ignored most professional tax practitioners and focused instead on the "retail" market.
But the glimpses are nonetheless interesting and may be instructive. For example, Minneapolis taxpayers choose to do their taxes online about 36% more than the average American. In Detroit, they're more likely to be retail "walk-ins."
- Retail Walk-In: Aged 65+ +27.6%; Aged 21-29 +3.7%
- Software: Aged 50-64 +59.5%; Aged 65+ +55.9%
- Online: Aged 21-24 +82.4%; Aged 25-29 +24% Boomers -31.3%
- Retail Walk-In: Truck drivers +65.7%; Executives -43.6%
- Software: Teachers +43.1%; Non-profit employees +30.8%; Small business owners -14.1%
- Online: Real estate investors +30.8%