Urbanites

Urbanites in all major UK conurbations are characterised by their busy lifestyles and spontaneous purchasing habits, and a general culture of immediacy. Busy lifestyles mean a time-poor audience, and this has knock-on effects as to how they purchase, spend their leisure time, and consume media.

Shoppers

‘Shoppers’ is a broad term which encompasses most of the population; we all tend to do shopping of one sort or another at some point.  Here we split up shoppers into 3 sectors depending on life style – Main shopper, Top up shopper and Retail shopper.

Prosperous Professional

Prosperous Professionals are characterised by their more considered approach to purchasing. They tend to be those in the market for high-consideration purchases, such as motors and holidays. Time pressured but with a keen desire to maintain a healthy work-life balance, their lives are divided between the working week and the leisure weekend.

Youth

A notoriously eclectic and hard to define group, young people move in many different tribes and are generally fiercely protective of their sense of individuality, even if it is a collective individuality. Yet no matter which tribe they associate with there are many common attributes and attitudes linking them all together.

Empty Nesters

Forget the old view that Empty Nesters are in mourning at the loss of their children from the family home. These days many Empty Nesters are more likely to be relishing the coming of their ‘second youth’ and the opportunities that increased financial freedom and lesser family responsibilities bring.

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