Audience categories

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  • Created by: Meganxx
  • Created on: 22-05-14 11:24
MainStreemer
Makes up 40% of all consumers, doesn't want to stand out from the crowd, wants trustworthy and reliable products
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Aspirers
Personal status is very important, aspires to succeed, wants smart and fashionable products all about image
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Succeeders
All ready 'made it' in life, had nothing to prove looking for comfort and can pay for it, responds to powerful advertising
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Reformers
Highly influential people, well educate, quality of life comes before maternal wealth and are less impressed by status
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Explorer/Individualist
Won't be part of the crowd, likes to discover new things, attracted by brands that offer new experiences
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A Demographic
Upper/Middle class, high managerial/very well paid/professionals, Judges, scientists, surgeons
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B Demographic
Middle Class, Middle management/well paid professionals, Doctors, teachers, store managers
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C1 Demographic
Lower middle class, Skilled 'white collar jobs', junior management, nurses, bank clerks, admin and officers
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C2 Demographic
Skilled working class, 'Blue collar professions', Plumber, Electrician, carpenter
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D Demographic
Working Class, Semi unskilled, waitress, labourer, postman
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E Demographic
Pensioners, unemployed, students, causal workers
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(Lifestyle) 'YACKS' Young Adventurous, Keen and Single
18-24/no heavy financial burdens/Lives with parents or rents cheaply
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(Lifestyle) 'EWES' Experts with Expensive Styles
25-33/no children/has a mortgage and possibly married(double income)
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(Lifestyle)'BATS' Babies Add The Sparkle
Similar to Ewes however have the responsibility of raising a child- lower income
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(Lifestyle) 'CLAMS' Carefully Looks At Most Spending
33-44/ Heavy financial burdens/ a mortgage/student loans to pay off and school fees for children
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(Lifestyle) 'MICE' Money Is Becoming Easier
45-55/ near the peak of their careers and earnings/children about to move out/mortgage almost paid off
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(Lifestyle)OWLS Older With Less Stress
55+ peak of career and earnings, children have moved out and the mortgages paid off
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Other cards in this set

Card 2

Front

Personal status is very important, aspires to succeed, wants smart and fashionable products all about image

Back

Aspirers

Card 3

Front

All ready 'made it' in life, had nothing to prove looking for comfort and can pay for it, responds to powerful advertising

Back

Preview of the back of card 3

Card 4

Front

Highly influential people, well educate, quality of life comes before maternal wealth and are less impressed by status

Back

Preview of the back of card 4

Card 5

Front

Won't be part of the crowd, likes to discover new things, attracted by brands that offer new experiences

Back

Preview of the back of card 5
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