Group A Wealthy Executive – Type 2
- affluent people in the U.K
- live in wealthy, high status suburban, rural and semi rural areas
- high level of savings. ISAs, stocks and shares and unit trust
- have computers at home
- they use computers for career, job planning, education, reference, home finance, buying gifts and making leisure bookings.
- they read the newspaper often:
- Telegraph
- The Times, Sunday Times
- Financial Times
- Daily Mail
- reads magazines like:
- Ideal Home
- Marie Claire
- they lead an active lifestyle
- live in Oxfordshire, Cambridgeshire, Warwickshire, Surrey, Hampshire and Sussex
- consumers with money and space to enjoy very comfortable lifestyles.
Group D Prosperous Professionals – Type 13,14
- well educated individuals in professional and managerial occupations
- lives in houses that tend to be large, four or more bedrooms
- high car ownerships, reflecting wealthy nature of neighbourhoods
- because of urban location, travel to work is mostly on public transport
- high income
- financially aware, have high level of savings and investments
- technologically sophisticated consumers
- uses internet for finances, buying products and services
- reads newspapers:
- The Guardian
- The Independent
- The Times
- The Observer
- lives in
Group D Educated Urbanites – Type 15~19
- young people, high qualified
- lives in flats in major cities
- professionals and managerial roles, working hard to further their careers
- high incomes
- looking to buy their own flats and making other financial investments.
- high disposable incomes
- may buy expensive car, but many prefer to use public transport to get to work
- go out regularly
- enjoy dining at restaurants and bars and are interested in the theatre and the arts
- well informed about current affair by reading newspapers
- The Guardian
- Financial Times
- The Independent
- will spend significant amounts on travel
- loads of money and love to enjoy it
Group F Aspiring Singles – Type 20
- young single people
- renting small one or two bedroom flats
- they live close to where they work or study
- mostly take public transport
- internet use is high
- active, socially and physically
- frequent coffee shops, theatre, cinema and clubs
- to relax, they read books and magazines
- interested in fashion, cinemas, arts
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