Young urbanites
Populated with students/ recent graduates
Flats and larger shared properties are common with a tendency to move regularly a trend.
leisure activities include sports, the gym, socialising in pubs and clubs, coffee shops.
Transport is by bus, train, tube, or walking
Technology savvy
The Guardian, Independent and Observer are the main choices of newspapers.
Type 19 Suburban Privately renting Professionals
Populated by the twenties and early thirties career developers, most of these people have chosen to live in easy reach of the major conurbations without being at the centre of them.
Property is mostly rented however some of this type have purchased their flats.
The close proximity to city centres allows for a diverse mix of transport methods including new cars, public transport, bike and walking.
Spread across these individuals lives is the use of the internet for both work and pleasure with the majority making online purchases.
The leisure activities of this type include sports and exercise whilst holidays are taken in the forms of weekend breaks and long haul. Other interests are concerned with shopping for clothes, eating out and the cinema.
Most of this type have a high interest in current affairs and regularly read the broadsheets without showing bias to any particular title.
key points:
High interest in outdoor leisure activities including golf, skiing, sports
Cinema is a large interest- advertising opportunity?
Large mobile phone bills- do they own iphones?
Read broadsheets to keep up to date with current affairs
Online shoppers
Use different modes of transport so are exposed to different forms of communications
Type 20 Student Flats and Cosmopolitan Sharers
This type is concerned with young single people renting one or two bedroom flats that are close to work or study. One thrip of this type are students and the environment is fast changing with a high turnover of occupancy.
This type is very technology savvy with the desire to embrace new technology even if purchase is not an option due to money constraints. The internet is used for both academic work and purchases.
These people have a very active lifestyle with social lives playing a large part in their lives. Evening leisure time is spent at the pub, clubbing or in the cinema with the same activities undertaken at home in the form of listening to music and watching films. This type also has a high magazine readership.
An interest is shown in current affairs by this type however this is more likely to be followed in the form of online reading. The papers The Guardian, The Observer, The Independent and The Times are most likely to be purchased.
Key points:
Fast paced lifestyle in all areas
High internet use
Big interest in music both in and out the home
Likely to share accommodation- interaction about tastes and interests is high
Transport taken by foot or public transport- outdoor advertising?
Type 23 Student Terraces
This type is concerned with students and generally the under 45’s. 38% of this category are student residents living in rented, shared accommodation.
This type have a keen interest to explore but due to financial restraints holidays to long haul destinations are often done in the form of backpacking. Another keen interest is clothes and fashion and therefore keeping up to date with trends.
The internet plays a large part in this type’s lives as it is used for playing games, booking travel, banking, clothes and music purchases and research.
Key points:
YOUNG population in this type
Everyday life is completed with the aid of the internet- youtube?facebook? viral ads?
Keen interest in traveling, clothes and fashion- explorers?
High mobile phone use- application downloads?
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