E Types research appropriate to Festival goers

E Types

eTypes is a powerful and unique targeting tool that classifies every UK adult based on their online behaviour, their use of new technology, mobile phones and devices.
Marketing strategies can now be developed tailored to consumers lives ensuring the right message is being directed at the right consumer.

As the modern world has evolved there are many new technological ways in which consumers can interact with each other and with the organisations that they purchase from as well as the existing traditional methods. A behaviour pattern of technology usage allows for consumer analysis.

E Types is a powerful individual level targeting tool that allows you to identify those customers who:
Are most likely to be purchasing online
• Research your products online
• Organise their social lives online
Prefer to keep their business offline

UK adults are clustered together into 28 distinct types which is reflection of their lifestyle, technology usage and online behaviour. They consist of 24 online types and 4 offline which together form seven online groups (A-G) and one offline (H).

Consumer profiles from Mintel and Acorn have provided key information that allows myself to choose the following E Types for the festival consumer.



Group B (Frequent socialisers) Type 4: Young, supported networkers
I rely on the internet to plan what I’m doing socially
I tend to use instant messenger over email where available
It’s important to me to have the latest technology/ gadgets

*Youngest E- type
*18-24
*Mostly students who still live at home
*Internet is primarily for social basis and course work research
*Sites used: ebay, Myspace, YouTube, Piczo
*Enjoy self catering holidays in Europe, USA and Canada
*Mobile phone is very important; downloads, pictures, radio, podcasts, music



Group B (Frequent socialisers) Type 5: Low income entertainment seekers
- I feel part of the online community
It makes me really uncomfortable if I’m not able to check calls/ emails throughout the day
I rely on the Internet to plan what I’m doing socially
It’s important to me to have the latest technology/ gadgets

*Aged between 25-34
*Employment likely to be in retail/skilled work
*limited incomes therefore housing is rented either privately or through the council
*HIgh internet use but through other devices than computers; games console, tv, mobile
*Low online spend
*Internet usage includes forums, music downloads, ringtones, tv shows but no really as a research tool.
*Websites likely to be used: FHM, Pizco, Bebo
*Technology serves as status symbols and latest gadgets are aspired for
*Social lifestyles that include the pub, gambling, computer games and football.

Group B (Frequent socialisers) Type 6: Young, social networkers and texters
I rely on the internet to plan what I'm doing socially
I feel a part of the online community
Its important to me to have the latest technology/ gadgets
I tend to use instant messenger over email where available
*Aged 18-24 and most likely to be living at home with parents
*Regular internet use with limited spend but high use as as social network tool
*Internet is accessed through a variety of technological devices
*Website likely to be visited: limewire, YouTube, MySpace and Bebo
*Mobile phones are used in both traditional and new media forms and prefer text messaging as a form of contact

Group B (Frequent socialisers) Type 8: Private renters with high internet use
-I rely on the internet to plan what I’m doing socially
I like/ would like to be able to watch TV on my computer
I feel a part of the online community
It’s important to me to have the latest technology/ gadgets
I tend to use instant messenger over email where available

*Mostly Under 25’s with approximately one fifth being a student
*Most likely to be single living in privately rented flats
*>£20,000 income
*Online spend is low due to financial restraints but attitude towards internet spending is relaxed
*Internet is used for research, downloading and socialising
*Websites most likely to be used: MySpace, online magazines, bulletin boards, AOL, Right-move.






Group E Type 15: Striving young social users
I rely on the Internet to plan what I’m doing socially
I feel a part of the online community
I tend to use instant messenger over email where possible

*25-35 with average income that are with either purchasing or renting their homes
*Internet use and regularity is mixed
*Low internet purchase rate
*Interested in shopping but more via the high street
*Internet usage is centered on social activities including chat, music and watching Tv programs but also job hunting.
*The group shares a passion for music and the cinema
The internet is often accessed via internet cafes and is used to plan social lives
Likely websites to visit include Bebo, Flickr, YouTube, Myspace
Pay as you go mobile phones and MP3 players are key technology items for this group
Employment for this group includes office workers, shop workers, skilled manual workers



Group E Type 16: Fashionable social networkers
I rely on the Internet to plan what I’m doing socially
I feel a part of the online community
I tend to use instant messenger over email where possible

*Mostly 25-45 younger women with average household incomes
*Long-term internet users who are more comfortable than average with internet shopping
*Online spending is average even though they are online spenders
*Internet use is focussed toward work and leisure
*Leisure activities maybe be supported through internet research in the form of movie, concert or theatre research.
*Online leisure includes music downloads, photo sharing, competition entries and dating sites
*Fit the profiles of handbag.com and Guardian.com
*Not favoured fans of high tech gadgets or mobile phone enthusiasts