Ben
Competitive Male Urbanites
Male, recent graduates, with a ‘work-hard, play-hard’ attitude
5% of all adults; 10% of adult men
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Jamie
Sports Team Lads
Young blokes enjoying football, pints and pool
5% of all adults; 11% of adult men
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Chloe
Fitness class friends
Young image-conscious females keeping fit and trim
5% of all adults; 9% of adult women
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Leanne
Supportive Singles
Young busy mums and their supportive college mates
4% of all adults; 8% of adult women
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Helena
Career-Focussed Females
Single professional women, enjoying life in the fast lane
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Tim
Settling Down Males
Sporty male professionals, buying a house and settling down with partner
9% of all adults; 18% of adult men
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Alison
Stay at Home Mums
Mums with a comfortable, but busy, lifestyle
4% of all adults; 9% of adult women
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Jackie
Middle England Mums
Mums juggling work, family and finance
5% of all adults; 10% of adult women
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Kev
Pub League Team Mates
Blokes who enjoy pub league games and watching live sport
6% of all adults; 12% of adult men
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Paula
Stretched Single Mums
Single mums with financial pressures, childcare issues and little time for pleasure
4% of all adults; 7% of adult women
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Philip
Comfortable Mid-Life Males
Mid-life professional, sporty males with older children and more time for themselves
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Elaine
Empty Nest Career Ladies
Mid-life professionals who have more time for themselves since their children left home
6% of all adults; 12% of adult women
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Roger & Joy
Early Retirement Couples
Free-time couples nearing the end of their careers
7% of all adults; 6% of adult women, 8% of adult men
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Brenda
Older Working Women
Middle aged ladies, working to make ends meet
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Terry
Local ‘Old Boys’
Generally inactive older men, low income and little provision for retirement
4% of all adults; 8% of adult men
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Norma
Later Life Ladies
Older ladies, recently retired, with a basic income to enjoy their lifestyles
2% of all adults; 4% of adult women
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Ralph & Phyllis
Comfortable Retired Couples
Retired couples, enjoying active and comfortable lifestyles
4% of all adults; 5% of adult men, 4% of adult women
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Frank
Twilight Year Gents
Retired men with some pension provision and limited sporting opportunities
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Elsie & Arnold
Retirement Home Singles
Retired singles or widowers, predominantly female, living in sheltered accommodation
8% of all adults; 2% of adult men, 14% of adult women
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