Market Segmentation

Ben - 1

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 - 2

Jamie

Sports Team Lads

Young blokes enjoying football, pints and pool

5% of all adults; 11% of adult men

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Chloe - 3

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 - 4

Leanne

Supportive Singles

Young busy mums and their supportive college mates

4% of all adults; 8% of adult women

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Helena - 5

Helena

Career-Focussed Females

Single professional women, enjoying life in the fast lane

5% of all adults; 9% of adult women

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Tim - 6

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 - 7

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 - 8

Jackie

Middle England Mums

Mums juggling work, family and finance

5% of all adults; 10% of adult women

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Kev - 9

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 - 10

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 - 11

Philip

Comfortable Mid-Life Males

Mid-life professional, sporty males with older children and more time for themselves

9% of all adults; 18% of adult men

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Elaine - 12

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 - 13

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 - 14

Brenda

Older Working Women

Middle aged ladies, working to make ends meet

5% of all adults; 10% of adult women

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Terry - 15

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 - 16

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 - 17

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 - 18

Frank

Twilight Year Gents

Retired men with some pension provision and limited sporting opportunities

4% of all adults; 8% of adult men

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Elsie & Arnold - 19

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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