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Avid Cinema Goers
These are active cinema goers, looking at film reviews, reading up on forthcoming releases and premieres of major films, looking at cinema top 10's, watching trailers, reviewing content on new releases and researching cinema listings.
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Book Lovers
Engaging in book reviews, recommended reads, information on authors they are browsing the book sections on sites and searching for books to purchase across book buying sites or looking for bookstores. |
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Comedy Fans
This group loves its live comedy, reviewing what's on at stand-up comedy clubs and who is on the circuit as well as researching in to individual comedians. |
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Casual Gamers
This segment is reading content around gaming and popular games, visiting online gaming magazine sites, browsing cheat codes and hints. Often online gamers, they are researching into consoles and visiting games shopping sites with an eye on buying. |
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Classical Music Buffs
A high-brow group, they are consuming content around composers, CD reviews, classical concert listings as well as art and culture. They are actively buying classical CDs, DVDs and downloading music via online shopping sites. |
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Family Film Enthusiasts
Reading content, and reviews on the latest releases as well as purchasing films of a family-orientated nature (e.g. Disney, Pixar and films of a PG or U classification) this segment also show other family related traits, including looking at family holidays and family days out. |
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Celebrity Gossip Seekers
This fun-loving segment craves information and content around showbiz, entertainment and TV celebrities. Fans of soaps, reality TV and cult shows they are regularly hunting out the latest news on what is happening in the glamorous world of celebrities. |
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Hard Core Gamers
Heavy users and contributors to gaming blogs much of this segment's leisure time is devoted to playing and mastering games online. Hugely in to Massively Multiplayer Online games (MMO), they are early adopters, seeking out the latest games and versions of hardware and then willingly contributing their opinions on review sites. |
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Horror Film Fanatics
A segment based around the horror-film genre, they are purchasing DVDs from shopping sites, reading horror related content, browsing film reviews and searching out fan events. |
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Live Music Goers
A segment that enjoys the atmosphere of live concerts and events, they are actively reviewing gig guides, researching festivals, reading band forums and blogs, looking out for news on forthcoming tours and using ticket swap sites. |
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Rom-com Lovers
A female-biased group that enjoys rom-com films, dramas and books, they are seeking content across this genre, reading information around stars of Romcom films and relevant gossip. |
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Sci Fi/Fantasy Fans
These fanatics are devouring content on a wide range of relevant areas including films, books, actors/actresses, authors, conventions, video games and collectibles. |
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WIi/Family Gamers
This segment is researching and purchasing Wii products – consoles, games and peripherals – as well as looking at information and review sites. It is also in-market for family related offerings. |
