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Art & Culture Enthusiasts
A high brow group, with and interest in art, culture, classical music, theatre and reading they are viewing content on sites and blogs around these themes, looking at theatre reviews, reviews on gallery exhibitions, classical must concert listings as well as researching cultural city breaks. |
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Budget Conscious Shoppers
This segment is very much focused on getting value for money. From seeking out cheap holidays, what's in the sales, what are the bargains of the week and viewing value for money reviews, they are also regularly using comparison sites to find the best deals for them. |
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Career Seekers
This segment is actively reviewing content around jobs and careers. They are researching job sections of sites and carrying out searches within them, looking for career and new job advice, making use of salary calculators and also looking at graduate placement opportunities. |
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DIY Enthusiasts
A group that enjoys the challenge of carrying out improvements themselves, they are looking at 'how to' hints and tips, reading information concerning decorating and home improvements, seeking reviews on tools and visiting content concerning renovation and home make over programmes. |
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Eco-Friendly
Environmentally aware and wanting to do their bit, they are reading about the environment – from green cars, green fuels and recycling, through to articles around environmentally friendly products, eco friendly home improvements organic foods and fair trade. |
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Health and Fitness
Concerned with maintaining a balanced life, this segment is interested in all things healthy and wellbeing related. From information on diets, nutrition and healthy living through to exercise (esp. swimming, cycling running and gyms), wellness, outdoor activities and private medical insurance they are seeking out content to learn how to enhance their health. |
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Foodies
With a love for good food, they are seeking out the latest restaurant reviews and information on eating out, reading the wine and food sections of sites, studying recipes as well as taking an interest in healthy eating. |
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Fashionistas
Seeking to keep up with the latest styles, they are looking at articles and tips on fashion and beauty, searching for designer brands, reading about fashion shows as well as taking an interest in information on models and fashion houses. |
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High Net Worth Individuals
This segment is researching information on £1m+ properties, considering holiday homes and property abroad, reviewing stocks, shares and investments products and accessing sites with content that is of interest to a more affluent segment of society. This group is very much linked to the C-suite Level segment. |
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Luxury Goods Shoppers
Interested in the good things of life, they are reviewing content around luxurious living, researching luxury holidays, seeking out information around high end goods, couture and cars. |
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Mums to Be
This is made up of people researching and seeking information relating to a new family. This includes maternity wear, baby and nursery products, content around motherhood, pregnancy, baby names and tips on good parenting. |
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Outdoor Enthusiasts
Embracing an interest in the countryside and being outdoors, this group is interested in a wide range of content including hiking/walking rambling, camping and caravanning, bird watching, fishing, climbing, horse riding and mountain biking. |
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Online Shoppers
This is a group of confident online shoppers who are actively searching and researching products online, being regular users of shopping and comparison sites. |
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Pet Lovers
From pet insurance, pet products and vets through to cat shows, catteries/kennels, caring for animal tips and animal welfare information, this segment is actively seeking out all things pet-related online. |
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Silver Surfers
This group are visiting sites and looking for content that reflect their lifestage. From information around grandchildren, financial (pension and retirement planning), appropriate holidays and cruises, health and hobbies, they are particularly seeking information especially for over 50s and seniors. |
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Upmarket Home Makeovers
With an interest in interior design and redecorating, this segment is looking at furniture and furnishings, reading the 'Home' sections of sites, have an interest in interior design programmes and are seeking hints, tips and ideas to make a more beautiful home. |
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Graduate Life
Regularly going online via an 'ac.uk' domain, they are reviewing content around both current student life as well as post-university options. Be it information on student loans/finances, housing, student union activities, health, travel or music through to post graduate study, careers advice or graduate recruitment opportunities, this is a segment that will appeal to both youth-orientated and aspirational advertisers. |
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Young Families
This group is families with children under 10. They are researching into nursery care, schools (nursery, infant and junior schools), child care and childcare vouchers. They are looking at children's clothes, family holidays (e.g. Florida) as well as information around learning skills including swimming, languages and instruments. |
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Young Professionals
A segment in the early throws of driving successful careers, this group is hard working, aspirational and keen to spend money on enjoying the fruits of their labour. Their spending reflects a health and style conscious group who enjoy socialising, dining out and holidaying. |
