Modern Mamas
Whether they identify themselves as stay-at-home-moms, happy homemakers, or desperate housewives, these women control the bulk of household ...
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Whether they identify themselves as stay-at-home-moms, happy homemakers, or desperate housewives, these women control the bulk of household spending and make purchasing decisions on everything from toilet paper to travel plans. They are typically in their mid-twenties to mid-forties and have children in elementary school or younger. Their household incomes range from average to well-above.
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Tree Huggers
These healthy-living, eco-concious consumers enjoy yoga, organic food, and fresh air. They are willing to spend a little more on products th...
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These healthy-living, eco-concious consumers enjoy yoga, organic food, and fresh air. They are willing to spend a little more on products that are friendly to the environment or better for their bodies. They may be single, living with a significant other, or married and generally have an above-average household income.
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Waist Watchers
These viewers are either trying to lose weight or are actively working to maintain their physique. They are willing to pay for goods or serv...
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These viewers are either trying to lose weight or are actively working to maintain their physique. They are willing to pay for goods or services that encourage a healthy lifestyle or support their goals. They are typically in their late-twenties to mid-fifties and have an average household income.
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Motorheads
These predominately male viewers like things that go "vrrooom." They may read car magazines, fix up cars for fun or a living, and watch anyt...
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These predominately male viewers like things that go "vrrooom." They may read car magazines, fix up cars for fun or a living, and watch anything about wheels and a gas tank. They are generally in their twenties to forties and have household incomes ranging from below-average to well-above.
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Political Junkies
Whether they get their fix from "Meet the Press" or "Morning Joe," these viewers have a jones for political journalism. They read newspapers...
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Whether they get their fix from "Meet the Press" or "Morning Joe," these viewers have a jones for political journalism. They read newspapers and magazines and may even work in the public sector. They are typically well-educated homeowners with an average-to-high household income.
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Frequent Fliers
These business travelers are often on the go, but when they're home they may unwind with an old movie, catch up on the news, or plan their w...
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These business travelers are often on the go, but when they're home they may unwind with an old movie, catch up on the news, or plan their weekend home improvement project. This male-skewing audience of thirty- to- fifty-somethings generally has a high household income.
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Sightseers
These mostly retirement-age viewers enjoy all kinds of leisure travel and are often planning their next trip. They are typically married wit...
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These mostly retirement-age viewers enjoy all kinds of leisure travel and are often planning their next trip. They are typically married with average to high household incomes.
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The Boys
These young men in their twenties and early thirties are generally single. They may live on their own or with housemates. Their incomes are ...
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These young men in their twenties and early thirties are generally single. They may live on their own or with housemates. Their incomes are average or somewhat below, but they spend what they have on going out, buying video games and electronics, attending concerts or sporting events, and taking care of their cars.
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The Girls
These young women in their twenties and early thirties are generally single and living on their own or with housemates. Their incomes are av...
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These young women in their twenties and early thirties are generally single and living on their own or with housemates. Their incomes are average or somewhat below, but they spend what they have on going out, buying fashionable clothes and accessories, attending cultural events, and decorating their apartments.
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