Market segmentation 265
Table 10.8 People UK
Life stage 1 Starting Out
Silver spoons Young people with affluent parents
Popcorn and pop music Singles in low value housing
Friends in flats Young flat sharers
Urban multicultural Mixed metropolitan singlesLife stage 2 Young with Toddlers
Legoland families Prosperous marrieds with pre-school children
Caravans and funfairs Young families in mid-value homes
Struggling singles Single parents on low incomesLife stage 3 Young Families
On the right track Up-market executive families
PC parents Affluent liberal young families
School fetes Aspiring couples with young children
Car boot sales Traditional families with average incomes
Camping and cottages Moderate incomes, outdoor pursuits
Loan-loaded lifestyles Low incomes and high loans
Satellites and scratchcards Poorer families without bank accountsLife stage 4 Singles/Couples No Kids
Telebanking townies City flat sharers with affluent active lifestyles
Solvent set Financially aware middle-aged singles/couples
On the terraces Blue collar singles
Pubs and pool Poorer singles in deprived areasLife stage 5 Middle Aged Families
Serious money Wealthy families in exclusive areas
Affluent intelligentsia Cultured well-off couples
Two-car suburbia Prosperous people with teenage children
Conventional families Comfortable households with traditional values
Cross-channel weekenders Moderately well-off settled families
Gardens and pets Established families in country areas
Neighbourhood watch Average incomes, suburban semis
Staid at home Families with teenage children in low value semis
Tabloids and TV Lower income families with older childrenLife stage 6 Empty Nesters
Prosperous Empty Nesters Older couples living in expensive houses
Young at heart Older couples with active interests
Cautious couples Modest lifestyles and moderate means
Radio 2 fans Average incomes and traditional attitudes
Urban elderly Poorer couples in council housing
Beer and Bookies Low income families with teenage children