Urbane Urbanites
The following section details the 4 Urbane Urbanites codes.
- London Living (2.1%)
- Majority living in the London TV region in gentrified terraced housing
- Very high percentage of online shoppers
- Tend to be aged 25-34
- Highly responsive to direct marketing
- Use the Internet to book holidays, compare prices, do research, make purchases
- Perpetual Students (0.8%)
- Students / graduates living in town centres outside of London
- Independant / Guardian readers
- Give to third world and homeless charities
- Tend to be private renters with very low car ownership
- They have low brand affinity and are not responsive to traditional media
- Espresso Elites (3.0%)
- Young professionals living in city centres, close to up-market coffee shops
- Many renting flats in modern apartments
- Intelligent and cultured
- Low car ownership but if owned tend to be luxury class
- Users of supermarket delivery
- Shop at small, upmarket stores
- Highly responsive to direct marketing
- Use the Internet for banking and shopping
- Yummie Mummies (1.5%)
- Age 30, with 60% of the households living very close to the best state schools
- Households tend to have multiple car ownership
- Enjoy the best health of all the codes
- Take multiple holidays to exotic destinations throughout the year
- Are highly responsive to direct marketing
Overview
The Urbane Urbanites make up 7% of the UK population. They tend to be young professionals, under the age of 35 and be sophisticated and educated. They live in city centres near up-market coffee stores and health clubs, and have excellent professional prospects. They tend to live in privately rented accommodation and are less likely to own a car, but if they do it is likely to be a luxury model.
Media & Shopping
Urbane Urbanites use online delivery grocery shopping and are responsive to email and traditional direct marketing channels for luxury goods. They read quality newspapers, visit the cinema regularly and are light television viewers. They are more likely to give to third world charities and tend to take 2 or more holidays a year to a variety of destinations.
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