Media AudiencesSocial groups media habits

GROUP A

This group consist of •Bankers•Lawyers•Doctors•Surgeons•Scientist•Higher Management

•People in this group often live in owner occupied expensive houses, own holiday homes and have most luxurious holidays in the Caribbean's and Skiing holidays in the Alps. They own yachts, drive prestigious cars, e.g. Bentleys, Ferraris and Mercedes Benz.•They buy recognised expensive brands of clothes and jewellery, e.g. Louis Vutton, Gucci, Levi and Dior. •They are ready to pay more for food and services due to higher awareness of health issues and ethical concerns relating to food.•Hardly they engage in social media, film and music due to their already busy lifestyle.

•Ref: http://www.abc1demographic.co.uk/

GROUP B

This group consist of •Teachers•Middle management•Fairly well paid professionals

•People in this group often live in their own homes fully independent from government benefits. They own a mortgage, health insurance, reliable cars, significant equity, ability to invest in private education for children.•They buy recognised high street brands of clothes and jewellery. They buy brands like H&M, Next and House of Fraser.•They go on packaged holidays once or twice a year.•They spend approximately 2 -3 hours a day watching TV. •They eat and dine and fairly expensive high street restaurants.•More likely they don’t have time for social media, film and music

GROUP C1

This group consists of •Junior management•Bank Clerks•Nurses•‘White collar’ professionals

•People in this group often live in a low mortgage property. They receive government benefits such as working tax credits. They invest their leisure in fitness, attending shows, cinema and holidays.•They shop at high street shop for recognised brands yet not expensive. •They spend 2-3 hours per day watching TV, listening to radio and social media.•They own a car per household and shop for discounted packaged holidays at least once a year.They read newspapers such as, The Guardian, Daily Mail and Fitness magazines.

Ref: Gender, Civic culture and consumerism (Library Book)

GROUP C2

This group consist of •Electricians•Plumbers•Carpenters•Blue collar professions

People in this group live in rented property and mostly receive government benefits. They own a car which double up as the work vehicle. They buy DVD’s and CD’s to watch and listen at home. They shop for discounted brands online and buy food from local stores.They spend 4-5 hours watching TV, listening to Radio and on social media.They spend their leisure on local holidays in the sea side and visits local attractions.They read newspapers like, The sun, Daily Mirror and magazines like Vibe, Billboard and GQ

GROUP DThis group represent audience stereotypes.

•Manuals workers such as:•Drivers•Post Sorters•Warehouse Pickers

People in this group live on a very tight budget. They live on rented property most likely provided by local housing agencies.They shop from discount shops such as Lidl, Aldi, Poundland, Primark.They have no preference on fashion and cars.They travel on public transport or second hand bargain cars .They spend 6 -7 hours watching TV, Radio and on social media.They shop online for bargains. They read tabloid such as The Sun and Metro

GROUP EThis group includes

•Students•Unemployed•Pensioners

People in this group largely live on state welfare and benefits.They have no predefined spending habits as they do not have a specific income flow.They shop for bargain and discounted food and clothes.They have no preference of what fashion or brand they shop for.They spend a lot of their time watching TV, listening to radio and online on social networking sites.They watch programs such as Big brother, Celebrity get me out of here.They read mostly free media such as Metro, Telegraph and material on public transport.