Audience: Psychographics

Young and Rubicam: Psychographics

Your psychographic group

Aspirers

Introduce your example couple that represents your group:

Names: Jeremy and Nicole

Where do they work/study?
Jeremy - Sales assistant, aspires to be an entrepreneur
Nicole - Fashion designer, aspires to own fashion magazine

What do they do in their spare time?
Jeremy - PS4, cooking
Nicole - Window shopping, shopping, brand searching

Now suggest their media consumption  

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet?

Tablet users mostly but sometimes print during travel

Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package - Freeview or Sky? Films?

Sky+, and generally blockbuster or mainstream cinema

On demand, Netflix

E-media: What technology do they own? What websites do they visit (if any)?

Apple users, Twitter, online news, social media, Netflix, tablet users.