Citizen Urbane Urbanites

Citizen Urban Urbanites

3,467,000 Postal and Email Addresses

Background

The Urbane Urbanites account for around 7% of the population.  They are mostly aged under 35 years.  They are young professionals, well-educated and sophisticated.  They live near city centres with coffee bars and health clubs.  Lots live in private rented accommodation, they are less likely than average to own a car but if they do it will be a top of the range car.  Many of the Urbane Urbanites will go on to run their own businesses or will achieve MD level.  They read quality newspapers, buy luxury goods and like to buy their groceries online from Waitrose or Sainsburys.  They are more likely than the other groups to donate to 3rd world charities although they donate to a host of different types of charities.  They go to the cinema regularly but TV viewing is low.  They take two or more holidays a year to various destinations.  Mobile phones are on contract.

This segment will respond to offers including niche mail order catalogues (children’s products, educational, healthy living, environmental); quality newspapers (particularly the Guardian and Independent); holiday companies; automotive offers; mobile phone offers; charities (one off donations and regular giving for a range of types); new technology offers including ISP’s.

Urbane Urbanites can be broken down into 4 codes:  London Living (981k); Perpetual Students (381k); Espresso Elites (1.4m) and Yummie Mummies (696k).  These codes are selectable separately.