LifematrixTribe Wired. Digital, free-spirited, creative young singles.

Fun/antics. Aspirational, fun-seeking, active young people.

Dynamic duos. Hard-driving, high-involvement couples.

Priority parents. Family values, activities, media strongly dominate.

Home soldiers. Home-centric, family orientated, materially ambitious.

Renaissance Women Active, caring, affluent, influential mums.

Rugged Traditionalists Traditional male values, love of outdoors.

Struggling Singles High aspirations, low economic status.

Settled Elders Devout, older, sedentary lifestyles.

Free birds Vital, active altruistic seniors.