Lindsey Davis Technology for Marketing Target Account Profile 14 ...

Spring 2013

Lindsey Davis Technology for Marketing Target Account Profile 14 Hands Wine

14 Hands (Wine : Domestic Dry Table) Pints *** Total Consumption BehaviorScape Framework

LifeStyle

Segment

BehaviorStage

Affluent Struggling Cosmopolit Comfortable Suburban Urban Country an Centers Spreads Cores

Modest Working Towns

Plain Rural Living

Total

Start-Up Families HHs with Young Children Only < 6

0.9%

2.7%

0.7%

0.6%

0.8%

0.8%

6.6%

Small Scale Families Small HHs with Older Children 6+

0.8%

1.6%

1.0%

0.5%

1.5%

1.0%

6.5%

0.5%

1.0%

0.7%

0.6%

0.7%

0.8%

4.3%

0.7%

2.1%

2.4%

0.6%

0.9%

0.9%

7.7%

Young Transitionals Any size HHs, No Children, < 35

2.4%

1.4%

0.8%

1.2%

1.5%

0.9%

8.3%

Independent Singles 1 person HHs, No Children, 35-64

2.2%

2.7%

0.6%

1.8%

1.2%

1.5%

10.0%

Senior Singles 1 person HHs, No Children, 65+

1.0%

0.9%

1.3%

0.8%

0.9%

1.3%

6.3%

Established Couples 2+ person HHs, No Children, 35-54

2.0%

6.3%

5.8%

0.7%

1.8%

2.3%

18.8%

Empty Nest Couples 2+ person HHs, No Children, 55-64

3.6%

4.2%

2.7%

0.4%

2.2%

1.3%

14.4%

Senior Couples 2+ person HHs, No Children, 65+

1.1%

7.1%

3.3%

0.5%

2.6%

2.5%

17.0%

15.2%

30.0%

19.4%

7.7%

14.1%

13.5%

100.0%

Younger Bustling Families Large HHs with Children (6+), HOH