Experian Psychographic Attitude Segments

Consumers likely to be knowledgeable and buy in-store or online; always carefully research purchases online first, shop around and compare prices before buying. Key Theme: good deals.

Consumers likely to go for the bargains and the Internet helps them find discounts so they don't pay full price. Key Themes: affordability and ease.

Consumers likely to be loyal to their brands, stores, services, and their country; knowledgeable and the most environmentally responsible group who incorporate green practices on a regular basis. Key Themes: experience, trust, and reliability.

Consumers that are likely to purchase necessities; they know what they want before they go shopping and are not impulsive Shopper. Key Themes: no nonsense.

Consumers likely to consider shopping fun and recreational; they like to browse as much as buy; willing to travel to stores and spend the money and time necessary to keep up with trends. Key Theme: image.

Consumers that are likely "try- sumers"; they like to try new products, stores and styles; connect and interact with preferred brands; shopping brings enjoyment to them. Key Themes: attention, approval, quality and image.

This segment contains consumers who are likely to be mobile users "Social Connectors". Social Connectors consider cell phone communication a central part in their lives and a bridge to their social world.

This segment contains consumers who are likely to be mobile users Pragmatic Adopters and consider cell phones part of everyday life but more functional than entertaining.

This segment contains consumers who are likely to be mobile users Mobirati's and consider cell phone devices a central part of every day life and represent the mobile generation.

This segment contains consumers who are likely to be mobile users Mobile Professionals and their cell phone helps them keep up with their professional life and personal life.

This segment contains consumers who are likely to be mobile users Basic Planners and consider cell phones just for the basics and another communication device.

This segment contains consumers who are likely to be Technology Wizards who rely heavily on technology and new gadgetry.

This segment contains consumers who are likely to be Technology Novices who consider technology as limited impact on their life and are disconnected from emerging technology.

This segment contains consumers who are likely to be Technology Journeymen who consider technology as an important part of life and are skilled users of new technology.

This segment contains consumers who are likely to be Technology Apprentices who take advantage of technology using internet and gadgets to large extent but still have room to expand usage.

This segment contains consumers who are likely the opposite of advertising receptivity, including not watching television commercials and not making purchase decisions based on advertising.

This segment contains consumers who are likely receptive to advertising, including finding advertising as interesting, a high level of "ad curiosity", and enjoyment in reading advertising.

This segment contains consumers who likely consider the perception of magazines as informative, the perception of magazines as entertaining, magazines as a cost-effective media and as a narrow media channel.

This segment contains consumers who likely consider newspapers as informative, the perception of newspapers as trustworthy, and the perception of newspapers as informative and the view of the newspaper as an important source of local news.

This segment contains consumers who likely consider radio as informative, reliance on radio for quick news updates and the perception of radio as entertaining.

This segment contains consumers who likely consider the perception of television as informative, the perception of television as entertaining and willingness to arrange personal schedule around television programming.

Consumers who are likely to value features and technology more than the traditional calling features in helping to get information and keeping up with news. It also reflects the willingness to use a cell phone to decide where to go and what to do.

This segment contains consumers who are likely to switch service providers for different reasons including better quality, plans, or technology.

This segment contains consumers who are likely to use a landline phone or use a cell phone for basic calling as well as the tendency to reserve a cell phone for emergency use.

This segment contains consumers who are to spend a quiet evening at home than go out; time is more valuable than money, duty before enjoyment and spending time at home with family.

This segment contains consumers who are likely view money as the best measure of success, willingness to sacrifice time with family to get ahead, view self as workaholic and world view that people get what they deserve in life.

Consumers who are likely Type M: Affectionate, passionate, loving, romantic, amicable, amiable, affable, benevolent, kind, good-hearted, warmhearted, sincere, sociable, friendly, cheerful, likable, trustworthy, competent, reliable, and responsible.

Consumers who are likely Type P: Brave, courageous, daring, adventuresome, broadminded, open-minded, liberal, tolerant, creative, inventive, imaginative, artistic, funny, humorous, amusing, witty, intelligent, smart, bright, and well informed.

This segment contains consumers who are likely Type S: Efficient, organized, diligent, thorough, frank, straightforward, outspoken, candid, self-assured, confident, self-sufficient, and secure. (Not [Awkward, absented-minded, forgetful]).

This segment contains consumers who are likely Type L: Refined, gracious, sophisticated, dignified, reserved, conservative, quiet, and conventional.

This segment contains consumers who likely buy things that friends and neighbors approve of as well as keeping abreast of changes in fashions and styles.

This segment contains consumers who are likely to resist buying unknown brands to save money and looking for brand names on packages.

This segment contains consumers who are likely to buy products because of children, either products that are child requested or products because of a child's welfare.

This segment contains consumers who likely change brands for sake of variety and novelty, spur of the moment purchasing and lack of planning major purchases.

This segment contains consumers who are likely knowledgeable about products, including reading product labels and shopping to take advantage of bargains.