High Streets like to take their information

High Streets • like to take their information from other sources rather than discover things for themselves. • are keen to follow along when a fashion has been established. • brand style are more important than functionality or individuality. • are not the first to adopt new products but they will be ahead of the majority of the market They • are an active segment that is moderately interested in intellectual pursuits, arts and culture. • are prepared to spend money on luxury which tends to mean more things. © 2007 Arkenford Ltd

High Street Demographics Magazines Interests • Arts & culture • Films • Cooking • Music • • • 18% of the GB population Even split of ages; 30% under 35, 38% over 55 57% with internet access 30% have children at home 52% married or living as married; 24% single 50% ABC 1; 50% C 2 DE 64% taken an overseas holiday in the past 3 years 27% retired; 42% working full time 69% owning their home Television • Light watchers of TV Newspapers Internet • • Average on-line spend Information gathering Stay informed • Websites • – Late Rooms – OCADO – Oxfam © 2007 Arkenford Ltd

High Street - Follow well trodden paths We Holiday in well known resorts, sandy beaches, big hotels, where there is something for the all family to do. For Days Out we like to take the children to a farm, or aquarium perhaps. Next week we are going to The Eden Project. © 2007 Arkenford Ltd