YouTube Audience Catalog

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Quick Links

Detailed Demographics Affinity Audiences

Life Events In-Market Audiences

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Detailed Demographics

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Detailed Demographic Categories

Parenting Stages Household Income Homeownership Status

Parents Top 10% Homeowner

Parents of Infants 10% - 20% Renter
Parents of Toddlers 20% - 30%
Parents of Preschoolers 30% - 40%
Parents of Grade Schoolers 40% - 50%
Parents of Teens Lower 50%

Marital Status Education Employment

Single Current College Student Company Size

In a Relationship High School Graduate Small (1-249 employees)
Married/In a Domestic Partnership Bachelor’s Degree Graduate Medium (250 - 999 employees)
Large (1000 - 10000 employees)
Advanced Degree Graduate
Enterprise (10000+ employees)
Industry
Construction Education
Financial Healthcare
Hospitality Manufacturing
Real Estate Technology
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Life Events

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 Life Events

Graduation Marriage Moving

Purchasing a Home Job Change Business Creation

Home Renovation Retirement New Pet

*In beta
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In-Market Audiences

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In-Market Categories

Apparel and Arts & Craft Baby & Children’s

Auto & Vehicles
Accessories Supplies Products

Beauty Products & Business & Computers &

Business Services
Services Industrial Products Peripherals

Consumer
Dating Services Education Employment
Electronics

Event Tickets Financial Services Food Gifts & Occasions

Musical
Home & Garden Media Instruments & Real Estate
Accessories
In-Market Categories

Software Sports & Fitness Telecom Travel

In-Market Catalog Back to the categories page

Apparel & Accessories Automotive & Vehicles Baby and Children’s Beauty Products and
Products Service
Activewear
Costumes Auto Parts and Accessories Baby & Children’s Apparel Bath & Body Products
Eyewear Auto Repair and Maintenance Child Car Seats Face Care Products
Formal Wear Motor Vehicles Childcare & Education Hair Care Products
Handbags Vehicles (Other) Diapers & Baby Hygiene Products Makeup & Cosmetics
Jewelry & Watches Infant & Toddler Feeding Perfumes & Fragrances
Lingerie Strollers & Baby Carriages Spas & Beauty Services
Luggage Toys & Games Tanning & Sun Care Products
Men’s Apparel
Outerwear
Shoes & Socks
Swimwear & Underwear
Wallets, Briefcases & Leather Goods
Women’s Apparel

Business Services Computers and Consumer Electronics Dating Services

Peripherals

Advertising & Marketing Services Computers Audio In Market for Dating Services
Business Financial Services Computer Accessories & Components Batteries
Business Printing & Document Services Printers, Scanners & Faxes Camcorders
Business Technology Cameras
Corporate Event Planning Game Consoles
Office Supplies Home Theater Systems
Payment Processing & Merchant Services Mobile phones and Mobile phone accessories
Payroll Services Power Adaptors & Chargers
Staffing & Recruitment Services Televisions
In-Market Catalog Back to the categories page

Education Employment Event Tickets Financial Services

Foreign Language Study
Post-Secondary Education
Primary & Secondary Schools (K-12)
Study Abroad Programs
Test Preparation & Tutoring
Accounting & Finance Jobs Concert & Music Festival Tickets Banking Services
Career Consulting Services Performing Arts Tickets Credit & Lending
Clerical & Administrative Jobs Sports Tickets Financial Planning
Education Jobs Insurance
Executive & Management Jobs Investment Services
Government & Public Sector Jobs Tax Services
Health & Medical Jobs
IT & Technical Jobs
Internships
Legal Jobs
Resumes & Portfolios
Retail Jobs
Sales & Marketing Jobs
Temporary & Seasonal Jobs

Gifts and Occasions Home and Garden Real Estate Software

Cookware & Bakeware

Flowers Commercial Properties Antivirus & Security Software
Home & Garden Services
Gift Baskets Moving & Relocation Audio & Music Software
Home Appliances
Holiday & Seasonal Items Residential Properties Business & Productivity Software
Home Decor
Party Supplies & Planning Design Software
Home Furnishings
Personalized Gifts Tax & Accounting Software
Home Improvement
Photo & Video Services Video Software
Home Security
Wedding Planning
Household Supplies
Outdoor Items
Pet Supplies
Tableware
In-Market Catalog Back to the categories page

Sports & Fitness Telecom Travel Musical Instruments &

Accessories

Fitness Products & Services
Outdoor Recreational Equipment
Sporting Goods
Cable & Satellite TV Providers Air Travel In-Market for Musical Instruments &
Internet Service Providers Bus & Rail Travel Accessories
Mobile Phone Service Providers Car Rental
Cruises
Hotels & Accommodations
Trips by Destination

Arts & Craft Supplies Business & Industrial Food Media

Products

In-Market for Arts & Craft Supplies Food Service Equipment Baked Goods Books
Material Handling Equipment Candy & Chocolate DVDs & Videos
Signage Condiments & Sauces Video Games

Work Safety Protective Gear Cooking & Baking Ingredients

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Affinity Audiences

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 Affinity Categories

Banking and Finance Beauty and Wellness Food and Dining

Home and Garden Lifestyle and Hobbies Media and Entertainment

News and Politics Shoppers Sport and Fitness

Technology Travel Vehicles and Transportation

*Affinity Audiences also include Consumer Patterns

Affinity Catalog Back to the categories page

Banking and Finance Beauty and Wellness Food and Dining Home and Garden

Avid Investors Beauty Mavens Coffee Shop Regulars Do-it-Yourselfers

Frequently Visits Salons Cooking Enthusiasts Home Decor Enthusiasts
Cooking Enthusiasts/30 Minute
Chefs
Cooking Enthusiasts/Aspiring Chefs
Fast Food Cravers
Foodies
Frequently Dines Out

Media and Entertainment

Book Lovers Movie Lovers/Family Movie Fans Music Lovers/Pop Music Fans
Comics and Animation Fans Movie Lovers/Horror Movie Fans Music Lovers/Rap and Hip Hop Fans
Gamers Movie Lovers/Romance and Drama Movie Fans Music Lovers/Rock Music Fans
Gamers/Action Game Fans Movie Lovers/Sci-Fi and Fantasy Movie Fans Music Lovers/Spanish Language Music Fans
Gamers/Adventure and Strategy Game Fans Movie Lovers/South Asian Film Fans Music Lovers/World Music Fans
Gamers/Casual and Social Gamers Music Lovers TV Lovers
Gamers/Driving and Racing Game Fans Music Lovers/Blues Fans TV Lovers/Documentary and Nonfiction TV Fans
Gamers/Hardcore Gamers Music Lovers/Classical Music Enthusiasts TV Lovers/Family Television Fans
Gamers/Roleplaying Game Fans Music Lovers/Country Music Fans TV Lovers/Game, Reality and Talk Show Fans
Gamers/Shooter Game Fans Music Lovers/Electronica and Dance Music Fans TV Lovers/Sci-Fi and Fantasy TV Fans
Gamers/Sports Game Fans Music Lovers/Folk and Traditional Music Enthusiasts TV Lovers/Comedy Fans
Light TV Viewers Music Lovers/Indie and Alternative Rock Fans TV Lovers/Drama Fans
Movie Lovers Music Lovers/Jazz Enthusiasts
Movie Lovers/Action and Adventure Movie Fans Music Lovers/Metalheads
Movie Lovers/Comedy Movie Fans
Affinity Catalog
Lifestyle and Hobbies
Art and Theatre Aficionados
Business Professionals
Family-Focused
Fashionistas
Frequently attends live events
Green Living Enthusiasts
Nightlife Enthusiasts
Outdoor Enthusiasts
Pet Lovers
Pet Lovers/Cat Lovers
Pet Lovers/Dog Lovers
Shutterbugs
Thrill Seekers
Technology
Mobile Enthusiasts
Social Media Enthusiasts
Technolphiles
News and Politics
Avid News Readers
Avid Business News Readers
Avid Local News Readers
Avid Political News Readers
Avid World News Readers
Entertainment News
Enthusiasts
Men’s Media Fans
Women’s Media Fans
Travel
Travel Buffs
Travel Buffs/Beachbound
Travelers
Travel Buffs/Family Vacationers
Travel Buffs/Luxury Travelers
Travel Buffs/Snowbound
Travelers
Trips by Destination
Shoppers
Shoppers
Shoppers/Bargain Hunters
Shoppers/Luxury Shoppers
Shoppers/Shopaholics
Shoppers/Value Shoppers
Shoppers by store type
Convenience Store Shoppers
Department Store Shoppers
Grocery Store Shoppers
Superstore Shoppers
Vehicles and Transportation
Auto Enthusiasts
Motorcycle Enthusiasts
Performance and Luxury Vehicles
Enthusiasts
Truck and SUV Enthusiasts
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Sport and Fitness
Health and Fitness Buffs
Sports Fans
Sports Fans/American Football Fans
Sports Fans/Baseball Fans
Sports Fans/Basketball Fans
Sports Fans/Boating and Sailing
Enthusiasts
Cricket Enthusiasts
Cycling Enthusiasts
Fight and Wrestling Fans
Golf Enthusiasts
Hockey Fans
Motorsports Enthusiasts
Racquetball Enthusiasts
Running Enthusiasts
Skiing Enthusiasts
Soccer Fans
Swimming Enthusiasts
Tennis Enthusiasts
Water Sports Enthusiasts
Winter Sports Enthusiasts
 Banking and Finance Back to the categories page

Avid Investors
Avid investors are people either amateur or professional, who spend a
considerable amount of time investing their own money. They are extremely
knowledgeable about market trends and religiously monitor the stock market
and business news. They not only invest their own money but are often called
upon by friends or family for advice. Their investments need not be limited to
stocks - Avid Investors will often seek out both traditionally risk-heavy (ie.
Forex) and risk averse (ie. Mutual Fund) opportunities.

Example Advertisers
➔ Mutual Fund Companies

➔ Banks
 Beauty and Wellness Back to the categories page

Beauty Mavens
Beauty mavens are people who spend a considerable amount of their
disposable income on beauty products (e.g. cosmetics, grooming products,
creams, nail polish etc.). They are well versed in the pros and cons of different
cosmetics and creams and have loyalties towards specific brands. Beauty
Mavens have personal beauty regimens that they have honed over many
years but are always open to improvements. They often watch tutorials on
makeup and skincare and contribute to user reviews. They can be found
online learning about the different beauty products or reading up about tips
and tricks on how to wear makeup or the latest hairstyle etc.

Example Advertisers
➔ Designer Clothing & Clothing Accessory Labels

➔ Cosmetics Companies

➔ Perfume Manufacturers
 Beauty and Wellness Back to the categories page

Frequently Visits Salons

People who regularly patronize establishments providing beauty-related
services like hair salons, barbershops, nail salons, tanning salons, etc.

Example Advertisers
➔ Cosmetic Companies

➔ Men/Women’s Health and Beauty Brands

➔ Haircare Products
 Food and Dining Back to the categories page

Coffee Shop Regulars

People who regularly patronize cafes or coffee shops (buying coffee, tea,
chai, or other beverages and light fare).

Example Advertisers

➔ Home appliance manufacturers and retailers

➔ Fast food companies

➔ Luxury coffee brands

 Food and Dining Back to the categories page

Cooking Enthusiasts
Cooking enthusiasts are people who cook often, whether it is for their
family or because they find it relaxing and leisurely. They can be found
online looking for recipes, watching food channels on YouTube and
generally searching for tricks and tips on cooking. While they may not
aspire to haute cuisine, cooking enthusiasts prefer home cooked meals
versus take out any day.

Example Advertisers

➔ Home appliance manufacturers and retailers

➔ Artisan cookware manufactures and boutique retailers

➔ CPG companies with new products to promote

 Food and Dining Back to the categories page

Cooking Enthusiasts: Aspiring Chefs

Aspiring Chefs love to cook. They try out different types of cuisines and
don’t fear complicated recipes. Cooking is a fun and relaxing activity for
them and one of their most enjoyable hobbies. They tend to cook multiple
times a week for themselves and their families and friends. They love to
hold parties to showcase their cooking. Aspiring chefs can be found online
looking at various recipes, reading about well-known chefs, etc. They can
also be found reading about and shopping for premium ingredients and
spices not used in everyday dishes.

Example Advertisers

➔ CPG companies

➔ Culinary schools

➔ Home appliance manufacturers and retailers

 Food and Dining Back to the categories page

Fast Food Cravers

Fast food cravers are people who eat fast food every week (sometimes
multiple times a week or even every day). They tend to be students,
working class families and those both on-the-go and on a budget. They
know and love particular food items or meal deals at specific restaurants.
Fast food cravers can be found online checking the time that the local
drive-thru closes in the hopes of slipping off the freeway on the way home
for a quick meal.

Example Advertisers

➔ CPG companies

➔ Fast food companies

 Food and Dining Back to the categories page

Foodies
Foodies love and enjoy good food. They eat out multiple times a week and
spend a significant portion of their disposable income on food. They know
the best local chefs and closely follow restaurant openings. Many foodies
engage in wine tasting or brewery tours. Some of them enjoy cooking and
are aspiring chefs. Foodies can be found online looking for restaurants,
reading up about new restaurant openings and making reservations for
dinner. They also often look up recipes, dig for user reviews, and watch
in-depth interviews with “celebrity” chefs.

Example Advertisers

➔ CPG companies

➔ Produce companies
 Food and Dining Back to the categories page

Frequently Dines Out

People who frequently purchase meals at restaurants and other dining
establishments.
● Frequently Dines out for Breakfast: people who frequently go out to breakfast or
brunch (at fast-food restaurants, diners, cafes, bagel shops, or anywhere else
where breakfast is served)
● Frequently Dines out for Lunch: people who often go out for lunch (at fast-food
restaurants, fine dining establishments, and anywhere in between)
● Frequently Dines out for Dinner: people who often go out for dinner (at fast-food
restaurants, fine dining establishments, and anywhere in between)

Example Advertisers

➔ Fast food companies

➔ Hotels

➔ Restaurant chains
 Home and Garden Back to the categories page

Do-It-Yourselfers
Do-it-yourselfers are people who tend to build, modify or repair things they own
without enlisting professional help. Their activities span from home
improvement projects (flooring, roofing, painting, etc.) to gardening/landscaping
projects to vehicle maintenance and repair. They are found online viewing pages
with tips for their new product or researching and seeking out products and
tools that they want to buy. They can be found shopping at home improvement
warehouses online and watching how-to videos on YouTube.

Example Advertisers
➔ Auto manufacturer targets Do-It-Yourselfers for their pickup trucks

➔ Home Improvement warehouse wants to target Do-It-Yourselfers

for their summer sale

➔ Cable Network wants to target DIYs to promote their new

renovation reality show
 Home and Garden Back to the categories page

Home Decor Enthusiasts

Home Decor enthusiasts take great pride in the decor, design and upkeep of
their homes. They have a very strong interest in home furnishings and decor
which they cultivate by browsing and shopping. They can be found reading up
on ideas about how to decorate and design their homes as well as browsing
online galleries of expert interiors. A good deal of their disposable income is
spent on home furnishings – anything from lighting to furniture.

Example Advertisers
➔ Home Decor and home furnishing stores.

➔ Contemporary wall art website

➔ Home cleaning product manufacturers who want to target home

decor enthusiasts to keep their homes clean and fresh
 Lifestyle and Hobbies Back to the categories page

Art and Theatre Aficionados

Art & Theatre aficionados have cultured tastes. They love the theatre and
performing arts such as Broadway shows, opera etc. They love watching
independent movies and foreign films. They enjoy activities such as ballroom
dancing and drinking wine. Many of them are well-versed in art, own paintings
from well-known artists and frequent art galleries in their neighborhood.
Online, they can be found browsing the “arts and theatre” sections of
newspapers, browsing reviews of the latest musicals or plays, reading artist
profiles, and buying tickets to art and theatre events.

Example Advertisers
➔ Specific types of furniture manufacturers

➔ Financial Institutions and Credit Card companies

➔ Car companies for their high end models

 Lifestyle and Hobbies Back to the categories page

Business Professionals
People who work in a corporate or business environment; "white-collar"
workers who have professional, managerial, or office jobs.

Example Advertisers

➔ Financial services

➔ Insurance companies
 Lifestyle and Hobbies Back to the categories page

Fashionista
Fashionistas are people who have a high degree of interest in the latest
fashion. They are up to date on clothing trends - what is in , what is not – and
often are the first amongst their friends to sport a new style. They take great
pride in their ability to dress and will shop from a variety of vendors and
brands to create their own personal style. They tend to have an affinity to
certain brands (depending on their sense of fashion). They can be found
online reading fashion blogs, devouring galleries from red carpet events the
day after and engaging in fashion week content throughout the year.

Example Advertisers

➔ Designer clothing and accessory brands

➔ Cosmetic companies

➔ Perfume manufacturers
 Lifestyle and Hobbies Back to the categories page

Family Focused
Family-Focused users are people whose life revolve around their family. They
spend considerable time reading about and discussing family, parenting,
marriage, and extended family activities. They may also be interested in
ancestry or genealogy.

Example Advertisers

➔ Travel companies

➔ CPG brands
 Lifestyle and Hobbies Back to the categories page

Frequently Attends Live Events

People who frequently attend live events, including concerts, sporting events,
and festivals.

Example Advertisers

➔ Ticketing sites

➔ Concert Promoters

➔ Event Sponsors
 Lifestyle and Hobbies Back to the categories page

Green Living Enthusiasts

Green Living Enthusiasts are people who are passionate about sustainable
living and strive to make environmentally-responsible choices. They read
about and are up-to-date on the most current environmental issues as well as
the latest environmentally-friendly technology. They tend to drive
hybrid/electric vehicles. They favor products that are more eco-friendly and
are known to check labels thoroughly before committing to purchase.

Example Advertisers
➔ Hybrid and electric vehicle manufacturers

➔ CPG company manufacturing non-toxic cleaners

➔ Non-for-profit organizations seeking to raise awareness of

environmental issues
 Lifestyle and Hobbies Back to the categories page

Nightlife Enthusiasts
Nightlife enthusiasts are people who love going out at night to socialize and
spend time with friends. They do so multiple times a week (especially on
weekends). A typical night starts off with dinner with friends followed by
hanging out at a bar or lounge “pre-gaming” before going to an event or club .
Nightlife enthusiasts tend to be younger and tend to live in urban areas. You
can find them online making reservations for their favorite restaurants,
researching lounge acts or researching travel options in nightlife-heavy
locales.

Example Advertisers

➔ Apparel and Beauty products companies

➔ Food & Beverage companies

➔ Perfume/Cologne manufacturers
 Lifestyle and Hobbies Back to the categories page

Outdoor Enthusiasts
Outdoor enthusiasts love nature and sports. They regularly engage in outdoor
activities like camping, hiking, kayaking, mountain biking, rafting, skiing,
boating, fishing, hunting, etc. Their weekends are spent outdoors and they
vacation at places that allow them to pursue their passions. They read
publications about these activities, look for and comparison-shop for goods
and services related to these interests. Often these people have apps that
measure their physical exertion or enhance the mapping capabilities of
standard GPS.

Example Advertisers
➔ Auto Manufacturers

➔ Tourism Boards

➔ CPG Companies
 Lifestyle and Hobbies Back to the categories page

Pet Lovers
Pet lovers consider their animal companions members of the family. They
spend a considerable amount of time interacting with and caring for their
pet(s), and looking for products for them. Their pets have a large variety of
toys and treats to choose from, and often have high-end shampoo, pet beds,
elaborate houses, fences/crates/cages, dishes, leashes/collars, litter boxes,
and even clothing. Pet lovers may subscribe to pet magazines and buy
calendars and other home accessories featuring their favorite animals. They
also buy cleaning supplies and waste disposal tools.

Example Advertisers

➔ CPG companies (candy, snacks, personal hygiene)

 Lifestyle and Hobbies Back to the categories page

Shutterbugs
Shutterbugs are amateur photographers. Whether they are capturing
memorable life moments or the beauty of nature, they always have a camera
with them. They look for and buy high-end cameras and lenses, conduct
research on the type of cameras they should buy, look for and purchase
digital photography software and other hardware and software products
related to cameras. A higher-than-average portion of their disposable income
goes into buying photography and video equipment.

Example Advertisers

➔ High-tech electronics companies

➔ Camera manufacturers

➔ Computer/software manufacturers
 Lifestyle and Hobbies Back to the categories page

Thrill Seekers
Thrill seekers are people who seek out higher-risk sports such as auto racing,
hang gliding, mountaineering, ice climbing, bungee jumping, etc.. These are
different from regular sports because of the inherent level of danger is higher
in these sports. Thrill seekers read about, watch and engage in sports
classified as extreme sports. They often look for ways to engage in the
particular sport they love and tend to travel to either amateur competition in
these sports or seek out vacation destinations where they can enjoy these
activities.

Example Advertisers

➔ Auto manufacturers

➔ Insurance companies

➔ Outerwear Manufacturer
 Media and Entertainment Back to the categories page

Book Lovers
Avid readers are people who read often, both offline and online. They read
many different kinds of magazines, news articles and other publications.
Often, they own ebook readers or purchase books so frequently that they
become a “library” for friends. They love being up to speed on the latest
novels from their favorite authors and many times will join book clubs or
other groups where like-minded individuals can share. Reading is an activity
they engage in everyday.

Example Advertisers

➔ Enterprise Software companies reaching business news readers

➔ CPG companies

➔ Apparel companies want to reach Celebrity/Entertainment News

readers
 Media and Entertainment Back to the categories page

Comic and Animation Fans

People who are passionate about comics, graphic novels or animated series
(including anime and manga).

Example Advertisers

➔ Movie Studios

➔ Game manufactuers
 Media and Entertainment Back to the categories page

Gamers
Gamers are people who regularly play games. They include people who play
games on video game consoles (Xbox or Playstation), on PCs and on mobile
phones. Gamers can either be hardcore gamers (i.e. focus on master difficult
games) or casual gamers (i.e. engage in games with family and friends or to
pass the time). Hardcore gamers are often found online looking for games on
their favorite platform (Xbox, PS3 or PCs) and reading up about tips and tricks
for games. Social and casual gamers can be found online usually playing
games or experimenting with mobile gaming apps.

Example Advertisers

➔ Games/Game systems manufacturers

➔ Computer and Television manufacturer

 Media and Entertainment Back to the categories page

Gamers: Hardcore Gamers

These are gamers that own one or more gaming consoles (Xbox 360, Sony
Playstation 3, etc.) and spend a significant amount of time playing alone or
with friends. Hardcore gamers often take part in video game culture
(competitions, conventions) etc. Many of these gamers contribute to the
gaming community by writing or creating games themselves. Hardcore
Gamers visit online gaming blogs in search of gameplay tips and to
collaborate with other gamers.

Example Advertisers

➔ Games/Game systems manufacturers

➔ Electronics manufacturer
 Media and Entertainment Back to the categories page

Gamers: Casual and Social Gamers

Casual and Social Gamers generally play games on their mobile phone, social
network or may own a Nintendo Wii. They play games as a recreation and
usually play games that are easier (ie Just Dance or Guitar Hero). You will find
them online when they are trying to locate which games to buy or checking
gaming ratings for their children. Many of them turn to gaming to pass the
time or de-stress at the end of a busy day.

Example Advertisers

➔ Games/Game systems manufacturers

➔ Electronics manufacturer
 Media and Entertainment Back to the categories page

Light TV Viewers

Light TV Viewers typically watch less than one hour of broadcast or cable TV
per day and tend to no longer be paying for cable or satellite TV services. They
consume most of their television and video content online, either through
streaming subscription services such as Netflix or Hulu, or via video streaming
sites like YouTube.

Example Advertisers

➔ CPG advertisers

➔ OTT Video Streaming providers

 Media and Entertainment Back to the categories page

Movie Lovers
Movie lovers love enjoy movies across a wide range of genres. Watching
movies (especially in theatres) is their favorite leisure activity. They are
up-to-date on all the latest releases, They tend to go to new movies within the
week they are released. At home they tend to have a large collection of their
favorite films on DVDs but often order “On Demand” programming to catch
the latest releases. Online, they can be found looking at movie reviews, buying
tickets to movies and reading up about upcoming releases.

Example Advertisers

➔ Movie production companies

➔ Many advertisers use the movies loved by people as an indication

of their personality
 Media and Entertainment Back to the categories page

Music Lovers
Music lovers spend a lot of time listening to music and cultivating their music
interests. They enjoy many different genres of music and are passionate
about their tastes. They own top of the line audio equipment, speakers and
headphones. They can be found online downloading music, streaming music
or researching the latest in audio technology. Many music lovers play
instruments or sing themselves and use the internet to locate sheet music or
practice groups. Many within this group seek out live music whenever their
time and budget allows and shopping for concert tickets.

Example Advertisers

➔ Many advertisers use the music loved by people as an indication of

their personality.
 Media and Entertainment Back to the categories page

TV Lovers
TV lovers watch hours of TV a day and are passionate about particular shows
and characters and they have a wide range of genres they watch. They own
multiple TVs and are masters of the DVR which enables them to record
anything they may miss. Their evenings revolve around their TV shows. Much
of their online video viewing is concentrated on TV shows where they can
often be found watching reruns of their favorite episodes. TV is such a big
part of their lives that they can also be found online reading celebrity news
about the lives of the various actors and actresses.

Example Advertisers
➔ Broadcasting companies

➔ Cable companies

➔ Television networks
 News and Politics Back to the categories page

Avid News Readers

Avid News Readers are people who stay up-to-date on news coverage
and generally enjoy reading newspapers and magazines (either online or
in paper form).

Avid Business News Readers: People who closely follow business and financial news;
they may track markets online and watch financial television
Entertainment News Enthusiasts: People who enjoy consuming celebrity news and
keep up with the latest gossip from the entertainment world
Avid Local News Readers: people who closely follow the news from their city or
community; they typically read the local newspaper and watch local television news
Men’s Media Fans: People who enjoy consuming content aimed at a male demographic,
including topics like men's health, fitness, and spanning genres like sports and
automotive
Avid Political News Readers: People who closely follow political news, and enjoy
contributing to discussions about politics
Women’s Media Fans: People who enjoy consuming content aimed at a female
demographic, including topics like women's health, fitness, and style
Avid World News Readers: People who closely follow national and international news
stories; they enjoy reading newspaper sections and magazines focused on international
affairs, or watching nightly national and world news programs
 Shoppers Back to the categories page

Bargain Hunters
Bargain hunters and coupon lovers are people who always seek out a
bargain and pride themselves on “never paying full price.” They collect
coupons and shop at discount outlets stores online and offline and are
willing to spend the time necessary to get the extra discount. They tend to be
students, recent grads or young families and forego big purchases until the
time and pricing are right. The bargain hunter looks at everyday shopping as
a competition to get the best price and they seek to win that competition as
often as possible.

Example Advertisers
➔ CPG companies

➔ Furniture companies

➔ Large restaurant chains

 Shoppers Back to the categories page

Luxury Shoppers
Luxury shoppers tend to buy expensive things from name brands that are
known for premium quality and cache.Whether it is in clothes, shoes,
accessories, electronics or automotive, the luxury shopper seeks out the
rare, often pricey item instead of its more common counterpart. They shop in
high-end stores and boutiques that carry brand names, which is of greater
importance to this shopper than most. What they wear, drive, and own is
something of a status symbol. They can be found online reading up on the
luxury brands, designers and accessories.

Example Advertisers
➔ Designer clothing labels and designer accessory labels

➔ Luxury auto manufacturers

➔ High end consumer electronics manufacturers

 Shoppers Back to the categories page

Shopaholics
Shopaholics love to shop. The thrill of acquiring the latest and greatest
clothes, electronics or toys is extremely pleasurable to them. Usually
shopaholics shop for a broad variety of things but enjoy the “thrill of the hunt”
when it comes to finding big sale events. Shopping is therapy for all their
problems in life. They spend most of their disposable income on shopping,
sometimes even more than they can afford. They can be found online on
different shopping websites. They also have multiple shopping apps on their
mobile phones that they use frequently.

Example Advertisers
➔ Retailers

➔ Apparel companies

➔ Jewelry and perfume manufacturers

 Shoppers Back to the categories page

Value Shoppers
Value shoppers are people who spend their money thoughtfully. They tend to
carefully research and price compare the items they buy. Often, they are
swayed in their decision based on the reviews that they read. Quality is
important to them, as is safety and value for their money. They are happy to
spend more as long as they know that they are getting well-deserved value
for their money. Brand value merely for the sake of status has little appeal for
them. Value shoppers can be found online reading product reviews across a
wide range of products and comparing prices etc.

Example Advertisers
➔ Auto manufacturers

➔ Appliance manufacturers
 Shoppers Back to the categories page

Shoppers by Store Type

● Department Store Shoppers: people who frequently shop at retailers
offering a wide variety of clothes, shoes, home furnishings,
housewares, etc. in different departments; typically somewhat
upmarket from "big box stores" (e.g. Macy’s, Nordstrom, Sears)
● Convenience Store Shoppers: people who frequently shop at small
stores offering a limited selection of groceries, beverages, toiletries
and hot food alongside gasoline, tobacco products, and magazines
(e.g. 7-Eleven, AM/PM)
● Grocery Store Shoppers: people who often shop for groceries for
themselves or their household
● Superstore Shoppers:: people who frequently shop at large format
retailers selling merchandise from many product categories
 Sports and Fitness Back to the categories page

Health & Fitness Buffs

Fitness enthusiasts are people that show a continuing interest in fitness and
health. They frequent sites that offer advice and tips on exercise, jogging,
and/or group fitness like yoga & pilates. Health & Fitness Buffs also care
about what they eat and see their diet as a critical part of wellness. While
they may not be “dieters” per se, they do seek out sites on healthy cooking,
healthy diet trends and the latest research into what keeps us well.

Example Advertisers
➔ CPG companies

➔ Gyms targeting people interested in fitness

➔ Footwear manufacturer
 Sports and Fitness Back to the categories page

Sports Fans
Sports fans are people who love sports. They spend more time than an
average user does watching games, reading about sports/athletes, following
game scores, etc. Sports fans tend to skew more heavily male. Often these
people engage in playing amateur sports themselves. They also tend to
spend a reasonable portion of their money on sports-related purchases (e.g.
sports programming, games, tickets, sports magazines etc.). They are the
first in the office to join a sports pool and often engage in “Fantasy” sports
with friends.

Example Advertisers
➔ Banks and Credit Cards

➔ Sports Drinks

➔ Telecoms Companies
 Technology Back to the categories page

Mobile Enthusiasts
People who own mobile devices, are highly active on them, and pay attention
to new mobile device releases and product advances.

Example Advertisers
➔ Manufacturers of high-tech electronics products

➔ Advertisers launching a new app

 Technology Back to the categories page

Social Media Enthusiasts

People who spend significant time engaging with social media, including
social networks, microblogging, forums and other online communities.

Example Advertisers
➔ CPG companies

➔ Electronics manufacturers
 Technology Back to the categories page

Technophiles
Technophiles love technology. They read up on all sorts of new gadgets (e.g.
the latest mobile phones, the latest in cameras, DVD players etc.) and new
technology (e.g. latest wifi technology, home automation). They love
tinkering with the latest gadgets and are well-versed in their functionality.
They spend a large portion of their income acquiring all these new toys and
consider it important to “beta test” the earliest technologies. They research
new purchases at length and contribute to user reviews and forums known
to attract like-minded individuals.

Example Advertisers
➔ Manufacturers of high-tech electronics products
 Travel Back to the categories page

Travel Buffs
Travel buffs' passion is to travel the world. They spent a considerable
amount of time researching the locations they want to visit and planning
their trips. You can find them online at websites ad forums devoted to travel
and exploration. While travelling, they immerse themselves in the culture of
the place they visit and love trying out the local cuisine, entertainment,
history, monuments, etc. In their leisure time, Travel Buffs like reading about
new potential destinations and viewing photographs from friends’ trips. A
large portion of a Travel Buff’s disposable income goes into travel.

Example Advertisers
➔ Airlines, Hotels and Car Rental companies

➔ Credit Card companies

➔ Insurance companies
 Travel Back to the categories page

Travel Buffs: Beach Bound

The beach bounds are people who love the water so much so that most of
their travel is oriented toward white sand and big waves. They desire
vacations where they can swim, surf, sail, water ski or just lounge in the sun.
They can be found online researching waterfront hotels and resorts and
locations known for the quality of their water sports or checking local
forecasts before they book a trip.

Example Advertisers
➔ Airlines and Beach Resorts

➔ Tourism Boards

➔ Skincare (sunscreen) or Apparel Brands

 Travel Back to the categories page

Travel Buffs: Family Vacationers

Family vacationers are parents who vacation with their kids and seek travel
opportunities that offer something for the “whole family.” They tend to look
for places to travel to that have accommodations catered to families (e.g.
in-house childcare, playgrounds, guided outdoor activities, etc.). Often times,
family vacationers holidays take them to child-friendly locations such as
theme parks, ski getaways, and all-inclusive beach resorts versus big cities.

Example Advertisers
➔ Child-friendly attractions (theme parks, ski resorts)

➔ Hotels and resorts

➔ Airline and car rental companies

 Travel Back to the categories page

Travel Buffs: Luxury Travelers

Luxury travelers travel in style, whether it be for business or pleasure, and will
pay the additional fee to have maximum comfort. They do not shy away
from travel to expensive, far-away locations for holiday (e.g. Bali, Tokyo, etc.).
Regardless of whether they are travelling for work, to meet family & friends,
or to vacation, they go “five star” from hotels to flights to luxury
transportation at their destination. For leisure, they seek out activities that
are a luxury for many: spa treatments, fine dining, one-of-a-kind private tours,
etc.

Example Advertisers
➔ Credit card companies

➔ Hotels and Resorts, Spa and Tourism Boards

➔ Airline and car rental/limousine companies

 Travel Back to the categories page

Travel Buffs: Snowbound

The Snowbound are people who love to engage in snow sports (e.g. skiing
and snowboarding) and seek destinations that afford them ample
opportunity to get out in the elements. Their primary goal in choosing a
vacation spot is finding a location that will allow them to engage in this
passion within easy reach of their accommodations. They can be found
keeping up with their choice of snowsport, researching the winter resorts
and checking the travel forecast for snow.

Example Advertisers
➔ Recreational Equipment and Apparel Brands

➔ Ski Hotels and Resorts

➔ Airline and car rental/limousine companies

 Vehicles and Transportation Back to the categories page

Auto Enthusiasts
Auto enthusiasts are people who love cars or motorcycles. Their cars are
their “pride and joy” and they usually have a more expensive car/ motorcycle
than their lifestyle can support. They are up-to-date on the latest models of
car / motorcycles as well as technological innovations. They frequent auto
shows because they love to test drive new cars even when they are not in the
market for buying them. They read car magazines and websites and watch
YouTube videos about cars (e.g. car test drive videos). They also tend to
continuously tinker with their cars - polishing, changing the spark plug,
getting new car speakers etc. and can often be found reading up on vehicle
maintenance and repair. They often advise their family and friends on the
best cars to buy as well as how to maintain them.

Example Advertisers
➔ Auto manufacturers
 Vehicles and Transportation Back to the categories page

Motorcycle Enthusiasts
People who engage with media about motorcycles, or people who are
considering purchasing a motorcycle in the near future.

Example Advertisers
➔ Auto manufacturers
 Vehicles and Transportation Back to the categories page

Performance and Luxury Vehicle Enthusiasts

Auto enthusiasts are people who love high end cars. They may or may not be
able to afford these luxury cars but they are well-versed in all the new make
and models from these premium manufacturers. Owning a luxury vehicle is
either a point of pride for them or a focused objective. As a recreation activity
they will test drive such cars at dealerships or attend auto shows in the hopes
of getting a first glimpse of a new model. Performance & luxury vehicle
enthusiasts are different from the regular auto enthusiasts because their
interest in these vehicles is limited to the luxury brands.

Example Advertisers
➔ Auto manufacturers
 Vehicles and Transportation Back to the categories page

Truck and SUV Enthusiasts

People who engage with media about trucks or SUVs, or people who are
considering purchasing a truck or SUV in the near future.

Example Advertisers
➔ Auto manufacturers