Our personas are built using a range of demographic, attitudinal and behavioral profiling points from across GWI Core. Use them as audiences or run them against your own audiences to get an idea of what makes them special. Note that our personas are not mutually exclusive, and as such respondents may belong to multiple personas.
Our personas are broken down into the following categories:
Below you can find a short description of each segment, followed by the technical definitions for each persona. Respondents are assigned to a persona only when they meet all conditions laid out in the bullet points.
Tech & Devices
Smart Connectors
Tech-engaged smart device owners
Own at least 2 smart home devices
Interested in gadgets and technology
Mobile Dependents
Internet users reliant on their smartphones
Have done at least 5 different actions on their mobile in the last week
Tech Confident
Confident and enthusiastic tech users
Confident using new technology
Interested in Technology
Interested in gadgets, computers or science
Gamers
Gamers with an active interest in gaming
Interested in gaming and and fantasy sports
Follow gaming accounts on social media or have watched a gaming video in the last week
Health Technologists
People using tech to improve their health
Comfortable with tech trackers
Trust tech to improve their health
Use health and fitness apps
Interested in Technology
Early Adopters
People on the cutting edge of tech
Confident using new technology
Follow technology trends and news
Buy new tech products
Plan to update phone within next 2 years
Interested in gadgets and technology
Tech Suspicious
Privacy concerned internet users
Worried about being tracked online by companies and the government
Do at least 2 of the following: Use a VPN, decline cookies and clear their browsing history
Tech Trackers
People using tech to keep track of their lives
Comfortable with their activity being tracked
Don’t worry about the government or companies tracking them online
Track their screen time or their spending
Interested in Technology
Lifestyle
Online Activists
People using the internet to better the world
Interested in at least 2 of the following: charities, the environment, local issues, news, politics
Support good causes on social media
Contributing to community or helping others is important to them
Shopaholics
Online shopping enthusiasts
Use social media to find products
Follow brands they plan to or currently purchase from on social media
Have done at least 2 of the following online activities in the last week: Purchased a product/service, purchased secondhand/preowned item, used a buy now pay later service, used a price comparison tool
Trend Setters
Social Media Users who like to stand out
Post about their life on social media
Post or share videos on at least one platform
Standing out in a crowd is important to them
Socialites
Social Media Users growing their social circles
Use social media for at least 2 of the following: Discuss opinions, make new contacts, find like minded communities
Outgoing
Go-Getters
Social Media Users building their careers
At least 2 of: Ambitious, career-focused, money driven
Follow companies or contacts related to work
Use social media for work-related networking
Progressives
Internet Users with progressive ideals
Do NOT believe it’s important to maintain traditional gender roles
NOT traditional
Believe immigration is good for their country and all people should have equal rights
Describe themselves as open minded
Daredevils
Internet users that enjoy getting out of their comfort zone
Take risks
Learning new skills or challenging themselves is important to them
Sport Fans
Connected sports fans
Interested in watching sport and fantasy sports
Follow sports people on social media or use social media to watch/follow sports
Follow at least one sport
Follow at least one league
Foodies
Connected food lovers
Interested in food & drink and eating out
Follow restaurants, chefs or food personalities on social media
Have read/watched food recipes online in the last week
Brand-Loyalists
People enthusiastic about brands on the web
Loyal to the brands they like
Follow brands they plan to purchase and currently purchase from on social media
Seeing social media updates from their favorite brands is important
Traditionalists
Internet Users with traditional ideals
Traditional
Believe maintaining traditional gender roles is important
Do NOT believe all people should have equal rights
Jet-setters
Regular and keen travelers
Interested in travel
Have been on a vacation or business trip abroad at least 3 times in the last year
High income
Parenting
New Expecting Parents
Internet users expecting their first child
Have no children
Expecting to have a child in the next 6 months
Thrifty Parents
Internet using parents making a little a lot
Have at least 1 child
Describe themselves as Money-conscious
At least 3 of: NOT purchase premium products, purchases driven by discounts, spend a lot of time looking for best deals, purchase second hand items
Parenting focused workers
Internet using parents focused on home life
Have at least 1 child
Full time worker
Spending time with family is important
Parental investors
Internet using parents investing for the future
Have at least 1 child
Own at least 3 types of investment
Young Parents
Young parents who use the internet
Aged 16-24
Have at least 1 child
Career-Focused Parents
Internet using parents focused on careers
Have at least 1 child
Full time worker or full time worker with side venture
Spending time with family is not important
Being successful is important
Traditional Parents
Internet using parents with traditional values
Have at least 1 child
Traditional
Maintaining traditional gender roles is important
Social Media
Memers
Content focused social media users
Used social media for at least 1 hour in the last day they used them
Follow entertainment/meme/parody accounts
Use social media for Finding content
Social Learners
Self improving social media users
Used social media for at least 1 hour in the last day they used them
Use social media for inspiration
Learning new skills is important
Social Fashionistas
Fashion focused social media users
Used social media for at least 1 hour in the last day they used them
Use social media for inspiration and following trends
Fashion conscious
Take care of their appearance
Social Media Scrollers
People who use social media to fill dead time
Worry about spending too much time on smartphones or social media
Use social media to fill spare time
Used Social Media or watched short videos for at least 3 hours in the last day they engaged with each activity
Social TV Viewers
People using social media while watching TV
Used social media for at least 1 hour in the last day they used them
Use social media to discuss opinions or see what’s trending
Interested in TV
Social Shoppers
People using social media to help purchases
Used social media for at least 1 hour in the last day they used them
Word of mouth and social media is important in their purchase journey
Use social media to find products to buy