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Shiny CACI People
UK consumer and market analyst CACI has introduced lifestyle information to its PeopleUK (PUK) classification tool. It can now place every adult in the UK into one of 50 consumer types, according to the individual's life stage, family composition, wealth, housing and leisure activities.
There are four broad categories, based on age, as follows.- 'Starting' accounts for 12.9% of the population, and is broken into smaller segments such as Gilded Youth, Clubs & Bars and Pushchairs & Playgrounds.
- 'Growing' is the largest group, covering 36.1% of the population, and includes Pubs & Pool, School Run & Sun, Golf & Gourmet, and Satellites & Scratchcards segments.
- The 'Maturing' category (31.9%) covers lifestyles from Gardens & Pets and Neighbourhood Watch to Bingo & Betting and Beer & Bookies.
- The smallest category, 'Advancing', reflects the different fates of the elderly from Antiques and Art to Meals on Wheels and Just Coping.
Each individual segment contains people with a similar income, family and housing type. For example, Bingo & Betting accounts for more than 300,000 UK adults, and refers to lower income families who live in traditional terraced houses, and have few savings or investments. Golf & Gourmet includes around 1.3m senior-level professionals who typically have a company car, above average incomes, and live in large, detached houses in the suburbs.
Despite the many segments associated with spending habits (including bingo, scratchcards, antiques and gourmet food), the largest groups in each category (Starting Work, Planning Ahead, Balancing Budgets and Keeping Up Appearances) reflect fairly cautious attitudes.
John Rae, Director of Business Development at CACI, commented: 'We're able to identify differences on customer databases even between people living in the same household, whereas other systems only work at a household or postcode level. This means our clients can hone their marketing strategies and communicate with customers more effectively.'
CACI is online at www.caci.co.uk
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