Psychographics

Resigned
This group are known to be rigid, strict and oriented to the past. Brand choice stresses safety and the economy. 

Example couple - 

Frank and Anna - their aim is basic: it's to survive
Where they work/study: Frank – didn’t study at university, retired caretaker. Anna – did a history degree at the University of Oxford and is now a retired teacher.

What do they do in their spare time? Frank is always at the local pub having a catch-up with all of his other retired friends. Anna – babysits her grandchildren from time to time, other than that she spends most of her time at Church.

Media Consumption -

•Print: Both Anna and Frank read ‘The Guardian’ newspaper. They don’t use tablets because technology is too complex to them both to interpret.

•Broadcast: Both Anna and Frank like watching programmes such as ‘Bargain Hunt’, ‘Antiques Roadshow’ and ‘Coronation Street’.

They watch these programmes through Freeview, Sky doesn't appeal to them as they are traditional.
•E-Media: They are old-fashioned and use newspapers as a source to keep up-to-date with news.