Upmarket university educated white collar professionals 30+. These urbanites enjoy leisure-intensive lifestyles. They like to travel, go out to eat, shop online and offline. Surrounding their homes are the signs of upscale living: High-end TV entertainment units, expensive cars, brands clothing, premium cosmetics. They regularly use social media and they will be the ones having the top mobile phone or tablet. Online they read business news, professional self-help guides and going out sites while they never miss reading the daily or weekly column of their favorite high-brow and opinionated editors.

Digerati are tech-savvy predominantly male 18-35 who live in urban areas. They are educated, gamers, heavily using social media for communicating with their friends, meeting new people and dating. They are the ones who are influencing their circle of friends on any tech-related decision. They follow the sports and are regular movies or TV series viewers. Online, they read the news and sports, niche technology/gadget/gaming oriented sites and are quite loud in raising their opinion in social media and online communities.

Women and men aged 25+ who are actively exercising (gym, running, biking, trekking, Pilates, yoga) and/or have adopted a healthy way of living (i.e. organic products, low fat food, fresh juices etc.) Online apart from any other mainstream activity they are following the news about fitness and health issues and any scientific article on those subjects. New parents are highly sensitive on any such issues related to raising their kids.

Consumers 24+ who are actively researching online the sedtination for their next recreational trip. Usually they start with a specific destination in their minds and then they are researching flights or ferry tickets, evaluate the hotel options they are given from booking websites and they are trying to create the itinerary for their time there by reading professional guides or user generated content. The time window until they make their final decisions is longer than Business Travelers and it can reach up to 30 days. Depending on the socio-economic level and demographic group, this activity can be happening on average 1-4 times per year.

This audience group is women 24+ biased. They take their cooking seriously, treating it as a new way of self-expression. In addition to following their beloved TV celebrity chefs online, they spend a big part of their internet time researching recipes and exchanging ideas with fellow home chefs.

Women aged 21+, predominantly with kids, who are the key decision makers for their household buys. They are seeking to buy the best for their family in a price that fits their budget, juggling with their demanding priorities and strained purse strings. Information they find online is a key factor influencing their product choices even in products they have been buying habitually in the past. Sites that are of special interest to them include: Couponing, Cooking, Home & Deco, Price Comparison and family oriented websites.

A slightly men biased Audience Group of vocal and influential politics afficionados aged 24 and above. They tend to visit frequently more than 2-3 websites to get a rounded view of political news and they are actively participating in heated political discussions on websites, blogs and social media. If you are looking for the true political influentials, they are the ones who are influencing the political decision making of their peers, family and friends.

The risk takers are men 18+ who are very much using the internet for testing their skills and luck: Sports Betting, Roulette, Poker, Forex you name it they have tried them all. Their mobile is the extension of their hands as they are continuously using it for all sorts of activities. They are heavy Facebook users, passionately follow sports, cars and beautiful women and are regular action movie or TV series viewers.

Smart buyers are usually online consumers 24+ who have been using the internet for some time. Their dedication to cut-rate prices stems from their reduced budgets and their consumer empowerment belief that in the internet there is always a better deal. Before any purchase online or offline they will review shopping comparison sites, coupon sites and read online product reviews. They are quite happy to share their expertise with their peer groups so they are quite influential. Usually, their hard-fact and functional mentality is following them in whatever they do online so they are very much into news, classifieds, DYI sites.

Males 18+ who passionately follow sports, have an urban lifestyle and high affinity with technology. Never miss a match of their favorite local or European club both in Soccer & Basketball, and in parallel live and breathe for Champion's League nights, Euroleague's Final 4 and World Cup. They also love to watch Global Sports Events i.e. Olympic Games where their interest is extended in other sports such as track, swimming, etc.

Suits are white collar professionals 25+ working in managerial, or administrative positions. They are educated, career oriented and continuously striving to find the right balance between life and work. Online they are trying to keep up with the news (business and political), cultural events and going out opportunities. Increasingly they are spending more time researching career advancement options in industry specific websites and professional social networks such as LinkedIn.

They are university students or single young professionals up to 34 living in urban areas, spending their going out time in trendy new bars, music gigs, cinemas, theaters. They read their town’s fancy Free Press and they spend a lot of time listening to music online and watching TV series and movies. Fashion is definitely a way of expressing themselves. Online, they claim that they use Twitter and Instagram more than Facebook (their relatives are there). They are frequent visitors of entertainment/cultural guide sites and cinema, theater and music specific websites.

Couples aged between 25 and 44 with young kids. This translates into large outlays for child-centered products and services. Their lifestage has changed after the kids came substantially. They spend more time at home and their only going out opportunities are during weekends most often with their kids and friends having kids at the same age. They research online for kid related products, services and events before they buy and are very alarmed for any new research related to their kids’ development. Beware as their older kids are very often using their smart phones or tablets to surf online.

Bob the builders are blue or white collar men 24+ who have it in their blood (and hands) to DYI. Either after work or during weekends they will always find an excuse to fix or build something new in their homes, gardens or cars. They use the internet to follow the sports, news and hobbies (usually at that order) and connect with their friends on Facebook.

Small to Medium Enterprise professionals 30+ travelling frequently for business reasons. The time window until they make their final decisions is very short. (i.e. 24 to 48 hours maximum). Online they typically read business, political and sports news.

Women aged 18+ who are always in the market for beauty and fashion products. For these women shopping is not just functional. Discovering an item might feel like a small victory, a therapy & a statement about their identity or relationships. Although they have a preselected number of brands they use, they are staying informed about the latest trends in beauty and therefore they are always open to try the next new thing or a product being suggested by a trusted source, like their favorite women-only sites (fashion, beauty, celebrity news, celebrity chef, astrology).