Tel: +44(0) 113 242 4747
Fax: +44(0) 113 242 4646
webenquiry@eurodirect.co.uk
EuroDirect is part of the Callcredit Information Group alongside GMAP Consulting, Callcredit, Legatio, DecisionMetrics & Broadsystem
CAMEO Lifestyle
- Each type is identified by an easy-to-understand 3-digit code which represents:
- 7 age bands
- 9 levels of income/affluence
- 17 lifestage/lifestyle groups
1st Digit | Head of Household Age |
|---|---|
1 | 18-24 years |
2 | 25-34 years |
3 | 35-44 years |
4 | 45-54 years |
5 | 55-64 years |
6 | 65-74 years |
7 | 75+ years |
2nd Digit | Typical Household Income & Affluence |
|---|---|
1 | Established Wealth - typical income £75k+ |
2 | Secure Affluence - typical income £50-75k+ |
3 | Rising Prosperity - typical income £40-50k |
4 | Comfortably Secure – typical income £30-40k |
5 | Budgeted Stability – typical income £25-30k |
6 | Limited Resources – typical income £20-25k |
7 | Uncertain Means – typical income £15-20k |
8 | Economically Challenged – typical income £10-15k |
9 | Entrenched Struggle – typical income <£10k |
Digit 3 | Typical Household Lifestage & Lifestyle | Typical Characteristics |
|---|---|---|
A | Accomplished Singles | high income indulgers; economically active; directors; academic achievers; credit users; low risk; share dabblers; telephone bankers; savers; mortgage & rent high value flats & semis; high car ownership; company car; frequent flyers; global holidays; snowsports; theatre & cinema; good food; wine bars; health club; sporty; label shoppers; web users; quality paper; educated readers; lively nights; |
B | Go Getting DINKys | aspirational high earners; senior positions; self employed; credit hungry; card junkies; low risk; regular tax-free savers; shareholders; mortgage & loan; private pension; medium house prices; large semi’s; some detached; two cars; company car; time savers; direct banking; educated readers; house & garden proud; socialites; internet users; home PC; active sports; regular holidays; ready for kids; |
C | Family Feelgoods | professionals; directors; secure; active parenting; large costly homes; mortgaged detached & semis; credit active; little risk; loan; childrens plan; regular savers & investors; pension plan; hectic life; convenience worship; mail order; responsive; 2+ cars; company car; technology familiar; multi-channel; cultured; home & garden; golf; fun family sports; UK & worldwide travel; camping; broad readers; home PC; web active; pub; |
D | Maintained Single Parents | secure divorcees; working parent; child support; educated; senior management; white collar; company car; detached & large semis; mortgaged; hi-price home; childrens plan; regular savers & borrowers; credit hungry; low risk; pension; mixed bank channels; PC; home surfing; avid readers; home study; package holidays; camping; all sports; pub; DM responsive; mail order; convenience shopping; kids entertainment; keep-fit; |
E | Unattached Traditionalists | comfortable divorcees; secure singles; greys; directors & professionals; self employed; interested investors; credit card & loan; prompt credit payment; focussed savers; pension; home owners; pricey detached & semis; settled; cultured living; discerning taste; gourmet food & wine; summer sports; sightseers; choice catalogues; charity responders; broadsheets & regionals; world travellers; own car; company car; convenience; |
F | Contented Greys | settled couples; empty house; full wallet; planned security; accumulated wealth; enjoyed retirement; career peak; director; white collar; investors; completing mortgage; large semi’s & detached; well insured; loan; visa; storecard; good risk; company car; multiple cars; novels; the arts; golf; plant pots & pets; home improvement; mixed press; euro travellers; venturing more; early adopters; home surfers & shoppers; direct banking; |
G | Contemporary Elders | pensioned couples; widowed solos & friends; grandkids; learned; ex-professionals & white collars; astute savers & investors; low risk; mastercard; good payers; fully insured; paid-up mortgage; own pension; hi-price bungalows & detached; new car; competitions; collectibles; gardening; mail order; DM responsive; health conscious; fine wine & art; exotic trips & cruises; caravans; phone banking; traditional sports; puzzles; |
H | Secure Singles | comfortable singles; ample income; mortgagees & tenants; credit hungry; average risk; learned; white collars; stable residents; average house price; student areas; web active; mixed readership; active sports; global travellers; music loving; fashion conscious; good living; company or used cars; home shoppers; home improvers; remortgaged; multi-channel; non-savers; few financial plans; deal finders; |
J | Poundstretching Twosomes | pre-family couples; mature pairs; struggle to raise finance; alternative credit; low pay; few savings; blue & white collar; skilled work; service industry; dole; council estates; hi rise flats; terrace & semi renters; right to buy mortgagees; settled neighbourhoods; bus users; used car; pub; lively nightlife; bingo & betting; lottery; non-sporty; sun readers; seaside & camping; budget shopping; catalogue bargains; loyalty card; |
K | Friends Together | unattached housesharers; friends & family; renters; mortgagees & lodgers; employment worries; blue & white collar; service industry & trades; high risk; financially unsophisticated; credit card & loan; few savings; urban flats & terraces; student areas; council semi’s; public transport; used car; green; computer literate; web; well-travelled; back-packers; mixed readership; snow & water sports; keep-fit; pub; home study; eat out; cinema; |
L | Thriving & Thrifty Families | middle income; educated; managers; white collar & trades; homemakers; regular risk, visa; loan; family expenses; few securities; phone banking; large semi’s & detached; big mortgage; settled neighbourhoods; multiple cars; company car; mail order; golf; computer games; web; mid-market press; DIY; garden proud; family camping; UK & Euro beaches; family fun; pub; DM responsive; home study; slimming; books & music; |
M | Mature & Stable Sedentaries | established couples; separated singles; home owners; modest home; credit card owners; good debtors; non-savers; budget car; secure employment; comfortable retirement; inactive; crosswords & competitions; bingo; DM responder; heavy mail order; health conscious; UK & Euro trippers; |
N | Young Optimists | independent singles; students & friends; shared houses; blue collar; dole; high risk; credit difficulties; some government support; student loan; no future provision; non-savers; poor housing; bedsits; flats & terraces; private renters; council tenants; movers & settled; bus & train; used cars; mixed press; PC games & email; low cost entertainment; pub; cinema; varied holidays; budget watchers; catalogue shoppers; exercise; |
P | Constrained Solos | uncommitted; blue & white collar; service industries; unemployed; credit challenged; higher than average risk; alternative finance; state support; no future provision; limited savings; mail order heavies; public transport; second-hand car; cheap housing; council flats; terrace renters; few rooms; pub; bingo; inactive; non-sporty; seaside; package holidays; tabloid press & regionals; magazines; cinema; |
Q | Struggling Families | mixed age families; low income; mortgagees; council homes; endowments; credit cravers; switchers; high risk areas; non-savers; blue & white collar; unskilled; employment worries; homemakers; low price terraces & semi’s; long-term residents; home improvers; loyalty cards; betting; lottery; pub; PC games; email; slimming; UK breaks; tabloids; multiple used cars; mail order; responders; |
R | Proud Parents Coping Alone | mums & toddlers; school age families; white collar; part-timers; homemakers; welfare & family support; financially restricted; credit challenged; high risk; settled areas; council semis & flats; rented terraces; few rooms; student areas; used car or no car; store cards; loyalty points; economy shoppers; mail order; cheap entertainment; bingo; music; pub & nightclubs; popular press; few holidays; UK resorts; |
S | Penny- Wise Pensioners | elderly couples & singles; minimal income; credit cautious; state pension; bank account; cheque writers; building society; premium bonds; low risk; technology averse; established residents; small homes; owned outright; council owned; residential homes; bingo; crosswords; readers; regional news; sewing; TV sport; varied travel; new & used cars; advert responders; |
- Built from 'actual' rather than 'modelled' data whilst maintaining complete UK Coverage.
- Built using a wide variety of data sources including:
- 45 million House Price records
- 11 million Shareholder records
- 11 million Dates of Birth records
- 45 million Council Tax Band records
- 2 million Attainer records*
- 1 million Empty Nester records*
- 1.6 million Company Directors
- 12 million Transactional & Lifestyle records
- 7 million Consumer Credit records
- 45 million Household Composition records
- 7.5 million Income records
- 45 million Length of Residency data
- Census data
- Locational data
* from current and historical electoral rolls
- CAMEO Lifestyle can be used to:
1) Enhance & segment consumer database
2) Understand your customers & responders through profiling
3) Locate more prospects by finding look-a-likes using targeted direct mail, telecanvassing, door-to-door canvassing & leaflet drops
4) Perform catchment area & site location analysis
5) Screen mailing, telecanvassing or door-to-door lists
6) Understand market potential and use in strategic planning, setting sales targets and evalulating site performance
7) Perform advanced statistical analysis & modelling
8) Use to enhance targeting selections from geodemographic systems such as CAMEO UK , Income , Investor , Financial , Property , or Unemployment or use alone.