Ermintrude Engelbert is a single woman in her fifties who came to the UK with her parents from East Jamaica in the 1960s and now lives in Edinburgh. She divorced six years ago and a son and a daughter both of whom have left home. Her son, Edwin, has just begun work as an estate agent after graduating as a property surveyor, and her daughter, Euphemia, is presently completing a degree in English Literature, intending afterwards to work in the Excise service. Ermintrude herself is an elementary English teacher, working part time three days a week. Although this means she has limited financial means, her own earnings plus her divorce settlement are enough for her quiet life. Her particular, absorbing hobby is playing the euphonium in a brass ensemble. Rehearsals, plus private practice take up a lot of her spare time. She also attends church regularly, and spends many Saturday mornings on charity work. Access to the Internet at school is very tightly governed, and she has not yet got round to having broadband access at home, so she still uses a 56K modem.
The individual to which this questionnaire relates is Ermintrude |
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Which website is most often accessed by this individual? |
http://www.fiftyalready.com |
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With reference to audience segmentation, why do you think this is the case? |
It is probable that Ermintrude is interested in meeting someone. Given her age it is unlikely that she would be searching for a man in the usual way as people over 50 tend not to be big on the dance scene. The internet offers the possibility to meet people with similar interests and in the same age range very quickly. This could be easily done from this suggested site and others of this type. |
The individual to which this questionnaire relates is Ermintrude |
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Which website is the second most often accessed? |
www.halifax.com |
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With reference to audience segmentation, why do you think this is the case? |
With her finances being limited it is reasonable to assume that she would keep a close watch on her account. Technology has made this very simple and by means of internet banking Ermintrude could access her account details anytime she had a free moment. |
The individual to which this questionnaire relates is Ermintrude |
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Which website is the third most often accessed? |
www.moneysupermarket.com/broadband |
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With reference to audience segmentation, why do you think this is the case? |
Currently Ermintrude operates a 56K modem at home but would like to have broadband she just hasn't got around to it yet. This suggests to me that she may be watching the prices of broadband suppliers waiting for the right deal as money is tight. This site provides information about each broadband provider, monthly contract costs and customer reviews. |