1. curious explorer techie tween
Aged 3-10
Living in urban areas
Allowance - $5-7/week
Obbessed with iPad games
and arts & crafts
Late majority/Laggards
Aged 10-12
Living in suburban areas
Allowance - $20-25/week
Socially connected
Early-Late Majority
plugged-in student geny-y freeloader
Aged 16-24
Living in college towns
Income - $500
(monthly stipend)
Transitioning to e-books
Innovators/ Early Adopters
Aged 24-29
Big cities with lower COL
Most college educated
Income - 35k-50 k
Thrifty & trendy
Early adopters/majority
indie entrepreneur vegan warrior
Aged 27-35
Living in urban cities
All college educated
Income - 80k-120K
Addicted to social media
Innovators/ Early Adopters
Aged 30-36
Living in PNW cities
College education
Income - 90k-120 k
Always up for adventure
Early Adoptors/Majority
suburban fashionista carpe diem retiree
Aged 40-50
Living in suburban cities
Some college educated
Income - 60-90 k
Likes new experience
Early/ Late majority
Aged 65-75
Lives in suburban areas
Retirement - 6 k/month
Wants to keep their mind fresh/active
Late majority/Laggards
b&n archetypes

2. socialite // boy-crazy // self-conscious // sheltered
energetic // demanding // fast-fashion trendy
the techie tween

3. tech-savvy // quirky // practical // introverted
keen on science // inquisitive // well-connected
the plugged-in student

4. entitled // thrifty // grungy // eco-conscious
well-educated // cynical // need instant gratification
the gen-y freeloader

5. driven // idealistic // hipster // adventurous
intellectual // cultured // well-connected
the indie entrepreneur