The target audience for a mobility scooter and wheelchair rental service in York, England is older adults aged 35-80, though some younger people also use the service. Many customers come from outside of York as tourists visiting for a few days. While most customers are ABC1 in socio-economic status due to rental costs, some local York residents also use the service. The main lifestyle of customers is tourism, as they visit York and need assistance getting around shops and attractions. The service caters to a niche audience, as mobility assistance is not widely known or used.