This theory proposes that there are 10 audience categories that people can be grouped into based on their attitudes, beliefs, and characteristics. The categories include "Tribe wired" young digital natives, "Fun/Antics" fun-seeking youth, "Home soldiers" family-oriented and materially ambitious individuals, "Priority parents" who value family and activities, and "Struggling singles" with high aspirations but low economic status. Other categories are "Renaissance women" active and caring mums, "Rugged traditionalists" males with traditional values, "Settled elders" older individuals with sedentary lifestyles, and "Free birds" active and altruistic seniors.

1. Life Matrix:
This is a theory which argues that there are ten different audiences that are
categorised. Where people fit into these groups depends on factors such as
attitudes and beliefs.
Here are the ten different audience categories:
The ‘Tribe wired’- This category refers to digital, free-spirited, and creative
young people.
‘Fun/Antics’- Theseareaspirational, fun-seeking, and active young individuals.
‘Home soldiers’- This refers to people who are family oriented and who are
materially ambitious.
‘Priority parents’- Thesearepeople whosefamily are also importantto them.
They also value activities and it is said that the ‘media strongly dominate’.
‘Struggling singles’- This is an audience category who has high aspirations and
a low economic status.
The ‘Renaissance women’- Theseareargued to be active, caring individuals
and influential mums.
‘Ruggedtraditionalists’- Theseareargued to be males who have traditional
values, and also have a ‘love of the outdoors’.
Settledelders’- ‘As itsays in the name, these are older individuals who live
sedentary lifestyles.
The ‘Free birds’- This audience category refers to individuals who are active,
altruistic seniors.