curious explorer techie tweenAged 3-10

Living in urban areas Allowance - $5-7/week

Obbessed with iPad games and arts & crafts

Late majority/Laggards

Aged 10-12Living in suburban areas

Allowance - $20-25/week Socially connectedEarly-Late Majority

plugged-in student geny-y freeloaderAged 16-24

Living in college townsIncome - $500

(monthly stipend)Transitioning to e-books

Innovators/ Early Adopters

Aged 24-29Big cities with lower COL

Most college educatedIncome - 35k-50 k

Thrifty & trendyEarly adopters/majority

indie entrepreneur vegan warriorAged 27-35

Living in urban citiesAll college educatedIncome - 80k-120K

Addicted to social mediaInnovators/ Early Adopters

Aged 30-36Living in PNW citiesCollege education Income - 90k-120 k

Always up for adventureEarly Adoptors/Majority

suburban fashionista carpe diem retireeAged 40-50

Living in suburban citiesSome college educated

Income - 60-90 kLikes new experienceEarly/ Late majority

Aged 65-75Lives in suburban areasRetirement - 6 k/month

Wants to keep their mind fresh/activeLate majority/Laggards

b&n archetypes

socialite // boy-crazy // self-conscious // shelteredenergetic // demanding // fast-fashion trendy

the techie tween

tech-savvy // quirky // practical // introvertedkeen on science // inquisitive // well-connected

the plugged-in student

entitled // thrifty // grungy // eco-consciouswell-educated // cynical // need instant gratification

the gen-y freeloader

driven // idealistic // hipster // adventurousintellectual // cultured // well-connected

the indie entrepreneur