Life-Stage Segmentation:
Using Life-Stage Segmentation to Drive Strategies: Executive Summary
Many newspapers over the past several years have launched new products targeted at 18-34 year olds. But which 18-34-year-olds? The 24-year-old that recently completed a graduate program and is looking for his first job and apartment? The 28-year-old mother of two looking for day care options? The 30-year-old single investment banker looking for his next exotic vacation?
Understanding consumers’ life stages, beyond mere age groups, is critical to developing products and strategies that serve their particular needs. The NAA/ASNE Audience Development Initiative has undertaken a project in partnership with Kannon Consulting to understand how changes in consumers’ behavior and attitudes provide opportunities for newspaper organizations to grow their audience.
This report provides an overview of findings about addressing consumer needs and identifying successful audience growth strategies through “life-stage segmentation.” A more detailed analysis is available at www.growingaudience.com.