From ‘Strivers’ to ‘Creatives’
Strivers: place more emphasis on material and professional goals; the largest group
Devouts: tradition and duty are very important;
Altruists: interested in social issues and welfare
Intimates: value close personal relationships and family above all else; spend a lot of time with TV and radio; can be reached by these media
Fun Seekers: the youngest group, with a male-female ratio 54-46; frequent bars and movies
Creatives: smallest group worldwide; strong interest in education, knowledge, and technology