United Kingdom
Assumptions & Data
In order to build the segments for the United Kingdom, we need to make a few assumptions:
-
First assumption: there is no discrimination regarding age or reading habits in the distribution channels preferences;
-
Second assumption: reading habits and buying behaviour are similar in the category 0-25 years old and 18-29 years old;
-
Third assumption: The reading habits by age are a mean of reading habits of women and of men by age;
-
Fourth assumption: environmental buying behaviour of a consumer is influenced by his country and his age category, e.g. the European mean of ecological buyer is 26% and the British mean is 29%, meaning that British are 29/26 times more ecological buyers than the average European. For young people for example, we simply multiply this coefficient (29/26 = 1,115) by the average ecological buyers amongst young children, i.e. 1,115x15% = 21,35%
The distribution channels preferences were already detailed in our market analysis. The online book selling segment amounts for 40% of the total market while the offline book selling segment amounts for 60% of the market.
Similarly, reading habits based on age were already detailed in our analysis. Based on our assumption, we can summarize these reading habits by age like this:
N.B.: the percentage are per age category, e.g. 26.25% of young people are small readers.
Regarding the buying behaviour for environmentally friendly products, we gather from our analysis and our assumptions that it can be summarized like this:
In 2014, the population of the United Kingdom amounted for about 64,715,000 people. The repartition of each segment based on age can be seen in the table here below.
Segmentation
The repartition of the population in each segments (for the United Kingdom) is detailed in the table here below.
For a better clarity, the sub-segmentations will be detailed here below:
