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A peek into the lives of our ‘Style Seekers’ &
‘Young & Free’ - Today’s hit network segments
It’s all about feeling great and being
up for anything at any time. They
seek out fun and are always on
which directly fuels their social
They are 16-24 year old females who
are tech savvy and feel that films,
music and clothing contribute to
their personal definition.
The independence that comes with
being slightly older means individual
well-being is more important than
what others think of them.
They are 25-34 year old females
who are more certain of themselves.
Experiences are the number one
thing that defines them along with
relationships, family and friends.
Today's hit network targets under 40s and strongly delivers a female
audience 18-39 years of age with our bullseye being a 27 year old
female. We describe our fans and listeners in two distinct
segments; Young & Free and Style Seekers.
Young & Frees have a very positive
outlook on life & their life mottos reflect
this. Happiness and living for the day are
important. Young & Frees are looking
forward to finishing their degree, getting
a job, travelling, buying a house &
establishing a relationship.
Achieving these things though causes
them the most worry.
Style Seekers also have a very positive
outlook on life & have positive life
mottos. Style Seekers hope the next
three years brings marriage, a family,
buying a house, travelling & working on
They are worried about money though &
how that will affect their family.
“ “ “ “
Both the Young & Free and
Style Seekers are loving life.
But because of life stages
they’re wanting to achieve
For the Young & Free, it’s all
about taking chances & seeing
the world. #YOLO
Whilst for the Style Seekers,
their they’re more focused on
settling down (career,
Source: SCA Research Who is She? Study. Sept 2014. “Thinking about the next three years, what do you really hope to achieve in this time?” “What worries you most, and why?” N= 1391 Young and Free. N= 721 Style Seekers
These women have a
LOT of friends –
although it seems
the majority of them
are more just people
with, rather than
being actual friends.
When it comes to
their close social
circle, the vast
majority will have
more than three
friends that they
class as close.
When they’re catching up with their friends, for
the Young & Free it’s a social occasion. They’re
going out – to eat, to the movies, shopping,
coffee & drinks.
87% have 3 or more friends in their close social
circle – with 1 in 3 having more than 6.
Style Seekers are 21% more likely than the
average woman in this age group to have 6+
friends in their close social circle.
They’re more socially active than the average
woman & go out when they catch up with
friends. They’re going shopping, to dinner or
coffee, & going to the movies. Some however
are just hanging out & catching up.
Source: SCA Research Who is She? Study. Sept 2014. “And how many friends do you have in your close circle that you regularly spend time with?” “how many Facebook friends do you have?” N= 1391 Young and Free. N= 721 Style Seekers
Although the majority are
single, those who are in
relationships are relatively
happy. In fact, they’re much
happier with the amount of
themselves & their partner
than the average 18-24 year
Style Seekers are more
satisfied with their
relationship than the
average 25-34 year old
woman. They are 18%
more likely to be totally
satisfied with the division
of chores between
themselves & their partner
& 30% more likely to be
totally satisfied with the
quality of time they spend
together as a couple.
Source: SCA Research Who is She? Study. Sept 2014. “Considering the statements below, could you please indicate how 'Satisfied' or 'Dissatisfied' you are with
each, in relation to your current relationship.?” “Have you ever cheated on your current husband or partner?” N= 1391 Young and Free. N= 721 Style Seekers
When seeking relationship advice,
Young & Frees are seeking
reassurance & support – was this the
right guy for them, was it a positive
relationship, should they stay or
should they go? They were also
looking to vent. They definitely don’t
want judgement. This is why they’re
turning to their best friend & mum for
their honest opinion.
When seeking relationship advice,
Style Seekers are looking for advice
on marriage & how to deal with
their (usually lazy or disinterested)
husbands. They’re also seeking
reassurance & support – usually for
whether they should stay in the
relationship or not. They turn to
their friends (not necessarily their
best friend) mum or even aunts.
1 in 5 single Young & Frees are happy to
be solo – so it means just under half are
on the lookout for love.
Whilst the majority of single Style
Seekers are happy to stay single, 1 in 10
are really seeking a partnership.
Source: SCA Research Who is She? Study. Sept 2014. “Thinking about the last time you sought after relationship advice....What was the kind of advice you were searching
for?” “You mentioned earlier you were single...Which of the following statements best describes how you currently feel?” N= 1391 Young and Free. N= 721 Style Seekers
Their phones are a
high priority for
both groups of
women. When it
comes to social
media, Facebook &
Instagram are the
Young & Frees have a love affair with their
phones & use them to connect with media
throughout the day. They’re likely to check
email, Facebook & Instagram when they wake
up, throughout the day & last thing at night.
Young & Frees are also prone to use their phone
for regular selfies but they’re not always keen to
actually post their pics online.
Style Seekers still love their phone but are also
consuming media on other platforms too – a
laptop/computer, TV, iPad & the radio.
Although Style Seekers are not as keen on
selfies as Young & Frees, they are more likely
to take a shot than the average woman this age
but like to do so in moderation – & don’t
always post them for the world to see.
Source: SCA Research Who is She? Study. Sept 2014. “Love it or hate it, for many of us social media is a part of our
daily lives. So how often are you using the below social media?” N= 1391 Young and Free. N= 721 Style Seekers
Whilst these two
segments still use apps
for practical purposes,
the primary reason they
love engaging with apps
is because it allows them
to keep up with the
latest trends & escape
the pressures of the day-
they are their secret
However, they also
use them to track
themselves in health,
fitness & pregnancy.
Whilst Style Seekers prefer Facebook, Young &
Free are loving Instagram- it’s their way of keeping
ahead of trends along with expressing their
Not surprisingly, social media apps are favourites
for Style Seekers- it keeps them to up to date
with friends, fashion, news & celebrity gossip.
Source: SCA Research Who is She? Study. Sept 2014. “What is your CURRENT FAVOURITE phone or tablet app at the moment and why?” N= 1391 Young and Free. N= 721 Style Seekers
Young & Frees are pretty typical of women 18-24.
The big difference is with the Style Seekers.
These women seem to be holding on to their
youth – they share more commonalities with the
Young & Frees than they do the average 25-34
year old woman.
They want to keep up with
modern styles but balance
that with classic looks.
They’re happy to dress sporty
but it must be girly at the
same time. This is likely why
Lorna Jane is such a popular
brand for Young & Free
They are getting their fashion
inspiration from others they
see, friends & Instagram – so
it’s very much being led by
fashion trends & keeping up
(and probably fitting in) with
their social circle.
Whilst the majority of women in
this age group prefer to dress
casually & comfortably, Style
Seekers are also focused on
exuding a style that is feminine,
girly & modern. It seems like
they’re trying to keep up with
their younger counterparts.
They haven’t let their lifestage
change their fashion style.
They get their fashion
inspiration from others that
they see & their friends. But
they’re also likely to be
influenced by magazines &
Source: SCA Research Who is She? Study. Sept 2014. “Which of the following describe your everyday style?” N= 1391 Young and Free. N= 721 Style Seekers
Splurging seems to be a matter of opinion. For some it’s a
frequent activity & can include less expensive items up to
$20. For others it’s a much bigger deal – half yearly
shopping trips where there’s no limit on purchases &
bigger ticket items are bought.
For some women a splurge is about spoiling other people,
while for many it’s completely a selfish act – & something
they deserve as they’ve worked hard to get it.
“I splurge at least once a
month. Sometimes it can
be longer than that.
Today I splurged and
bought a new pair of
joggers. Two months ago
it was a new dress! I
splurge for myself.”
She’s splurging on herself - but
she’s also splurging on buying
things for friends & family.
She feels she deserves it & it’s
been earned. Most Young &
Frees seem to be splurging on a
monthly basis but for some it’s
a more frequent treat.
“A splurge is a treat for
working hard and saving
my money. A splurge
generally includes a new
dress most likely from
review so that my
husband and I can splurge
on a nice dinner date
If she has children, her splurge
is seen as a treat for herself.
She’ll buy clothes, accessories
or beauty treatments.
For Style Seekers, a splurge is
about treating themselves over
other people. It’s perceived as
a ‘treat’ than a regular thing.
Source: SCA Research Who is She? Study. Sept 2014. “what does a splurge mean for you?” N= 1391 Young and Free. N= 721 Style Seekers
spend under $150 spend over $150 spend under $150 spend over $150
Young & Frees seem
to do more frequent
splurging but spend
less in a transaction
Seekers save it up
for one big hit &
Source: SCA Research Who is She? Study. Sept 2014. “what is the next thing you're planning to 'splurge' on?” “when you do
splurge, how much are you typically spending on a single purchase?” N= 1391 Young and Free. N= 721 Style Seekers
Women certainly have a pretty clear idea of what their next splurge item is going to be - they
have something earmarked. Although the Style Seekers seem to spend more on their splurge,
both women have clothes on the list for their next splurge.
Source: SCA Research Who is She? Study. Sept 2014. “what is the next thing you're planning to 'splurge' on?” N= 1391 Young and Free. N= 721 Style Seekers
Both these groups do seem to
have at least one thing they don’t
like about their bodies but being
overweight is a pretty serious
worry for women – the Young &
Frees are more concerned about
it than the Style Seekers.
Young & Frees are more
concerned about their
appearance than Style Seekers.
Being overweight, having love
handles and fearing their boobs
will head south are the top
concerns. The top thing they
want to change about their
bodies is to lose weight.
Style Seekers are less concerned
with their appearance in general
than the Young & Frees. Their
weight issues are lessened slightly
as they’ve gotten older & things
like wrinkles & greying hair have
got them concerned. Their weight
is the top thing they’d like to
change about their bodies.
Source: SCA Research Who is She? Study. Sept 2014. “Which three words would you use to describe your body?” “And if you
could change one thing about your body, what would it be and why?” N= 1391 Young and Free. N= 721 Style Seekers
Engaging with different life stages can be about understanding
how to talk to them about the music that means something to
them. While both groups love a lot of the same songs, the
reasons they love them can differ.
3. Wake Me Up
4. Teenage Dirtbag
5. Tik Tok
6. Mr Bightside
7. 1000 Miles
9. Time of Your Life
10. With You
1. Time of Your Life
2. All of Me
5. All My Life
K-Ci & JoJo
7. A Thousand Years
8. Amazing Grace
10. Over the Rainbow
Songs that mean something to the Young & Free,
they are all about the immediate & fun… family
now, friends now, ideas of love & romance.
But for the Style Seekers the songs that pull their
heart strings are songs that have nostalgia with
significant life events & not so recent events.
Source: SCA Research Who is She? Study. Sept 2014. “Can you name ONE SONG that holds GREAT MEMORIES
for you?” “What memories does this song bring back for you?” N= 1391 Young and Free. N= 721 Style Seekers
Young & Frees want to travel the world &
experience different countries & cultures
while they’re young & have fewer
Style Seekers are a little more restrained when
it comes to overseas travel dreams. Those with
children want to take a family trip somewhere
– Disneyland and skiing are popular.
For the Young & Free,
they want to travel
experiencing the most
of different countries &
cultures while they’re
Whilst for the Style
Seekers, their travel
plans are focused on
their family & getting
some quality family
bonding time in a fun &
like the snow.
Source: SCA Research Who is She? Study. Sept 2014. “Do you have a current passport?” “What does your next dream trip look like?” N= 1391 Young and Free. N= 721 Style Seekers
There is no denying it- our listeners love a bit of #gossip. Whether it is at the water
cooler or during a quick coffee break, the loves and lives of celebrities fascinate
A whopping 70% of Young & Free ladies get their fix at least once week. But while
Style Seekers might not have their finger on the pulse as often as their counterparts
on a daily basis, they too still like to keep up to date.
Source: SCA Research Scoopla Study JUNE 2013- “And HOW OFTEN do you consume celebrity entertainment news with ANY media?” N= 1941 Young and Free. N= 1765 Style Seekers