The GfK MRI Psychographic Sourcebook

Teenmark
II. Psychographic Segmentation Analyses
D. Finance Attitudes Segmentation
The Finance Attitudes segmentation examines the role of money in the lives of teens, how they get it and how important spending money—
or saving it—is to them.
• Self-Funded Savers
These young consumers make their own money and use it wisely, saving for the future and buying what they need rather than what
they want. They see credit cards as a trap to spend what they don’t have.
• Parent-Funded Spenders
These young consumers enjoy the fruits of their parents’ success and the bounty of their generosity. They save little, have little concern
for the future and admit little parental constraint on their consumption of consumer goods. They see credit cards as almost magical
devices that grow in value when used.
• Parent-Funded Squirrelers
These young consumers may not need or want to earn their own money, but they treat what they get from their parents as if they had
earned it. They are appreciative of what they do buy, and think it’s smart to save for the future. Credit cards, to these thrifty
consumers, offer a false sense of prosperity.
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