206: Fit and Fab
People belonging to the Fit and Fab Persona are full of youthful enthusiasm and optimism, focused on the present; embracing city life to the max by having fun and seeking out new and exciting experiences, rather than thinking about the future. They love fashion and beauty products, and are quick to embrace and consume new trends and products.
Fit and Fab are amongst the youngest of the Metrotechs – 1 in 3 are aged 14-24, and close to half are currently students and either living in shared households in inner city Sydney and Melbourne or with their parents. They are also amongst the most culturally diverse, with only 3 in 10 born in Australia. Almost half were born in Asia, with the rest from Europe along with a small proportion from the Middle East.
They tend to shun traditional media, commercial TV particularly. Technology plays a big role in their lives and they are highly mobile centric, relying on their mobile for information, and entertainment, and to organise their busy social, work and study lives. Not surprisingly, they don’t hesitate to upgrade their devices and gadgets.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Fit and Fab persona