Gareth likes watching extreme sports

Gareth is 29 and likes watching extreme sports. He dreams of one day leaving his city-based financial advisory job to start his own surfwear company.

On the weekends he enjoys playing basketball, skating and going surfing. A social drinker, yet health conscious, Gareth's discretional spend is considerably focused on eco-tourism and outdoor related products.

Single, and leading a busy life, he consumes a mixture of online media, magazines and cable-television. Whilst he would never admit to buying brands because of advertising, Gareth still opens all mail that is sent to him, even if it is not from a company he is familiar with.

Gareth enjoys using Web 2.0 social networking websites to stay in touch with his old high school friends. He finds that the lonely nature of internet communication gives him added confidence when engaging with the opposite sex. He occasionally uses the dating service: adultfriendfinder.com but has not been in a serious relationship in the past three years.

Jodie is a part-time waitress

Jodie is a part-time waitress, aged 22, who studies Egyptology at the local city university.

Being part of Generation Y she naturally spends over four hours a day on websites browsing the the latest celebrity gossip and socialising with friends.

Attractive yet down-to-earth, she likes to express herself with the latest West Coast fashion designs and by listening to music she buys on iTunes. Whilst she is price conscious, earning $200 a week from her job, she believes that quality is more important that price and will regularly pay top dollar to make herself feel better when she is feeling down.

When socialising on weekends with her university friends she likes to drink cocktails and occasionally spirits at the local student bar. She recently tried the Midori Paridiso, a new mix of an old classic.

When researching a typical night out, Jodie uses both "the internet" and magazines, as she doesn't think you should believe everything you read online.