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About Bob
- Age 51. CPA. Lives in Jacksonville, FL.
- Just went to UNC orientation with youngest daughter
- Bought a new Chrysler Crossfire
- Plays golf twice a week with college buddy Bill
- Building a new deck for the backyard for the grandkids to play on during weekend visits
- Planning on buying a vacation home in Hilton Head
Uses the Internet to: manage his investment portfolio & 401k, and to plan a second honeymoon.
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About Betty
- Age 40. Customer Service Rep. Lives in Little Rock, AR.
- Subscribes to Sunday newspaper
- Shops at Marshalls every other week
- Membership at Sam's Club
- Signed up for eBay class to try for PowerSeller status
- Attended tupperware party at the neighbors' house last week
Uses the Internet to: frequent shopping, classifieds, auction sites, and to search for coupons and special offers.
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About Eric
- Age 25. Music Lover. Lives in Westwood, CA.
- Regularly reads Vibe magazine
- Tunes in every night to "Scrubs" on Comedy Central, and stays up for Adult Swim on Cartoon Network
- Went to a Black Eyed Peas concert last month
- Showed up to a Ludacris signing at the Virgin Megastore
- Purchased an Amp'd Mobile Hollywood phone
Uses the Internet to: research latest celebrity/star gossip, purchase movie/concert tickets, download music, and find the hippest local nightspots.
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About Matt and Molly
- Matt 35, Molly 33. Moving into a new home in Glenview, IL.
- Matt is a sales executive at a software company
- Molly is a nurse at the City Hospital
- Matt just applied for a Home Depot credit card and is attempting to install a new ceiling fan
- Molly wants to refinance the house in order to renovate the kitchen and re-landscape the backyard
Use the Internet to: check mortgage rates and real estate listings, research do-it-yourself home improvement projects.
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About Ashley
- Age 17. Senior at Northwood High.
- Lives with Parents in Irvine, CA.
- Purchased Diddy's latest single, Come to Me, on iTunes
- Chats with her MySpace friends while watching "The O.C." and videos on YouTube
- Works as a sales associate at American Eagle Outfitters
Uses the Internet to: establish her identity through a blog on social networking sites, download music, stay in touch with friends, play video games and research latest fashion trends.
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About Marc
- Age 35. Spends his time and money upgrading his lifestyle. Lives in Philadelphia, PA.
- Subscribes to FHM and Esquire
- Tries to get to the indoor tennis court at the gym at least once a week
- Went wine-tasting in Napa last summer
- Just bought a brand new Mustang convertible
- Favorite stores include Banana Republic and Kenneth Cole
Uses the Internet to: research/shop for vehicles, electronic gadgets and entertainment centers, and to frequent style and fitness sites.
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About Rob
- Age 54. Chief Dietician at University Hospital. Lives in Boca Raton, FL.
- Gets to the golf course once a month, and looks for vacation destinations with courses in the Golf Digest Top 100
- Relies on Lonely Planet for the inside scoop on out-of-the-way points of interests
- Not sure whether to book a cruise or an all-inclusive Caribbean resort for his next vacation
Uses the Internet to: research travel destinations, comparison shop for fares, review travel tips and advice, and make travel arrangements online.
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About Sally
- Age 40. Stay-at-home mom with two kids.
- Moved into her home in Plano, TX five years ago
- Avid subscriber to Oprah magazine
- Carpool leader driving the neighborhood kids to karate practice
- Purchased back-to-school supplies at Target last week
- Attended PTA meeting last night
Uses the Internet to: research homework tips for her kids, travel destinations for family vacations, and financial planning sites.
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About Sam
- Age 23. Just graduated from the University of Miami. Lives in Alexandria, VA.
- Relies on CNN, The Washington Post and TheOnion.com to keep him up-to-date on the latest news
- Religiously watches ESPN, that is, unless “The Daily Show” is on
- Played basketball in his college fraternity league, and attends bi-weekly pick-up games at the Rec
Uses the Internet to: check the latest sports scores and up-to-the-minute local, national and world news headlines.
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About Tom
- Age 33. Software Engineer. Lives in San Jose, CA.
- First to buy the latest 700 series Treo
- Hikes on the weekends
- Owns a Slingbox and DVR
- Submits reviews on Slashdot and is a frequent blogger
- Plays World of Warcraft with his friends from work and has pre-ordered Playstation 3
Uses the Internet to: get the latest on behind-the-scenes culture, online gaming and to keep up with the latest software and hardware developments.
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About Teresa
- Age 27. Newlywed. Lives in a recently completed housing community in Scottsdale, AZ.
- Just picked out swatches of different color palettes, but can't decide what color to paint the bedroom
- Buys her accent pillows from Anthropologie
- Can't wait till Daily Candy comes out with a Phoenix edition
Uses the Internet to: find home decorating/home improvement tips, expert advice from style editors and interior decorators, and the scoop on cool restaurants and perfect wine pairings.
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About Peter
- Age 30. Single. Still Renting.
- Graduated from UPenn. Works as a senior analyst at Morgan Stanley in New York
- Went to Las Vegas this past weekend with friends
- Loves his iPod and morning latte
- Can't decide on a large screen plasma or an LCD TV
- Catches up on the Investors Business Daily on the subway to work
Uses the Internet to: trade stocks, read the latest news, explore travel destinations, book concert tickets, and review the latest gadgets.
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About Vince
- Age 26. Lives in Century City, CA.
- Graduated from USC with a B.S. in Business Administration
- Regularly reads Sports Illustrated, Golf Digest, and Fortune
- Favorite DVDs include Rounders, Casino, and Ocean's 11
- Enjoys evenings at the newest trendy clubs and restaurants
- Hosts weekly poker nights for all the guys
- Recently purchased the new iPhone
- Considering the new BMW Z4
Uses the Internet to: frequent online poker rooms and research Vegas packages, sports scores, the latest gadgets, and nightlife hotspots.
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About Bill
- Age 42. Director of Operations. Lives in Atlanta, GA.
- Makes purchasing and hiring decisions for business unit
- Recently upgraded database servers for company’s expansion
- Racks-up miles and points from all of the business traveling
- Always researching new personal investment opportunities
- Spends weekends golfing, working out and playing basketball
- Subscribes to The Wall Street Journal and Fortune Magazine
Uses the Internet to: book business travel, research enterprise technology solutions and high-end goods and gadgets, and read the latest business news.
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About Heather
- Age 34. Lives in Sacramento. Executive Assistant.
- Never misses her weekly yoga class
- Subscribes to many lifestyle magazines including Health, Fitness, Cooking Light and Nutrition Today
- Only gets her groceries from Trader Joe’s or Whole Foods
- Currently getting certified in Pilates
- Always keeps up on new OTC drugs and prescriptions to hit the market
- Friends know to come to her first on simple health conditions
Uses the Internet to: research new stats and remedies on wellness management, sign up for weekly exercise classes and refill prescriptions online
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