Citizen Rank and File

Citizen Rank and File

7,885,400 Postal, Email & Telephone Numbers

Background

Rank and File account for just under 17% of the population.  They are split across all age groups and are skilled/semi-skilled workers who have bought their own homes and cars (although the cars they own are more likely to be economy models).  Many in this segment have secured and unsecured loans and are currently highly likely to be suffering financial stress.  They read the tabloid newspapers, shop at mid to downmarket supermarkets and like the big book catalogues and TV shopping channels such as QVC.

The Rank and File segment are less likely than average to donate to charities.  They have pay as you go mobile phones and like to take package holidays to Spain or holiday in the UK.

This segment is likely to respond to offers such as loans, insurance, mail order catalogues (particularly those with gardening products), package holiday companies, prize draws and money off vouchers and incentivised offers.

Rank and File can be broken down into 5 codes:  Settled Semis (2m); Boil and Bleach (1.95m); Iceland Mums (2.0m); Make and Mend (539k) and Wilful Workers (1.29m).  These codes are selectable separately.