3.1 Demographics
This segment were broad spread demographically, including in this sample:
        • Younger men and women, mid to higher SEG, either students or quite early on in their careers and so on relatively lower incomes currently
        • Those who were in transition, either in terms of life stage or changing life style
        • Those living in long term restricted circumstances on very low incomes and/or benefits, some of whom were some single parents or empty nesters

They were more likely to be renting than home owners which meant that their living situation was relatively temporary in nature, making it more difficult for some in starting or establishing behaviours initially.
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