While all Frontline Families broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Frontline Families, understanding their variety can help with programming, marketing and outreach.
Understand how these Subsegments differ:
Older families, getting by despite challenges.
- Profiles and Places | Low income families with older children in urban areas, concentrated in the Midlands and South.
- Attitudes and Sectors | F1s have limited cultural engagement, but are more likely to book for musical theatre, Christmas shows and children/family events than F2. They are among the most likely to be attending 'to spend time with friends and family' (and to attend in above-average party sizes).
- Digital and Comms | F1s make high use of social media, especially Pinterest, TikTok, Youtube, and Snapchat, as well as high use of subscription services, especially Netflix, Disney + and Now TV. They also have high levels of gaming, and are more likely to make use of VR/AR than F2s.
Younger, cash-strapped families and couples starting out.
- Profiles and Places | Hard-pressed young families in urban areas, also concentrated in the Midlands and North.
- Attitudes and Sectors | Engagement with arts and cultural events and attractions is limited, though they are more likely to attend free events and festivals. Families are a key driver of attendance: F2s are the subsegment most likely to be attending 'to entertain my children' and among the most likely to be attending 'to spend time with friends and family' (and, like F1s, to attend in above-average party sizes).
- Digital and Comms | They too make use of social media, especially Instagram, TikTok, Youtube, Snapchat and Messenger, and of subscription services, especially Netflix, and Disney +. They also have high levels of gaming.