This document profiles the target audience as a 16-24 year old, white British male from the C2DE social grade located in the United Kingdom. He has an A-level/college education and a part-time job at Costa with ?125-?300 monthly spare funds. He describes himself as geeky, funny, and alternative but occasionally lazy, nerdy, and disinterested. He enjoys video games, sports, football, computers, technology, websites and shops at stores like Asda, Tesco. He favors fast food, takeaways and packeted meals and brands like PlayStation, Pepsi, Lynx, GiffGaff and Intel.