Financially prudent by nature, Bill is now even more careful with money, and would prefer to save for his and his wife’s future than indulge in luxuries today. In particular, he wants to make sure they have good pension provision so they can retire when they want to.
Living a healthy lifestyle is also important to Bill, and he visits the gym several times a week. He likes to keep up with the latest advances in technology and owns a range of devices: a smartphone, laptop, smart TV, tablet and games console. He uses technology in most aspects of his life, from monitoring his investments to doing the weekly grocery shopping, and thinks this is only going to increase in the future.
Despite his progressive attitude to technology, Bill has a strong awareness of his digital footprint and is more cautious than most when it comes to sharing his personal data. Privacy and anonymity are core priorities. He distrusts social media companies and shares a minimal amount of personal information on networking sites. Although he would like services to be more personalized to meet his individual needs, he goes to great lengths to limit how much data he shares with government agencies and the companies from whom he buys products and services.