Young Dual Income No Kids (DINKS) are active educated couples without kids, with solid incomes yet moderate to low necessary expenses. They rent, own a starter home, drive entry-level or low end luxury cars, and other than a few student loans are not burdened with substantial debt. DINKs have the time and money to focus on getting ahead, new experiences and are not ready for kids yet, they just want to enjoy this child free lifestage
Age 25-44, HHI $100K+, College educated, Metro area/suburbs, No children
•Brand bullet descriptors that describe DINKs qualities:
DINKS enjoy travel – from spontaneous overnighters to multi-week international adventures – enjoying activities with peers that share their lifestyle, dining out (often during the week), happy hours after work and outdoor activities. They buy gadgets (mobile and for the home/car), understand and enjoy the latest tech devices, and are fluent in the web. They are fashionable, yet enjoy the movement towards casual and hip dress. They live everywhere, with a dominant presence in large urban areas, a strong representation in large suburban areas adjacent to major metros, and even exist in isolated pockets in more removed small suburban areas and rural communities (often in transition).