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- Name: John, father of 2 sons and a husband to LindaJane
- Role: Father of two, and husband to Linda.
- Profession: Train driver
- "I have to work my ass off to be able to cover all the bills we have. However, Internet is a must these days!"
- Relevant demographics: Other small households, i.e. couples that have just moved in together, singles at all ages, households with tiny budgets
- Goals: To have more money to be used for every-day life
- Motivations: "If I get it cheaper from somewhere else, I'll take it!"
- Pain points: Can't afford to very much cause of tight budget. Also cannot pay more than currently.
- Anything else: In his household, John and his family are using the Internet for paying the bills, reading news, sharing photos with other families