Frequency is the number of times a customer has placed an order during a specific period. It is the second most important predictor of future customer buying behavior following Recency. Frequency can vary considerably among customer segments. Segments of customers with high Frequency will buy more in the future than those with low Frequency. By definition, customers in Life Stage One and Four have a Frequency of one (i.e. first-time buyers), while those in Life Stage Two and Three have a Frequency of two or more (i.e. multi-buyers). Frequency is a primary predictor of customer behavior.