Generic Audience Research
Target Audience: A primarily 16-25 year-old middle market aspirational audience
Within the target audience age range, the exposure to technology has increased meaning that they are the first generation to be fully bought up with the technology we know to day. With the ever-changing technology and trends, artists and producers have to keep up with these changes and continue to adapt in order to appeal to the audience.
This particular age group is known as 'gen z' and as stated above, they are the fist generation to be fully bought up surrounded by technology, social media and immediate internet access. This means that a strong online brand identity and presence is vital when appealing to this demographic. 'Trends' tend to appeal to them and encourage them to engage with topics that interest them and those around them. Due to the social, economic and political issues that they tend to be aware of due to the immediate access to news, gossip music and more, they tend to lean to a more political viewpoint compared to previous generations. They are socially aware of the latest news and stories and are therefore more generally accepting and tolerant of others.
One of the main ways to reach the specific target demographic is via social media. With the fast-pace increase of popularity of social media platforms as well as the fast-pace generic style, the social media industry has had to develop and adapt to the ways people use their platforms. These platforms also have a large impact on the way people and brands present themselves.
According to a study done in December 2020 by 'Whizz Market', they concluded the most popular and current social media platforms that are most appealing to the 16-24 year old demographic.
The platforms ranked as followed:
- 82% Youtube
- 80% Facebook
- 79% WatsApp
- 76% Instagram
- 57% Snapchat
- 44% Twitter
However, since the results were recorded, apps such as TikTok have gradually become more and more popular amongst the target demographic. With the ability to record and view videos ranging from 15 seconds to 3 minutes, enables a wide range of content and variety within the app. TikTok was created in 2016 by ByteDance but in 2017, took over the rights to Musical.ly and thus began the continuous growth and development of the app. In 2020, it was the third fasted growing brand and was recorded as the most popular app of 2021. The app allows advertising, publicising, sharing, discovering and most importantly, enables users to express themselves, their interests, ideologies and views.
In regards to music artists, they often post short snippets or parts of their songs or music videos on the app which increases and develops their audience in a way that was not possible before the popularity of the app.
In general, around 90% of the target audience use at least one social media platform. The fast-pace and immediate access allows constant updates, notifications and alerts to the latest popular and niche content that the audience might be interested in. These ideas play a key role when linking to the 'aspirer psychometric'.
Focus Group - Primary Research
Age:17
Identify as: Male
Occupation: Student
Location: Leigh-On-Sea
Race: White/British
Psychographic group: Mainstreamer/Reformer/Aspirer
Interests: Football, music, going out with friends, cycling,
politics, reading, Netflix
Favourite music genre/decade: 90s, 90s rock 'n' roll, house, Oasis, Beach Boys, The Beatles
Name: Eliza Davis
Age: 17
Pronouns: she/her Occupation: Student, Waitress
Location: Chelmsford
Race: White/British
Psychographic group: Reformer/Aspirer
Interests: Music, watching TV and films, reading,
fashion, vintage fashion
Favourite music genre/decade: 70s-90s,
rock/alternative rock, Taylor Swift
Name: Joni Rushton
Age: 16
Pronouns: she/her Occupation: Student, Waitress
Location: Barmouth, North Wales
Race: White/British
Psychographic group: Aspirer/Resigned/Reformer
Interests: Art, health, going out with friends,
dog walking, music, watching Netflix, dog walking
Favourite music genre/decade: Early 2000s
Age: 23
Identify as: he/him
Occupation: Student/Tutor
Location: Leeds
Race: White/British
Psychographic group: Reformer/Explorer
Interests: Music (listening and playing), reading, walking, politics, history
Favourite music genre/decade: Hip-hop, neo-soul, alternative, 2000s, Everything Everything
Name: Ellie Palmer
Age: 25
Pronouns: she/they
Occupation: Secretary
Location: Southampton
Race: White/British
Psychographic group: Mainstreamer/Explorer
Interests: Film, photography, fashion, art, food
Favourite music genre/decade: Indie pop,
Phoebe Bridgers, Bon Iver
Focus Group - Secondary Research
Name: Beau Palmer
Age: 28
Identify as: Non-binary
Occupation: Art Museum Curator
Location: Leeds
Race: White/British
Psychographic group: Aspirer
Interests: Art, history, politics
Favourite music genre/decade:
Name: David Harry Palmer
Age: 59
Identify as: Male
Occupation: Financial Analyst
Location: Leigh-On-Sea
Race: White/British
Psychographic group: Reformer
Interests: Cycling, music (listening and playing), dog walking, motorcycling, reading, politics, history
Favourite music genre/decade: 70s, alternative, Bruce Springsteen, punk, emo rock
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