Audience research - Audience engagement

Audience engagement 

16-25 year old middle market audience that likes to be entertained 

Popular culture :

The target audience enjoys to actively engage in pop culture, being in the Gen Z demographic. This makes them more likely to use social media where pop culture is discussed and circulated. This audience is likely to be active, as they like to be entertained. Perhaps attending concerts and commenting on their favourite artists social media posts. The target audience likely follows mainstream pop culture as well as sub-groups as this demographic tends to immerse themselves in niche groups on social media for comfortability, stability and entertainment 

Audience research - market research

Market research 

I conducted some research into my target audience with a form asking about what magazines they read, how often and if they would read music magazines. I asked what type of music events they attend, to understand how my target audience like to be entertained. This allows me to understand the type of music the target audience enjoys, and if they would read a music magazine, why.

Link to results - https://forms.office.com/Pages/DesignPageV2.aspx?prevorigin=Marketing&origin=NeoPortalPage&subpage=design&id=4xo-dAek90StnEaTienLnVptQCZgyKNFmC8ayR_Ne_1UNEpBVkU4VEYzRlhIRVc3UUxLWjU2TzZTTC4u&branchingelementid=re7c7064c5a034acdbf901e50c9f3e495&analysis=true

From this research I learnt that 

All people in the target audience never or rarely read magazines - I am going to create an engaging website to attract my audience to my print editions, having something of value to the target audience, e.g exclusive discounts for concerts/ festivals in the print edition.

4/7 participants would not read music magazines, the target audience is typically not interested in this type of magazine. 

The target audience uses social media primarily to get news from social media, i will use cross media convergence to engage audiences. 

The target audience seems to enjoy mostly r&b or pop music - I will use this as influence for my choice of genre for my print editions. 

All of the target audience attends festivals and concerts. I will use this as a coverline or feature article in my magazine 

Generic research - genre

Artist Inspiration 

                     

Audience research- defining audience

 Age:

Social media and technology play a key role in 16-25 year old’s lives. They are labelled as ‘digital natives’ as they have grown up with and around technology since they were born. This influences their engagement with social media platforms:

-        59% of 18-25 year olds use Instagram

-        18-24 year old users make up 37% of snapchat users

-        24% of TikTok users are 15-25 year olds 

They are more vulnerable to social media’s negative effects, such as mental health related issues, meaning they have a greater understanding of mental health issues and how important it is to be open and able to share feelings. 

This results in 16-25 year olds becoming much more emotionally intelligent, so will connect with media that pushes the boundaries that older generations have set in terms of stereotypes and opposing conventions. This is seen in multiple changes of representations of gender, class, sexuality and ethnicity. 

 

This demographic are much more likely to engage in social activism over global issues like climate change, due to communities and sharing of information online and through social media platforms.

 

16-25 year olds are more likely to be succeeders and explorers looking to further their own ambitions and opinions, away from mainstream and conventional thinking.

 

Middle Class:

Defined as a social group consisting of well-educated people, such as doctors, lawyers and teacher, who have good jobs and are not poor, but are not very rich. This group are within the BC1 demographic that make up 51% of the uk population. 

Audience profile research

Audience profile:  

Name: Ella Smith 

Age: 20 

Gender: Female 

Occupation : University student / part time employed

Salary: £12,000

Location: South East England 

Psychographic : Succeeder/ Mainstreamer 

Values and attitudes: Active on social media, makes life updates and reshares posts to her friends. Attends University College of London (a Russel group). She enjoys socialising with her friends in London and attending concerts and gigs. She reads music magazines to keep up to date with upcoming concerts and events as well as buying merchandise advertised in magazines and social media of her favourite bands/artist. Keeps up to date with world events through digital media, not newspapers. 

Audience research

 16-25 middle market audience who like to be entertained 

A digitally native audience

Gen Z.

Psychographic- Mainstreamer/ explorer 

Teen vogue statistics 2016 

Seventeen magazine statistics 2016 

Statement of intent