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.