Target audience factors to consider
Media companies spend a lot of time and money ensuring that
they define the audience for a product correctly. They must ensure also that
the product does not cause offence to any individual or group. This is a key
aspect of the planning phase of a products development; if the product is aimed
at the wrong target audience then it will not be successful. This process
involves the profiling of the audience by looking at different demographic
factors, which are combined to create a picture of the actual target audience
for the product.
Socio-economic:
This is a mixture of how much an individual earns together
with their class: upper, middle or working. Generally higher your income higher
your social status. This means when people today in modern society get a better
job and earn a better wage it makes the ability for them to move through the
class structure increases. This is known as social mobility. In relation to
media products, the higher the income the higher their disposable income becomes.
This means they can afford to consume a greater variety or quantity of media
products.
Age:
The age that an individual is and the age group that they
associate with greatly effects a products development. For example, the age of
the target audience will define the complexity of a product in relation to how
it is controlled in terms of a computer game, or the language used in a comic
or graphic novel. Age groups can be clearly defined in specific groups, such as
12-16 year old or 17-25 year old, or in wider descriptive groupings such as
teenager, middle aged or senior citizen
Gender:
Gender related preferences are not always clearly defined. A
general assumption has always been that males and females have different interests,
such as computer games and sports for males or fashion and romance for females.
However, in modern society these interests are changing, with interests and
preferences being shared across all genders, whether male, female or
transgender.
Ethnic groups:
Migration and the internet have meant that media products
are now accessible by a far wider range of ethnic groups. As people and
technology have spread, the cultures, heritage, race, religion and languages
that need to be considered have also grown. Failure to take such diversity into
account could cause offence to one group or another.
Psychographics:
This is a psychological factor that affects an individual’s
perception of themselves in relation to others. It affects their opinions,
attitudes, interests and lifestyles. These views are subjective and the data is
collected through the use of questionnaires, with statements and opinions that
individual is asked to agree or disagree with. Through careful analysis, a
clear ‘lifelike’ picture can be built up for a target audience. Combining this
with socio-economic factors can then help with the targeting of a media
product.
Geodemographics:
The factor is based on the location of the target audience
and its effect on the feelings they have for their nationality or region. This can
affect the style of the media product and also the language that is used within
the product.
Sexual orientation:
The user’s sexuality, whether they are heterosexual, homosexual,
bisexual or other, can affect a media product. Not only can the preferences of
different groups affect who the product is targeted at, but also the style of
language and imagery contained within the product. Often, media producers try
to ensure that no offence is taken by any of the contents of the product.
Mainstream versus niche:
This factor relates to the purpose of the media product
being created. Is the product being created to a wide range of people, this is
often referred to as the ‘mainstream’. If so what is seen as conventional
tastes, ideas and thinking need to be considered. If the product is being
targeted at a small people, a ‘niche’ market, then an analysis of the
preferences of this group needs to be carried out. This can be influence how
the product is styled and marketed so that it appeals to the niche market often
means that the quantity that will be sold will be lower than if a product was
targeted at the mainstream. This results in niche products often being marketed
as ‘exclusive’ to increase their desirability.
Pair’s activity:
- Identify three target audiences’ considerations from the client brief;
- Age
- Socio-economic
- Geodemographics
- Explain how these considerations could affect design of the final product.Age would be a consideration for a target audience as it mention’s in the brief that were would be a typical age range of late teens to those in their forties.Socio-economic would also be a consideration for a target audience because in the brief it mentions how the audience will have a ‘high disposable income’ which means they will be of a certain classGeodemographic’s will evidently be a consideration because the coffee chain is only opening in five cities in south wales, so majority of customers are going to live in them certain cities in south wales.
