![Demographic
The audiencewe will are investigatingare young people specifically16–24-year-olds. We will be investigatingwhat this
type of audience enjoysand why.
Despite their age, this audiencecarry significant sway when it comes to the bottom line for brands. Fast Co research
[Fast Company,2018] says Gen Z will account for 40% of consumers by 2020 and they already influencemore than $4
billionin discretionary spending in the US alone. Basically,they're a big audience who influence a lot, they're catered to.
Selfhood a program devised by Zak a companythat helpsbusinesses mould their marketing towardscertain
demographic have said "16-24 is the age you develop your identity. You understandwho you are, how you want to
come acrossto others and what those people may think of you. This period of brain development is underpinnedby
growth in what’s called the social brain".](https://image.slidesharecdn.com/task1-audienceinvestigation-220104171854/85/Task-1-audience-investigation-3-320.jpg)
More Related Content
Similar to Task 1 audience investigation (20)
Task 1 audience investigation
- 1. Audience Investigation The Grid Task 1, 2 & 3 Unit 10: Engaging with an audience in creative media production Lucas, Olivia, Stephen
- 2. Audience Research Investigation and Profiling
- 3. Demographic The audiencewe will are investigatingare young people specifically16–24-year-olds. We will be investigatingwhat this type of audience enjoysand why. Despite their age, this audiencecarry significant sway when it comes to the bottom line for brands. Fast Co research [Fast Company,2018] says Gen Z will account for 40% of consumers by 2020 and they already influencemore than $4 billionin discretionary spending in the US alone. Basically,they're a big audience who influence a lot, they're catered to. Selfhood a program devised by Zak a companythat helpsbusinesses mould their marketing towardscertain demographic have said "16-24 is the age you develop your identity. You understandwho you are, how you want to come acrossto others and what those people may think of you. This period of brain development is underpinnedby growth in what’s called the social brain".
- 4. Existing Platforms – Instagram, Evolution of icons to the correlation of audience growth Throughout the years of Instagram's existence, like most companies, they have slowly and subtly updated their brand image. This change perhaps coincided with the Apple update ios8 when they made their app icons simpler, this happened in 2014. They've gone from looking like the real-life objects to icons with a more abstract design. It seems Instagram followed suit, originally Instagram's concept as a social media platform was about photography hence the original logo being of a polaroid camera, next a slightly more simplified approach but nothing too drastic, you can see detail in the camera lens, body, flash and some colours on the left. Then 3 years after ios8, they updated their logo again, being incredibly more simplistic with limited shapes – a square body, circle for lens and dot for the flash. The colours are a blend of dark blues, purples, light reds and dark yellows. This change in branding can be seen across all different social media platforms such as YouTube, Twitter and Facebook. They have all opted for a more clean, simple look with shapes and colour. This could've been triggered by Apple's demographic shifting from 2007 (the year the first iPhone was released). The demographic being 25 – 36 and 37 – 55-year-olds before then a phones purpose was to call or text people, so an expensive phone wasn't necessary until phones got more advanced adding social media apps. These apps were more accessible and easy to use rather than using social media on a laptop, platforms such as Snapchat and Twitter succeed as they flourish when people can use them all day every day. This expanded the demographic for Apple moving to a younger set of people to 16 – 24 year-olds. Phones have become more than just a communication device. With this shift in the demographic the companies slowly altered their brand image by simplifying their logos to appeal more to that younger audience. Simple is modern and modern is gen Z who are the new young generation, the new young audience. Age demographic charts for Instagram and iPhone users
- 5. Netflix Netflix started off in 1997 by Reed Hastings and Marc Randolph who had an idea to rent DVDs by mail. By 2007 streaming was introduced so Netflix members could instantly watch series and films. With more than 200 million subscribers in morethan 190 countries, Netflix is the largestsubscription video on- demand platformin the world. Since 2001 technology has massively progressed with mostpeople now streaming series and films on differentplatforms. Fromthestartof 2001 around 200 million people havesubscribed to Netflix. When looking at demographics as to what teenager's (16-19) watch thetop three shows thatcame up were: Riverdale, Stranger things and On My Block.
- 6. Twitter demographic Twitter is a large social media platform with over 290 million users every month. 62% of 18-24 year olds use the platform. This tells us that well over half of this age demographic use twitter. Using this information, Twitter could be a suitable platform for our product.
- 7. 16 – 24 year-olds general interests Film Cameras Productions Music socialising Clothing Working towards the future Cycling Earning money Social media Cinema Photography Veganism Computer Football Editing Art Animatedshows Cars Hobbystaken from survey Gaming
- 8. 16 – 24 year-olds general interests Film Cameras Productions Music socialising Clothing Working towards the future Cycling Earning money Social media Cinema Photography Veganism Computer Football Editing Art Animatedshows Cars Interests grouped Gaming SPORT FILM & TV SOCIAL LIFE PLANS AND DEVELOPMENT OTHER INTERESTS
- 9. We conducted a survey to determine and narrow down what specific interests they have and why. The first two questions are general, just determining how is answering the survey. Gender and age are vital parts of the demographic.Most people who answered were male, only two above female. The largest bulk of the age are the younger, earlier part of the demographic. These are still the developingyears; they are still finding their identity. This will inform what they are currently gravitatingtowards. A slight anomalyis someone in the age range of 25+ answered, their answer will be interesting to compare to the others. To see the difference in the demographic.
- 10. These are the main things mentioned in the responses. Clearly music outweighs the rest of the words. Music has a big role to play in people's lives, no matter their age. It's a constantformof escapism, mostyoung people walking around haveearphones plugged in. Music allows us to reflect on our lives, it gives us space to think, the song playing is relevantor not. Mostmusical artists hold views these young people agree with. This demographic wantsuccessfulyoung peopleto look up to, hence the huge following of artists like Hailee Steinfeld, Shawn Mendes and Billie Eilish (all of which are under 25). Other interests that showed in word summary was sports and although sports in a big part of young people's lives, no everyonelikes it. With music and film, everyonehas a favouritesong. Mostpeople (even if you'renot huge fans of these) will listen to music and watch the occasionalfilm monthly. Not with sport, if you don't like sportyou don't engage with it full stop. Here, this graph shows us what categories people chose as what their interests are. As we can see Film and TV came out on top with 6 people choosing it, that's more than any other category. This category is very general, and your everyday person will enjoy certain shows and films, so this doesn't tell us much. What shows? What films? And why do they enjoy them? From the Netflix research conducted, most young people like to watch characters similarto themselves. Shows like Riverdale and Stranger Things, the characters in those shows will be the same/similar age to the demographic watching. These characters will be going through the same developmental struggle. This demographic like characters they can latch onto, relate to, connect with. While the audience also won't be fighting inter-dimensional beings, they will be probably suffering the same worries and anxieties the characters are. So, these shows could help in the sense of being cathartic, and comforting. While this audience loose themselves in events that would never happen and are very far from reality the emotions, they are experiencing are very close to home. Again, the category of sport shows up again in second place. The other categories are all on the same level of interest. This showing us that fewer people are actively interested in these subjects.
- 11. Breaking Down The Grid Breaking down what 'the grid' means. The Grid being the chosen name of this brand. We need to create branding around this. A logo that both communicates what contentis created and what The Grid stands for. When I firstheard the phrase'the grid' I thought of linear lines making squares, interconnected. It's also a tool you use to composean image, the rule of thirds used in camera composition. Itsuggests linear, planned, they dictate pattern. The dictionary definition “a network of uniformly spaced horizontaland perpendicular lines (as for locating points on a map).” Grids also haveconnotations of architecture, with blueprints having a grid to help draw up the dimensions of the proposed building, this shows organisation and efficiency. Other interpretations of the grid being the phrase"off thegrid" which means staying completely away from civilisation, no internet, not social interaction. The complete opposite of whatyoung people connect to. This could be an interesting thing to explore. You can also create grids with differentpatterns and combinations, for examplebeehive hexagon style. Grids can make up intricate patterns and algorithms. Itcan also make up mazes, of course are things people haveto navigateand find their way out of- potential metaphor to use in branding?
- 12. Demographics Age: 16-18 Gender: Males Characteristics Personality: Interests: YouTube,Social media, Socialising, Clothing, Cinema, Music. Description Our audience is aimed at 16–18-year old's who are in the developmental stage of their lives and making plansfor their future. Location:York Education:York College Audience Profile Key psychographics Key consumers of clothing and entertainment. Loyal to a brand. Social media users.
- 14. Outline for Branding Concept Our branding will focus on being on relevant, modern and connecting with our demographic audience. The logo and all the branding that goes with that should be recognisable, the logo should be able to turn into a symbol, taking awaythe text. The shapes will be simple, abstract and the colours should be easy on the eye. We are creating a content social media platform for music, why and how young people engage with it. How music affects them and where this comes from. It will also look at how young people react and engagewith art. These elements will be tangible and will connect with this audience while examining them. Rationale for concept We are making this because we feel there isn't enough content dealing with, supporting and connecting with this demographic. It should be fun and insightful. We will make a space for them to enjoy this content and share their thoughts and ideas.
- 15. Ideas Music Comparing genres of music Documentary- whattypes of music young people like and why. Variety of music taste of the demographic. Interview randompeoplein the street. Modern, fun to watch. Edited and structured like a song. Potentially create smaller video content, it's all in the branding – titling these smaller or larger content videos. Make them interesting and fun. Perk the interest of the audience. Interviews with music creators Vox Pop Content Idea Development Music through the time Tie in with the themes of the futureand time Film, video content We know this audience like modern
- 16. Logo Ideas and Plans First Draft Final logo Here are two of the logo designs, on the left are the first drafts with no colouradded. One of the designs focused on the music aspect since that is what we will be creating content around,the other simpler using lines to show the grid and to symbolise a maze. Once colour was added, ultimatelythe more music centric logo looked better.
- 17. Mood Board When looking at brandingon different platforms one thing that we liked was the styling of the logo. Nearly all the existing productsused bold bright colourswith simplistic designs. Aestheticallyit is really easy on the eye.