Audience profiling

Audience profiling

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  Audience Profiling
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  A Reminder ofOur Audience Primary ▪ B Income Bracket ▪ 24-35 year olds ▪ Any Race/Gender/Sexuality ▪ Mosaic Groups: Liberal Opinions ▪ VALTypes: Striver, Experiencer, Innovator,Thinker ▪ Young and Rubicam:The Reformer,The Explorer,The Succeeder Secondary • E Income Bracket • 16-19 year olds • Any race/gender/sexuality • VALTypes: Innovator, Striver, Experiencer,Thinker • Young and Rubicam:The Reformer,The Explorer,The Succeeder
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  Why HaveWe Chosenthis Audience? Income Bracket We have chosen an income bracket of B for our primary audience because we are targeting a sophisticated group.The income bracket for our secondary audience is only E because the age is 16-19, and students of this age will still be in education and living off their parents. Age People aged 24-35 are included in the category Millenials to which we are targeting, and are also young enough to have grown up with technology which allows them to easily view our documentaries online.The secondary audience are 16-19 year olds because we feel that these will be able to relate to a lot of the issues discussed in our documentary as there is a lot of pressure on this age group especially to eat healthily.
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  Why HaveWe Chosenthis Audience? Race/Gender/Sexuality Our documentary will not be dealing with any specific issues which would depend on race, gender or sexuality and therefore none of these labels would affect the quality of viewing depending on what you are. Mosaic Groups The mosaic groups form of audience categorisation is only relevant to our primary audience as the younger audience are generally too young to have their own houses.We have chosen to target Liberal Opinions, as this group incorporates successful, young, well-paid people who live in trendy areas, which are the type of people who we think would iew our documentary.
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  Why HaveWe Chosenthis Audience? VALTypes Firstly we are targeting the striver, as these are hard workers who are likely to watch such documentaries in order to become better informed. Secondly the experiencer, who is generally young and loves new experiences, has a high income, and therefore is likely to watch documentaries in order to learn more about the world around them. We are also targeting the innovator, who are fox thinkers, and like to discover new ideas, such as the idea discussed in our documentary about fats not necessarily being bad for you. Finally the thinker, as they are interested in world problems, such as that to be discussed in our documentary.
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  Why HaveWe Chosenthis Audience? Young and Rubicam We have first chosen to targetThe Reformer, as these people enjoy exploring controversial matters, and therefore would take an interest in the proposal that fats aren’t necessarily bad for you. Secondly,The Explorer, because similarly, these people are ‘driven by a need for discovery, challenge and new frontiers’, and therefore would also be interested in this new idea about fat. Finally, we are targetingThe Succeeder, because ‘their core need in life is control’ and therefore if there are new studies being developed, they will surely want to be educated on them, and our documentary would be a sure-fire way of becoming so.
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  Where Our AudienceWatchDocumentaries 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
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  How Our AudienceDiscover and Share Documentaries Discover Article/Review 81% Friends/Family 69% Internet Browsing 63% FilmTrailers 49% Film Listings 41% Share Article/Review 90% Facebook Post 68% Sharing Link 57% Twitter Post 34%
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  Facts and Figuresabout our Audience Greatest consumers of documentaries online Most likely to read books/magazines on a tablet, and to play video games 77% use social media 80% have a university degree 53% have a total household income of less than $75,000 per year Highest proportion of families with young children 97% watch at least 2 documentaries per month, and over half watch 3 More likely to watch POV, short and feature length documentaries Enjoy watching documentaries at the cinema Avid festival goers Often watch documentaries while travelling Big at home viewers – 99% watch documentaries at home – on TV/disk/online They are the greatest adoptors of Netflix (68% usage) and of online download services – 23% watch on iTunes, 17%Vimeo on Demand, 14% AppleTV, 5% Google Play
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  Our AudienceWouldWatch More DocumentariesIf… Documentaries were shown at local cinemas, and more were available through subscription VOD (primarily Netflix) If they knew where to find documentaries online If they knew when and where they were being shown in cinemas
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  Summary of ourAudience ▪ Watch documentaries at the most convenience to them - which is why they watch them online and will pay to do so ▪ Highly social ▪ Share documentaries through word of mouth andWeb 2.0 ▪ Young FoxThinkers – are likely to follow links to documentaries online ▪ Generally well-educated ▪ Festival goers ▪ Curious, have a desire to learn