Restless target audience
Identity, priorities• 61% - own age group unique, distinct from  others• “What sets you apart?”  – 24% - technology  – 11%...
• Outwardly expressive – tattoos, body  piercings, hair clothing  – Indie/retro fashion – skinny jeans, checked shirts,   ...
Lifestyle• TOP GOALS – fame/ fortune     getting rich, 1st/ 2nd most important     becoming famous highly valued by peers ...
• Festivals - most exciting (44%)    – open-minded to messages•   Alcohol brand advertising•   Would work at festivals (77...
Personality/Cognition• Influenced by friends• Antagonistic  – Sarcasm  – Ridicule  Develop peers’ identities, want to be r...
Music & Media• Most used medium - music• Emotional release    – Catharsis•   Social tool; connection/unity•   Ideals & fea...
Media• After music, films most popular (54%)• Social media – stay in touch with friends• Most common use for internet:  – ...
Leisure activities• Not enough means to access   • More time at home   • House parties   • Leisure activity with friends d...
Example Profile
•   Arnett, J.J. (2008). Adolescence and emerging adulthood: a cultural approach. Pearson•   Barber, B.L; Eccles, J.S & St...
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Gaymers target audience

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  • open-mindedallowing sponsors and advertisers a better chance of getting their message across, according to the study.
  • Gaymers target audience

    1. 1. Restless target audience
    2. 2. Identity, priorities• 61% - own age group unique, distinct from others• “What sets you apart?” – 24% - technology – 11% - pop culture & style – 7% - liberalism & tolerance – 6% - smarter – 5% - clothes
    3. 3. • Outwardly expressive – tattoos, body piercings, hair clothing – Indie/retro fashion – skinny jeans, checked shirts, plimsols • H&M - 83%, • Topshop - 69% • Zara – 38%• Heroes – Twice as many admire an entertainer than political leader
    4. 4. Lifestyle• TOP GOALS – fame/ fortune getting rich, 1st/ 2nd most important becoming famous highly valued by peers identify with music heroes• 31% happy with life, 56% somewhat happy• Journal of social and personal relationships: – lower positive mood than elders – less life satisfaction• Trust – 2/3 careful
    5. 5. • Festivals - most exciting (44%) – open-minded to messages• Alcohol brand advertising• Would work at festivals (77%)• (Marketing Week, 2009)• 1/3 regularly play an instrument
    6. 6. Personality/Cognition• Influenced by friends• Antagonistic – Sarcasm – Ridicule Develop peers’ identities, want to be recognised and accepted (Barber et al, 2001)• Focus on motivations of friends [comments] – ‘why’ rather than ‘what’• Physical appearance = self esteem
    7. 7. Music & Media• Most used medium - music• Emotional release – Catharsis• Social tool; connection/unity• Ideals & fears• Identity construction• Sensation seekers/ interactivity• Identity influences choice of media
    8. 8. Media• After music, films most popular (54%)• Social media – stay in touch with friends• Most common use for internet: – Emailing – Information on goods & services
    9. 9. Leisure activities• Not enough means to access • More time at home • House parties • Leisure activity with friends decreasing (arnett)
    10. 10. Example Profile
    11. 11. • Arnett, J.J. (2008). Adolescence and emerging adulthood: a cultural approach. Pearson• Barber, B.L; Eccles, J.S & Stone, M. R. (2001). Whatever happened to the Jock, the Brain and the Princess? : Young Adult Pathways linked to adolescent activity involvement and social identity. Journal of Adolescent Research. Vol. 16, iss. 5: pp. 429-455.• Devitt, K.; Knighton, L & Lowe, K.(2009). Young Adults Today: transitions, disadvantage and crime. Young People in Focus.• Luong, G; Charles, S.T. & Fingerman, K.L. (2010). Better with age: social relationships across adulthood. Vol, 28. Iss 1: pp 9-23• Pew Research. (2007). How young people view their lives, futures and politics. A portrait of “Generation Next”. The Pew Research Centre. [online] Available at: http://www.people- press.org/files/legacy-pdf/300.pdf• Roberts J. (2009). Music Festival Sponsorship. Marketing Week. [online]. Available at: http://www.marketingweek.co.uk/music-festival-sponsorship/3002146.article• http://www.slideshare.net/tdalmay

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