Who is Our Audience? Acknowledging users in our design process Kelly Davis Corey Kelly Jen Riso Katey Sill Gabriella Suryana
Target Audience Ages 17-24 Young adults who are educated Why? They are beginning to form their media consumption patterns in life and they use the net often on a daily basis.
What do you know about them? A college education boosts rates of Internet access by well over 40 percentage points compared to the least educated group (Stanford Press Release) Our users are educated and quite informed Tech savvy
Data suggests “a model of social change with not only a growing number of Internet users, but with web users doing more and more things on the internet in the future”
How do they currently get info?
News websites (eg. CNN, NYTimes, Wall Street etc.)
Blogs (eg. Huffington Post)
Word of mouth & friends
Are they well informed?
Varying degrees whether or not students are well informed
Often depends on interests and amount of leisure time
Level of education is often an important factor (particularly the University of Michigan)
Lack of interest or lack of right tools?
Internet access on campus is easily accessible at the University of Michigan (free as student)
Most students have access to basic television, even students living in the dorm.
Michigan Daily newspaper is free.
Conclusion: Students who aren’t informed, has to do with lack of interest.
What tools they use – where and when? -During Observation: Blogs, facebook, iphones, blackberry’s.
Usually occurs while doing other tasks (multi-tasking)
Constantly connected through phones (blackberry’s and iphones) and portable computers.
Interview with sample audience Greg Suryana (19) - Student
Interview with sample audience Stephanie Baum, age 20 – Novi, MI University of Michigan Student, LSA “I get my daily news when I sign into my Google account and browse through the titles of the Top Stories. These articles come from cnn.com and NYTimes.com. I scan through a few of the articles and aim to read as great of a variety of news as possible.”
Interview with sample audience Mary Larijani, age 20 – Wayne, PA University of Michigan Student, LSA “I get my news from those around me, mostly my family and friends, as I have little time to watch the National news or other news program on TV. Sometimes I go online to cnn.com, but that is a rare occasion. Most of the time I just go on People.com in order to see what in happening in the entertainment world.”
Interview with sample audience Aaron Sochacki, age 21 – Brighton, MI University of Michigan Student, School of Ed. “I watch a lot of cable news during the week. I usually flip between Fox and CNN to get both a liberal and conservative perspective. I also go online to bbc.com”