2. Target Audience
• What does it mean?
• A particular group of people, identified as
the intended recipient of a media product.
• Read through the following ways of
classifying audiences and take and use the
parts you feel are relevant.
3. Classifying an Audience
• Demographic
• age
• gender
• sexual orientation
• family size
• family life cycle (see below)
• occupation (usually of the Chief Income Earner or CIE)
• income (with special interest in disposable income)
• education (highest level reached)
• religion
• nationality
• socio-economic status
•
• Psychographic - Attitudes, beliefs, interests
• Geographic - where is the audience from, nationality, city, borough etc.
7. Family Life Cycle Stages
• dependent – child living at home; may have returned after university
• bachelor – no longer living at home; few financial burdens; fashion opinion leaders; oriented
toward recreation; buy basic kitchen equipment, furniture, cars, holidays, new technologies
• pre-family – young couples, no children; better off now than they will be soon; buy more
durable goods than other segments; buy cars, fridges, furniture, holidays
• full-nesters – couples with children; can be subdivided by the age of children
• under 6 – highest rate of home purchasing; limited disposable income; like new products and advertised
products; buy washing machines, dryers, baby food, nappies, children’s medication; toys; childcare
• 6-12 – more often both partners work; less influenced by advertising; buy larger sized packages & multi-
unit deals; buy foods, cleaning products, toys for older children
• teenage, dependent – improving financial position; children may work too; hard to influence with
advertising; high rate of purchase of durables; buy higher quality furniture and cars, non-essential items
/ luxuries
• empty-nesters – couples whose children have left home; can be sub-divided
• CIE still working – highest rate of home ownership; most financial security; interested in travel,
recreation, self-education; give more to charity; less interest in new products; buy holidays, luxuries,
home improvements
• CIE retired – drastic cut in income; buy medical appliances, products to aid sleep, health, digestion
• the grey market – a broad term covering the over 50s
• solitary survivor – same medical and product needs as other retired groups, but further
reduced income
8. Discussion
• Why is it important to consider the target
audience when making a media product?
• How does it benefit the production company?
