2. A Reminder of Our 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
3. Why HaveWe Chosen this 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.
4. Why HaveWe Chosen this 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.
5. Why HaveWe Chosen this 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.
6. Why HaveWe Chosen this 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.
8. How Our Audience Discover 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%
9. Facts and Figures about 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
10. Our AudienceWouldWatch More
Documentaries If…
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
11. Summary of our Audience
▪ 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
