The document summarizes information about the target audience for a mobility scooter and wheelchair rental service in York, England called Shopmobility York. The audience is mostly older adults ages 35-80 who use the service when visiting York, though some younger people also use it. Customers come from York as well as further abroad, like Australia, making it difficult to target specific locations for marketing. The lifestyle of customers involves tourism and holidays in York.

1. Client Project Research
Leah Ellis

2. Audience
My audience is in the older age range. With their average age being
around 35 to 80 years old. There are younger people too who use the
service although they are more older customers due to the nature of
hiring mobility scooters and wheelchairs. A good amount of people who
use the service are coming in with their parents to get them to use it for
ease on their day out. This means that I will need to stay away from
being too detailed or complex if it is going to be accessed by people of
all ages and abilities.
I would say that it would be about an even number of each gender as I
have seen them in action and I can not see any certain pattern pointing
this either way.

3. Audience
This charity, as I know, tries to stay open and available to all those
that may need them. Although, seems the cost of hiring out their
products, I would say the socio-economic status that they are mostly
able to be used by would be ABC1, due to the amount you would
need to put down as deposit in order to try hiring anything.
I know that Shopmobility York does have some customers that are
based in York, although many of their customers come from further
away, as they are mostly used by people on holiday who are visiting
York for a few days. These can be people from almost anywhere, as I
happen to have seen some of their customers’ have come from as far
as Australia. This makes generalising the geodemographics or making
it easier to market is going to possibly be a little harder seems there is
not only 1 place to market them to.

4. Audience
The lifestyle of the customers would be those of holidays and tourism.
This would be because they are often on holidays to come to York, and
would be there to tour around and try shopping in some places with a
little more ease as they are experiencing slight difficulties in moving
around as easily.
I am not sure whether or not you could quite identify this as a
mainstream or a niche thing. Although, I would maybe have to lean
more towards it being a niche as, although most people are aware that
some people need more mobility help, they would not know that this
charity is there or see it as something that happens very often.

5. Bibliography

6. Bibliography
1. Ellis, Joanne. (2018) Target Audience Interviews (conducted on
16/11/18)
2. Judy. (2018) Target Audience Interviews (conducted on 16/11/18)