The document discusses social media and app preferences of young adults aged 16-24. It finds that 40% play sports due to accessibility and stress relief. Shopping is also popular as it stimulates dopamine release through feelings of reward. Social media like Instagram is popular, with 59% of 18-29 year olds using it. The document recommends focusing marketing of a new game on Instagram since it is widely used among target demographics. Snapchat and BeReal are growing in popularity for their unique features that encourage regular engagement. Research shows more curious people use more social media features and follow friends/family.

1. Client Project Research
Your Name

2. Audience
The 16–24-year-old demographic has a wide range of activities due to different interests
As the modern world opens more and more possibilities for younger people. From my
Personal experience, I tend to gravitate more to sports. 40% of 18–21-Year-olds admit they
play sports which i believe is due to the accessibility and the stress Relief it provides.
Shopping is also a very popular activity for all young adults as individuality
Becomes a very important factor in your identity. Dopamine is an important factor in not
Only shopping but most activities young adults partake in. Dopamine is a hormone that
Plays an important role in pleasurable reward and motivation which is stimulated when
Shopping due to the feeling of reward you get when purchasing/receiving a new item.
Dopamine is also released into the body when using social media platforms as it,
“mimics human connection” with systems such as likes and follows. 59% of internet users
Between 18 and 29 have Instagram and 17% of teenagers believe it is the most important
App to them. As Instagram is one of my personal most used apps, I can understand why it is
So popular and it could easily become the focal point of my marketing to promote my game.
https://info.lse.ac.uk/staff/divisions/communications-division/digital-
communications-team/assets/documents/guides/A-Guide-To-Social-
Media-Platforms-and-Demographics.pdf
https://www.targetinternet.com/resources/how-different-age-groups-
are-using-social-
media#:~:text=The%20Pew%20Research%20Centre%20found%20that%
2040%25%20of%20those%20aged,browsing%20for%20news%20%E2%8
0%93%2045%25.

3. Audience
Snapchats recent rise in popularity as one of the top messaging apps is down to its easy to
use and unique way of messaging friends or family. The filters and lenses added a new
addictive mechanic not seen before on any apps before its time. There are around 166
million daily users 50% of which are under the age of 25. The largest age demographic
however is 18-24 which takes up 25% of the userbase. With the largest number of snapchat
users and my target audience the same that tells me a lot about the direction I should take
my app. Another app with a unique approach to social media would be BeReal. This app
gives a notification and makes you take a double sides picture (front and back camera) at a
random point in a day. It targets all genders but mainly college students (young adults) and
teens. BeReal as an app took off at the start of the year with a 1000% increased download
rate. This app is an example of a long-lasting trend which has caught on with a lot of people
and has been marketed on multiple other social media platforms such as Instagram and
twitter. The element of randomness and surprise hooks the user into continuing their
uploading streak. Time spent on the app may not be as high as an app such as Instagram,
but people will always want to click on the notification on their home screen.

4. Audience
Research of psychographics on social media have proven that the more curios people are
more likely to use more features on their preferred app. In fakebook's case, The majority of
their users have low amounts of posts, use longer status updates and are more likely to
comment and share on brands that are creative, unique or interesting. Most of its users are
also more likely to follow closer family and friends and statistically like and comment more
on peoples posts they know.
https://adamantlinks.com/assets/blog/psychographics-and-social-media-part-1.html

5. Existing Product Research

6. TikTok
(Formally known as musically) TikTok is a short
form video posting app that rose to the big time
in 2019. The app has 35 million daily users and
estimated a total earnings $4.6 billion last year.
TikTok was also the most downloaded app in
2021 with 656 millions and is now the 6th most
popular social media platform. TikTok's target
audience is mostly gen z with the majority of
users being anywhere from 12-18 but the
majority of users is females at 57%. TikTok's
video function and easy to share/post system is
something that inspired me about my choice in
doing an app and its popularity backs up the
evidence that it would go down very well with a
younger audience.
https://thesocialshepherd.com/blog/tiktok-statistics#:~:text=The%20App%20Has%2030.8%20Million,14.43%20million%20daily%20active%20users.
https://blog.hootsuite.com/tiktok-stats/

7. TikTok’s UI
and UX
• TikTok’s in app appearance is a sleek
and minimalistic design focused on
displaying the video to the user. The
minimal approach to the account, likes,
comments and shares down the right-
hand side means to user can watch the
video easier while still having access to
comments and the creator's account.
The scrolling system is simple and
smooth with having both a following
tab and a “for you” tab which gives you
recommended videos based on your
interests and watch time. The captions
are easy to read and the video is still
visible behind it resulting in a better
viewing experience.

8. Pokémon Go
Pokémon go is an augmented reality game where
the player walks around catching Pokémon via the
use of the phones GPS. In its first month, it broke
records with a revenue of 207 million dollars. In its
peak, Pokémon go had 232 million active players
and to this day still has a concurrent player base of
71 million. This game was ahead of its time with the
use of GPS to track location and when combined
with one of the largest franchises in the world it was
bound to be a hit. I want to try and incorporate this
idea of walking around and tracking GPS into my
game as it gives a sense of interaction to the game,
and it would overall make if more fun.
https://www.vox.com/2016/7/11/12129162/pokemon-go-android-ios-game
https://www.businessofapps.com/data/pokemon-go-statistics/
https://www.webwise.ie/parents/pokemon-go/

9. Pokémon Go UI and UX
• Pokémon Go’s Map based UI is very different
to that of other games. It has green planned
out maps of the place your in with use of GPS
on your device. The pop-up menu in shape of
a pokéball at the bottom of the screen allows
a clean way to not block the screen with large
menus. Your profile with avatar and Pokémon
is in the bottom left which is another example
of not clogging up the main screen with lots
of buttons and menus. The transitions are
smooth between menus which allows for a
practical and easy user experience.

10. Twitter
Founded in 2006, twitter is a microblogging
and social networking platform for users to
“tweet” their mind to a large audience.
”Twitter has always been a highly sociable
channel where rapid-fire tweets can fire up
authentic conversations across the globe”.
Twitter has 396.5 million users globally and
roughly 206 million daily users. In the UK alone
twitter has 19.6 million which puts in the top 5
most used apps in the UK along side Instagram
and Facebook.
- https://www.thedrum.com/opinion/2021/09/06/why-twitter-making-comeback-one-the-most-popular-social-
channels#:~:text=Ever%20since%20its%20conception%2C%20Twitter,conversational%2C%20relaxed%20and%20highly%20authentic.
- https://thesocialshepherd.com/blog/twitter-
statistics#:~:text=Twitter%20Has%20396.5%20Million%20Users%20Globally&text=In%20fact%2C%20Twitter%20sees%20about,what%20others%20are%20tweeting%20about.

11. Bibliography

12. Bibliography
1. Social Sheppard. (2022). 22 Essential Twitter Statistics You Need to Know in 2022. [Online].
SocialSheppard.com. Last Updated: 4 August 2022. Available at:
https://thesocialshepherd.com/blog/twitter-
statistics#:~:text=Twitter%20Has%20396.5%20Million%20User [Accessed 21 September 2022].
2. Vox. (2016). Pokémon Go Explained. [Online]. Vox.com. Last Updated: august 15 2016. Available at:
https://www.vox.com/2016/7/11/12129162/pokemon-go-android-ios-game [Accessed 21 September
2022].
3. Business Of Apps. (2022). Pokemon go revenue and statistics 2022. [Online]. Business Of Apps. Last
Updated: 30 June 2022. Available at: https://www.businessofapps.com/data/pokemon-go-statistics/
[Accessed 21 September 2022].
4. Social Sheppard. (2022). 22 Essential TikTok Statistics You Need to Know in 2022. [Online].
SocialSheppard.com. Last Updated: 4 August 2022. Available at:
https://thesocialshepherd.com/blog/tiktok-statistics [Accessed 21 September 2022].
5. London School Of Economics and Political Science. (2021). Social media platforms and demographics.
[Online]. A guide to social media and demographics. Last Updated: 9 september 2021. Available at:
https://info.lse.ac.uk/staff/divisions/communications-division/digital-communications-team/assets/do
[Accessed 21 September 2022].