This document provides research on the target audience for a client project. It analyzes demographic data showing that 18-24 year olds in the UK have relatively low average incomes but frequently dine out. Research also indicates that this age group is highly engaged with social media. Statistics on York, England show a smaller percentage of residents and visitors are aged 18-24. The document concludes that there are likely few options geared towards young adults in York, presenting an opportunity.

1. Client Project Research
Charlie Stevens

2. Audience
Age: 18-24
Average Pay(18-21): 18-19k
How often do you dine out, get a take-away or
use food delivery services in your everyday life
(UK)?
The average pay of 18-21 year
olds is 18-19k, which is
significantly less than other age
groups, how ever they also
frequent out more often than
other age groups, with a larger
percentage clump on the side of
eating out very frequently/or all
the time, than those who eat out
(very) rarely. This tells me that
young adults spend a large
portion of their money on eating
out, but also probably want to
eat out somewhere more
affordable.

3. Audience
95% of 16 to 24-year olds have a social
media profile, making them the biggest
users of social networking sites in Britain.
As people get older, social media usage
statistics by age point to a decline.
59% of internet users between the ages of
18 and 29 use Instagram
My research on Instagram and social media tell me that for 18-24 social media is a
large part of the majorities lives. My research on the hobbies provides me with a
general idea on what hobbies are the most popular and therefore what interests
people of that age group would have. From this I am able to determine why young
adults would be interested in certain cafés and shops based off of interests and social
media trends.
People aged 16 to 24 spend the most time
on social media – 3 hours and 1 minute
daily.

4. Audience
According to the York Census from 2011, 14% of residents are 18-24, with York as a
whole having an average age of 39.5 years.
With about 200,000 people living in York, and an average of 8.4 million
visitors to York spread out through year, it is safe to say that a good portion
of people in York are tourists.
Apparently the percentage of visitors to York between the age of 16-34 only
make up 23% off the visitors.
These statistics tell me that the larger portion of people living in and visiting York
are much older, which generally makes sense with the large amount of heritage
sites and pubs around York. This also tells me that York is probably not all that
geared towards younger visitors who are under represented in the general
percentage of the population and visitors. This means that it would probably be
harder for young adult visitors to find places where they would want to visit.

5. Audience
My audience profile is the average 18-24 year olds who like to go out on a
weekend or after university/work or who are visiting York as a weekend get
away.
The is a smaller percentage of visitors that are between the age of 18-24 and a
small percentage that actually live in York. As the is a lower percentage the are
much less places geared towards young adults, which will make it harder for
the young adult visitors to find places of interest to spend time on their visit.
With the large percentage of Young adults using social media, the is ample
opportunity to provide information for said tourists. The large portion of these
tourists will probably want to eat out (as shown from graph on page 1) in much
more artsy and clique places as young adults generally do.
My audience’s Phycographic would probably be achievers, as they want to
appear more mainstream and quirkiness and humour have certainly become
much more main stream.

6. Existing Product Research

7. 5 of the Best Street Food Finds in London –
Great Big Story
(13) 5 of the Best Street Food Finds in London - YouTube
The video start of with a couple of B-roll establishing shots of London which sets the scene. It also has an
interesting story line shown through the editing in the first few seconds, showing an Plane and then Buckingham
place then a tour buss followed by some interesting and well know shots of places in London. This creates a story
line in our minds and a visual story of someone getting a plane to England and going on a tour around it; this
works well, as tourists are this videos target audience and will be able to visually associate the images with their
own plans/holiday and places where they recognise or are maybe planning to visit.
The video is very fast pace at first and keeps the audiences interest. They also provide the viewer with a promise
from the title of what they will get from the video, with that in mind the fast pace of establishing what London's
like for food and immediately getting into the video keeps the younger viewers interest piqued, as in a day and
age of TikTok and YouTube shorts peoples attention is hard to keep, so you need to grab it immediately and give
them a good reason to keep on watching. So they establish a narrative of British food not being the best, and
promise to show us some restaurants / food stalls that are great; this gives the viewer reason to keep on
watching as they feel as though they getting something from it.
Plane to London Well known location
(Buckingham Palace)
Bus tour around London Shots of Buildings in London and
more well known locations

8. 5 of the Best Street Food Finds in London –
Great Big Story
(13) 5 of the Best Street Food Finds in London - YouTube
I really like the cinematography
and editing in the video, as it is
shot nicely and the editing and
flow of the video works quite
well.
I particularly like the shots
where cars and busses are used
as foreground to reveal the
location and create movement
within the shot. I like how they
join the video together audio
wise and visually, as each
segment where they talk about
a different shop has its own
music accompanying it, which
joins with the others through
the use of swoosh sound effect
and a zoom blur transition.
Reveals
Subject
This video has provided me with an understanding on how to format my video in a way which young people will
interact with. It has also provided me with some new techniques to try and utilize.

9. I Broke Dumb Laws In Front Of Police - Vice
In this video Oobah Butler goes around London breaking stupid laws that still exist but are not acted upon,
such as being sockless within 100 yards of the queen or shaking a rug. This video caters towards a younger
audience as it is quirky, which younger people tend to like these days (yes I sound like an old man), and short
which will keep with a younger audiences attention span.
https://www.youtube.com/watch?v=vDBzi0n9Fxg
The video starts off with a hook, showing you a clip
from further in the video which is out of context (even
though the is little). This piques the interest of the
viewer and gives them a reason to watch for longer.
That is then followed by an immediate explanation of
what the video is about and what you can expect to
get from it. This is a pretty standard format used on
shorter video formats to pique a viewers interest, and
is a strategy used by one of the biggest YouTubers ‘Mr
Beast’, and it clearly works.
This is relevant to my project as it first and foremost provides me with an incite as to the style of media my
audience finds appealing, and also as I may utilise some of these quirky facts in my own project, being
aware that quite a few of these only still apply in greater London).

10. Bibliography

11. Bibliography
1. 5 of the Best Street Food Finds in London – YouTube
2. https://www.asff.co.uk/
3. findcourses.co.uk
4. info.lse.ac.uk
5. makeityork.com
6. https://www.neilstoolbox.com/harvard-generator/
7. nomisweb.co.uk
8. Reveiw42.com
9. statista.com
10. yorkshitrpost.co.uk
11. https://www.youtube.com/watch?v=vDBzi0n9Fxg

12. Audience
• York Spark
• Fossgate
• Glass Cats tiktok place
• Do a short video on each and
make it a series/tour thingy. Get
them done before. Maybe just do
a mid length one on Fossgate for
this project to start with and make
sure I do a good job.