This document analyzes the target audience for a short documentary about fame. The primary audience is 16-24 year olds, who are likely still pursuing their goals and have high smartphone usage. Research found this age group earns under £200 per week, so the documentary will be free. It will be accessible on smartphones and the internet, like YouTube, which research showed is highly used by this demographic. A survey of the target age range provided insights into their common device usage, ambitions, and preferences for internet and video content, which will inform how the documentary is designed to appeal to this audience.

1. Audience Research
Bailey Furman

2. Audience - AGE
My audience is going to be 16 to 24-year olds. This is because this may be the age group that aspires to be famous
The most because they most likely haven't secured a full-time job yet and they are the most likely age group
To still be trying to achieve their goals.
In 2018 16-24-year olds were the second biggest group to own a smart-phone, my
video is therefore going to be accessible on smart-phones to appeal to this age group. Even though this is my
Primary audience age my short documentary may still appeal to people from the age group 40-50. This is because
They were young adults when Gladiators aired meaning that they remember it very well and they may want
To watch my short documentary too. A large amount of this age group also own a smartphone, therefore,
If I make my short documentary accessible through smart phones the most it may also appeal a lot to the
Secondary audience.
This paper shows that people 16-18 don't earn a lot of money because they are either in full time education or
They are in jobs that don't pay a lot compared to other age ranges, so they have less money to spend on
Luxury items, so I am therefore going to make my short documentary free to appeal to this age range.
A study shows that 99% of people from 16-24 have accessed the internet within the past two weeks, this also
Shows that using the internet is one of the most common activities that this age range does. I am therefore
Going to put my short documentary on the internet to appeal to this age range and so that most people within
This age range see my short documentary.

3. Audience - GENDER
My gender audience is going to be men and women, this is because there is nothing in my product that has anything gender based. This is because
my short documentary is about being famous and anyone of either gender can be famous. So making
It for one gender only would limit my audience.
What I can see from this study is that men and women both use smart phones the most. For this reason I am
Going to make my short documentary most accessible to smart phones so I can appeal to both genders equally.
I am also going to make sure that it can be accessed on computers and tablets because they are the second
Most used products and I want it to be accessed as much as possible.
What I can see from this study on how much men and women earn is that men earn more than women.
However, with the age group that I am looking at (16-24), women earn slightly more than men. For this reason
I am going to be looking at the studies about how much people make in that age range without accounting for
Gender as I am not looking at a specific gender and they both earn nearly the same amount in this age range.
I am also going to make my short documentary free so that everybody can access it no matter how much money
They earn.

4. Audience – PSYCHOGRAPHIC
My main psychographic is going to be an Emulator/Wanna be, and a socially conscious type A person. This is because they are going to be watching
someone describing fame and my documentary is probably going to appeal to people who want to be famous and hear about what it's like, so they
will probably have intentions of achieving fame. For this reason I am going to appeal to people who want to be famous.
From this study I can see that people with a type A personality use mobile phones the most, for this
Reason I am going to make my short documentary accessible very easily on smart phone. They also
Use computers and tablets a lot, for this reason I am going to make them very accessible on these
Devices. Since YouTube is easily accessible on all these devices, I am going to put my short
Documentary on YouTube so that people with this personality type can easily access the video and
It will appeal to them more.
From this study I can see that people who are ambitious and want to achieve usually make the most
Money. However, this is only what they are predicated and because of their age range (16-24) they
Might not even be making money yet. For this reason I am going to make my short documentary free.
Although, if they are making money, they are statistically more likely to be making the most money.
So therefore I can put my short documentary on a lot of different platforms and devices because
They may be able to afford the different devices and platforms so it might appeal to more people
Who have the achiever personality.

5. Audience – GEODEMOGRAPHIC
My short documentary is going to appeal to ABC1 and C2DE, but probably C2DE a small bit more. This is because C2DE are more likely to be trying to
achieve something because people in ABC1 my feel like they’ve already achieved what they want. However, this might only be a few people in these
two groups so for this reason I am still going to appeal to both groups.
This study shows that C2DE have a lot of access to smart phones but not much access or use out
Of anything else. It also shows that ABC1 have a lot of access to most devices. This is because
They have a lot of money to spend on luxury items and C2DE only have money to spend on living
Expenses and essential items. Because of this I am going to make my short documentary most
Accessible on smart phone but I am however going to make my documentary accessible to
Every device which can access YouTube, which is most devices. This is so that the ABC1 group
Can watch it on devices that support YouTube, and they have more choice, so it appeals to them
More.
This study shows that different locations earn different amounts of money. For this reason, my short
Documentary is more likely going to appeal to people in: The East Midlands, Wales, North Ireland and
The North East. This is because people in these areas may aspire to be famous and make more
Then somebody who is more likely to be in a well earning job would. However, people form London,
Even though they earn more money they may still want to be famous and earn even more money.
So my short documentary is going to free so that it appeals to everybody and every Geodemographic can
Have access to the short documentary.

6. Audience – PRIMARY RESEARCH
• I am going to do a survey aimed at people between the ages of 16-24. In this survey I am going to find out
what devices people most commonly use and I'm also going to find out how much people in this age range
earn on average. I am also going to see what their hobbies are and what their ambitions are for later in
life. I am also going to find out how much they earn and form what parts of the country they are from. The
reason that I am doing this survey is to see what devices people in the age range I am trying to appeal to
most commonly use. I am also going to see how much they earn so I know if I should charge for my short
documentary or make it accessible to all. The reason that I am going to ask about their hobbies is to know
whether my short documentary would be something that somebody in that age range would want to
watch.

7. Other Audience Categories
• I found out that people between the ages of 16-24 mostly use smartphones and computers, this is likely because these are very modern
technology that they grew up with and it's probably what they are most used to using. It also is the two most common forms of
technology.
• Everybody that completed the survey were between the ages of 16-24. This is good for my audience research because the rest of my
servey is going to be information about only my target demographic

8. • 55% of my of the people in that age range I surveyed are people who want to achieve something. For this reason, my short documentary
should appeal to a lot of people within that age range because that's the demographic that my documentary is targeted at because it's about
achieving fame.
• 65% of the people who did the survey were male and 35% were female. I have found that the gender that they are doesn't make a difference
to their answers and there was no gender specific hobbies or trends.
• I found that 60% were socially conscious type A, this was the type of audience I was trying to appeal to, because I was trying to appeal to
people who are excited for the future and are trying to achieve something because they believe they will. I will continue to appeal to this
group because it is the majority of the age range.

9. • I found that everybody in the survey from the ages of 16-24 earned under £200 a week. For this reason I am going to make my short
documentary free because they may not have any luxury money as it is probably spent on food, living expenses and travel.
• I found that the thing people most commonly do on the internet is use YouTube or video apps. For this reason I am going to make it accessible
on YouTube because it's what people use the most and it's easier for them to access the documentary there which would appeal to the
audience more.
• 9 out of 18 answers about what people's favorite past times were mentioned something that uses the internet, for this reason I am going to
have my short documentary most accessible on the internet so that it's easier for that age range to watch and it will appeal to them more

10. • Every single response I got about the most common stereotypes that people of that age range see about themselves was negative, for this
reason my product is not going to have any stereotypes of that age range to appeal to them, this is because they are all negative and they
may feel belittled by my product and put off by it. Which is the opposite of what my short documentary is trying to achieve.

11. Bibliography

12. Bibliography
1. Adult's media use and attitudes Report, Saville Rossiter-Base.
(2018) https://www.ofcom.org.uk/__data/assets/pdf_file/0031/149872/Adults-media-use-and-attitudes-report-2019-chart-
pack.pdf (conducted on September – November 2018)
2. Employers and recruitment of young people (16-18-year olds), Chris
Hasluck. (2011) https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/306619/employers-
recruitment-of-young-people.pdf (conducted on August 2011)
3. Average wages UK, instant offices. (2019) https://www.instantoffices.com/blog/reports-and-research/average-uk-salary/ (conducted on
29th October 2019)
4. Internet users in the UK, Cecil Prescott.
(2017) https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2017 (conducted on 19th may
2017)
5. The income effect of personality type, Truity. (2019)
https://www.truity.com/sites/default/files/fillpdf/personalityandincomereport2019.pdf (conducted in Spring 2019)
6. Employee earnings in the UK, Roger Smith.
(2019) https://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/earningsandworkinghours/bulletins/annualsurveyofhoursan
dearnings/2019 (conducted on 29th October 2019)
7. Audience Research. Bailey Furman. https://www.surveymonkey.com/results/SM-BDPL2RRP7/ (conducted on 10/8/20)