The document analyzes primary audience research from a survey on social media usage. It finds that the target audience is mostly female aged 18-24 who consider themselves mainstream. They spend 3-4 hours per day on social media mainly for leisure and communication. This information will help tailor the product to the target audiences' interests like showing time wasted on social platforms and engaging mainstream viewers.

1. AUDIENCE RESEARCH
BENJAMIN LAWRENSON

2. SECONDARY AUDIENCE RESEARCH
• From this Secondary research
that I found, I can see the rough
usage of the 5 main social
medias. From this I can see that
Facebook has the highest user
percentage whereas twitter has the
lowest. This data can factor in that because more people use Facebook then I
could look at potentially making my product to upload onto Facebook as well
as Instagram and YouTube. This is because these three products are not only
one of the most popular platforms but also the best for uploading videos. This
choice would allow me to tailor the product to a platform that would have the
ability to reach a larger audience and a different range of people.
• Although, the downside to this data is that I cant see the age or gender
grouping to this audience. So to help find my audience better I will conduct a
similar survey to find details about my potential audience.

3. PRIMARY AUDIENCE
RESEARCH
• From the first question in the survey “what
gender do you classify as?” There was
clear data to what my audience consisted
of. From the results I can see that the
female category is much higher than all the
others. At a number of 63 out of 82 I can
see that 76.83% of the audience are
females while there was only 18 males and 1 other. From this information I need to tailor
the product to the female category. I can do this by analysing the individual data and see
which each female answered on each question, this will allow me to see what the majority
of the female answered. By doing this, it will allow me to engage with at least 77% of the
audience. To engage with the last 23% of the audience I will also see what the remaining
19 people answered so that I have the possibility to try interest and engage with as close
to 100% of the audience as possible. Finally, this will overall change the product from
being aimed at the original male gender, to being more female focused. This is a change
in who my product was going to aimed at. So to familiarise myself on the new audience I
may have to do further research.

4. PRIMARY AUDIENCE
RESEARCH
• In the next question ‘What is your age category?’ I wanted to also see the age category
that the audience came under. From the results I can see that 37.8% of the audience are
between 18-24 years old and 26.83% are 45-54. This data shows that the majority of he
audience are in my original target audience of 16-24 year olds. Whereas the second
largest group was between 45 and 54 which is far off the original age range. With this
information about my audience, I will still use the target audience as 18-24 meaning it
wont change the project to much. The reason I have chosen this age is because this is the
age range that uses technology more than the others. My analysing the individual response
I can see what the 37.8% chose as their answers for the reset of the survey. This will allow
me to see what will interest the target age category and what they would engage best
with .

5. PRIMARY AUDIENCE
RESEARCH
• In my next question ‘Which do you think describes you best?’ I wanted to see what each
audience member thought they where in conclusion to the Cross Cultural Consumer
Characterisation (4C’s). From my data I can see that 41.46% of the audience think they are a
succeeder while 26.83% though they where a reformer. As these are the two highest categories.
Can see that the succeeders like products that are good but also accomplish what they set out to
do. This will be good for my product because I will show the audience the amount of time they
waste on social media, which will interest them as they will figure out how much extra time they
would have to succeed on their goals. This also links with the reformer. One of the characteristics
of the reformer is their value for time. By finding out how much time they spend on social media
and being distracted this will allow them to work on what matters and to have more time to
complete whatever tasks/goals that they have set out for themselves to do.

6. PRIMARY AUDIENCE
RESEARCH
• In the next question I am wanting to find
out if my audience class themselves as
mainstream or niche. From the data on
the survey I can see that 62.2% of the
audience find themselves to be more of
a mainstream audience. This shows to me
that they all like products that are aimed for a large targeted audience rather than a
product aimed for a small audience. This will help as it allows me to add things into my
product that will both interest all categories and specific categories at the same time and
at certain parts of the product. I will try to mainly tailor my product to the mainstream
viewers, I know that these type of viewer prefer blockbuster films and top chart music. This
will allow me to make something to look professional using techniques that they use. From
this I can find out that kind of thing mainstream viewers like about documentaries, allowing
me to interest them to my product more.

7. PRIMARY AUDIENCE
RESEARCH
• The next question focuses on how much time the audience uses some sort of social media
each day. This information helps to serve two purposes. Firstly, this shows me how much time
the audience spends on their social media. And by looking at each summation individually I
can see which age category spends what amount of time. The second purpose if that I can
look at all submissions individually and average the usage time by what age category that
they classify under. From the information in the survey I can see that 40.24% of the
audience only think that they spend 3 to 4 hours which tells me that they are busy for most
of the day. With the other two biggest categories of 26.83% on it for 1 to 2 hours and
18.29% on it for 5 to 6 hours, I can guestimate that the older aged audience are on it for
a lower time whereas the younger aged audience are on it for the logest times, reaching
up to 11 to 12 hours.

8. PRIMARY AUDIENCE
RESEARCH
• In my 6th question I wanted to find about what the
audience mainly use there social medias for. Like
question 5, this also serves two purposes. One,
allowing me to see which specific app the
audience spends on their social media. And by
looking at each submission individually I can see
which age category uses what app. The second purpose is that I can look at all submissions
individually and average the social media platform by what age category that they
classify under. From the information in the survey I can see that 51.22% of the audience
uses social media for leisure which tells me that they use their social media to wind down at
during the day. This also works well for me as my product is a platform where the
audience would normally go for ‘leisure’. With the other biggest categories of 43.90% on
it for communication. This shows to me that they might use this as communication throughout
the day, and at the same time as using it for leisure. I can guestimate that the older aged
audience are social to use it as leisure whereas the younger aged audience are on social
media to messgage their friends on apps such as Facebook, Snapchat and Instagram.