The target research covered ages 16-25 and was slightly biased towards females. Most respondents owned 10-20 t-shirts, with bands, color, and funny images being most popular designs. High street stores were the most popular purchase location, though two-thirds also buy online. Swear words were the most commonly found offensive design. Personality was most often cited as what t-shirts say about the wearer. Blue and pop music were the most popular color and genre, though responses were varied. The target audience watches various TV channels.