Working with the AKQA strategy team last semester, we were assigned the brand Paypal. We eventually discovered that there's an opportunity for Paypal to shift their target into a different target audience.

1. Tween
Students
PayPal Target Audience Analysis
by Maggie Wang | Alan Arguelles

2. Whitley
Smart Loves:
Confident Shopping
Friendly Friends
Family

3. Whitley’s Schedule
Part-time Full-time
Baby Sitter Student
Friend
Daughter

4. Whitley
Whitley
Female
12-17 yrs. old
Single
Caucasian

5. Personal thoughts /Diary
“Denim shorts &
diet coke. Messy hair &
music folk. Old Converse
& Starbucks times. Easter
Sunday & Friends of mine.
Daisy chains & long
summer days. Feeling
happy & spiritual ways.”

6. Tech / Language
Text:
“OMG i
ovrslpt, c u
in 30m”
Primary means
of communication
to peers

7. Media Consumers
Magazines such as TeenVogue
or Seventeen are used as
point of reference
for fashion tips / style

8. Media Consumers
Most likely to visit the
website of the store
they visited

9. Shopping Behavior
Most teenagers would
go to the mall near where
they live
They would usually notice
traditional advertising
displyed at the mall

10. Shopping Behavior
Text:
“Mit u @ d mall”

11. Food Consumption
They eat fastfood
that’s in the mall

12. Income / Expenditures
Earns
$2,167 /yr.
Spends at least
$100 a week
that’s $ 4,800 /yr.

13. Budgeting
40% teens report that they
were already saving,
24% say they are now saving more
21% are not saving

14. 3 C’s in saving:
# 1 priority: Clothes
# 2 priority: College
# 3 priority: Car

15. Tale of 1,200 parents & kids...
80% of the parents view
themselves as positive money
role models for their kids --
19% of the parents discussed
back to school budgeting with them

16. Opportunity
PayPal has the opportunity to
create a platform that financial
management does not stop
between parents & children.
It should also be extended to the
peers and people around them.

17. Conclusion
PayPal’s original vision has always been
“change the way we pay”. But focusing
only on the things consumers buy and
how they buy them is no longer sufficient
enough to persuade brand loyalty. PayPal
has the opportunity to make a change,
and that starts at an early stage. If we
could provide a conversation platform,
imagine what help the brand can do for
our families & our future.