The document provides research on the target audience for a new app. It analyzes the audience as being ages 18-25, with most being current or recent students. A survey of 20 people found that 60% were students. The target location is Manchester, specifically the central area accessible to students. Interviewing a 18-year-old student provided insights into common study locations and needs like WiFi and outlets. Existing transportation app Citymapper is examined as an example for its wide target age range and ease of use.

1. Research

2. Target audience

3. Age (18-25)
A lot of people this age are likely to be students, as students tend to be 18-22 by
my own assumptions. I did some primary research onto the topic and found that
the average was that people would take a gap year and go when they are 19,
then leave a year later, I found some articles confirming this. Since people this
age are likely to be students or have been students, I am going to base it around
that and create an app around what their hobbies are likely to be.
Gender (Unspecified)
The gender of the target audience hasn’t been specified in the brief, so I assume
that I can decide on that. I'm going to aim my app towards people of any gender,
as I want it to be inclusive to anyone.
Geo-Demographics (Manchester)
The app is meant to be aimed towards people that are new to Manchester, but
they do not say a specific area of Manchester. I want my app to be aimed
towards students so I am going to choose an area that is easily accessible to
students, for instance the central town area, as this is an area that people can
easily get to and it is accessible to students from all of the universities in
Manchester.
http://blog.uniplaces.co
m/student-
neighbourhoods-in-
manchester/

4. Primary

5. VOX
I did a VOX on Survey Monkey, this is where you ask a few short questions to lots
of different people. I asked ‘What is your age?’ and ‘Are you a student?’, I asked
how old they were so that I could tell if they are the correct age for my target
audience. I also asked if they are a student so that I could find out the
percentage of my target audience that are students. I promoted this VOX on my
personal Twitter, Facebook and Tumblr, I chose to do this as it is the easiest way
for me to get people to see my survey, but also the people that are going to see
my posts are most likely to be in the target audience age range as they will be
people that I know.
The results
20 people completed my VOX. For the first question, 6 people answered that
they were 18, which is 30% of the people that completed it. 4 people were 19,
which is 20%, 4 people were 20, which is also 20%, 2 people were 21, which is
10%, 1 person answered 23, which is 5%. There were three anomalies within the
results someone said they were 30, another said they were 16 and a other said
17, however I checked each of their analytics and they answered no to the next
question. These results show that most of the people that answered this
question were within my target audiences age range, even with the anomalies
they answered no to the second question.
For the second question 12 people answered yes, which is 60%, and 8 people
said no, which is 40%. However if I were to discount the 3 anomalies from the
results, since they were not in my target audience and said no to this question,
80% would have said yes, and 20% said no. This shows that the majority of the
people within my target audience (That completed this VOX) are students, which
means that I should base my app around students and make it specifically for
them.

6. Interview
Another way that I got primary research is by interviewing someone within the age group of my target audience. I wanted to do this
because it meant that I would be getting in depth answer from someone that would be my target audience, whereas the VOX gives me
lots of answers but they are not in depth.
I interviewed one of my friends, Anne, in person. These are the answers that she gave me to the questions I asked.
Doing this interview helped me with the types of things that people
would be looking for when studying.
Questions:
-How old are you?
I’m 18 years old.
-Where are you from?
I am from Pickering, a small town in Yorkshire.
-Are you a student?
Yes.
-What University do you go to?
Salford Uni.
-What course are you on?
Midwifery.
-Where do you usually study?
In a coffee shop.
-What do you look for in a study space.
Free WIFI, Plug sockets.

7. Secondary

8. Existing apps- City mapper
City mapper is an app that will help you get to destinations and tell
you how to get there depending on how you want to travel, and
which is the quickest option. The app is very easy to use, so it is
aimed towards a big range of people as they will understand how to
use it whether they are good with technology or not.
Target audience:
The age of the target audience for this app is for people of any age,
this is because it is something that people of all ages would need to
use. Also it is easy to use, meaning that anyone of any age would be
able to use it. The gender of their audience is similarly to the age,
anyone, this is because it is not directly aimed to any gender as
everyone would need a map. Also there is no gender specific colours
used in the app. There is a wide target geodemographic for this app
since they have lots of different cities to choose and use the app
with. The socio-economic status of the people that use the app are
going to be class C2, C1, B, A, this is because even though the app is
free to use, they need a smart phone to be able to use it. Also most
of the options given to you in the app is public transport, which they
would have to be able to afford.

9. Sitemap

11. Wireframes