client project research

1. Client Project Research
Tom Haase

2. Audience
My client is a Vinyl Eddie, which is a store that predominantly sells old records/vinyls. This store is
very small in the business world, therefore there isn’t much information on the internet about this
store, which doesn’t help me analysing my target audience, however, because the store mainly sells
one type of item (vinyls), I can figure out my target audience through research about vinyl/record
sales, as it will be the same audience, due to the same item sale.
Usually the age rage of people who buy vinyls are of an older generation (as thats when they
originated from) but mainly from young adults and middle aged people, who like retro music and
collect vinyls. According to an ICM poll, nearly 50% of vinyl buyers are under the age of 35.
approximately 16% of people buying vinyl records are aged 18-24 and 33% are aged 25-34, with only
10% of buyers aged 55-64. This means that I will be aiming my audience for 25-34 year olds mainly.
As music is such a varied hobby and both male and females are fairly equal in who listens to music
on vinyl records, as many people prefer having a hard copy of music rather than a digital one, which
means I won’t be aiming for a specific gender in my work and will try to aim at both. This goes for
ethnicity as well, as anyone tends to listen to music on digital or hard copies, therefore my target
audience won’t be specific to one race.
Due to an increase in vinyl record sales the prices have been raised quite a lot compared to a few
years ago, as now at many record stores the lowest albums are around £20, and if you are a big fan
of vinyl records then you would want to buy a lot, however because they are quite expensive this
cost doesnt benefit people in a working class or lower socioeconomic status’ (C2DE), therefore i will
aim more towards people in a higher status (ABC1).

3. Audience
According to Cameo UK the area of my clients place of work fits the description of my target
audience so far, for example the main socioeconomic status’ in this location are C1 and C2, with
above average wage, however the known financially stable homeowners are aged around 55-74
mainly, however this is still a main age range vinyl record buyers are in. 72% of the people in this
area are either with a partner or have a family, and usually when you are coupled with someone or
in a family, you are more likely to buy purchases such as vinyl records, as they can be seen as
luxuries, and they aren’t essential, also it is cheaper to buy music digitally, therefore if needing to
save money then this option would have been chosen. Also according to Cameo UK 49% of te
residents living in this area eat out at restaurants at least once a week and 21% holiday abroad at
least twice a year, therefore if these payments can be made weekly for meals and yearly for holidays
then there is a high chance they have the money to purchase items such as vinyl records, even if
they are seen as overpriced and fairly expensive. From Young and Rubicam’s Cross Cultural
Consumer Characterisation (4Cs) my target audience would likely be the opposite of a mainstreamer,
because buying vinyl records doesn’t ‘save money’, isn’t ‘following the crowd’, as my target audience
better fits into the aspirer category, where the ‘attractive packaging is more important than the
quality of the contents’ because if this didn’t matter then they would likely buy music digitally, as it is
easier to buy, saves money and easier to use.

4. Bibliography

5. Bibliography
1. Anon. (2018). Vinyl Is Bigger Than We Thought. Much Bigger. Available:
https://www.forbes.com/sites/billrosenblatt/2018/09/18/vinyl-is-bigger-
than-we-thought-much-bigger/#2cc49bcf1c9c. Last accessed 21st
October 2018.
2. Anon. (2018). Who's Even Buying Vinyl. Available:
https://www.digitalmusicnews.com/2016/04/15/whos-even-buying-
vinyl/ . Last accessed 21st October 2018.
3. Anon. (2018). Vinyl Revival. Available:
https://en.wikipedia.org/wiki/Vinyl_revival. Last accessed 21st October
2018.
4. Anon. (2018). Cameo. Available:
https://m.cameodynamic.com/search/category/?id=7F . Last accessed
21st October 2018.