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. Offensive content like swear words and racism should be avoided. Half see their t-shirts reflecting their personality. Music preferences were varied, so multiple genres could be featured. TV channel viewership was also fragmented, so broadcasting on BBC3 could still be effective.