Target Audience

UK Tribes

This project came about when Channel 4 commissioned it back in 2005. This website is 'the home of UK youth research' it explores a wide variety of all the social groups that youths nowadays are apart of such as hipsters, chavs and ravers. It gives information about them (how to spot/differentiate them), their alternate names, tribe icons, the brands they wear, the different types of media they absorb and how much of each type. Currently they have discovered 25 different tribes by creating a 'Find Your Tribe' survey where there were over 50,000 respondents in 2006.

To identify the different tribes they also used a range of qualitative techniques: Desk research
                                                            - Online forums
                                                            - Depth Interviews
                                                            - Video and picture diaries
                                                            - SMS-derived insight
                                                            - A UK network of young people providing regular trend reports
                                                            - Expert interviews with marketers, media, event promoters,
                                                               DJs, fanzine editors etc
                                                                                          

I decided I wanted my target audience to be young boys and girls/teenagers (aged 11-15) who are into pop music. I have decided this because by using this genre I am able to draw on my own knowledge and resources because when I was that age that was the type of music I listened to. I still listen to that music today but now it has widened further into different genres after experimenting with different artists such as Drake, Calvin Harris and Kanye West. This would be a popular magazine as there are other magazines similar to what I want mine to be like on/were the market already, these are 'Smash Hits' and 'Top of the Pops'.  These two magazines are reasonably priced at £2.00 for Smash Hits and £2.99 for Top of the Pops as the readers don't have jobs.The features of current magazines that attract the target audience is the celebrity endorsement of their favourite artists, the magazine can promote when they are visiting the UK, their tours, fan clubs etc. At this age these tend to be people like Justin Bieber and Miley Cyrus. Miley Cyrus, for example, is also famous for her acting and for her clothing line at Asda. Readers will be influenced in their own fashion by copying similar items to what Miley would wear i.e. the snapback trend that has got older teenagers across the country wearing them has come from inspiration from their favourite artists.

I used UK tribes as the base of my target audience research, it helped me decide which group of people I want to be my target audience. It also gave me an insight into their interests so I had an idea of what content to include in my magazine. I couldn't find my specific target audience because as my audience are young they don't have enough money to go around experimenting in every genre of music, they will be influenced by their close family/friends music taste and the most popular music around; which is chart music.They also haven't necessarily joined a particular group yet e.g. bloggers, street rats or trendies. The group of people I want to attract are those who are known as 'the casuals'

My target audience is something similar to the 'young alts' who are described as 'something different, but beyond that, they’re not exactly decided. They’ll read about or listen to a huge variety of bands and try Skater, Emo and even Urban fashions. They also love a lot of mainstream fashion and music'.

The 'townies' are also part of my target audience, it is said that 'most people have little choice but to start as Townies. You have to make a decision to join a different Tribe, to break away from normality, to find your own niche, and indeed many make this decision as they move through their teens'.