Target Audience:
'A primarily 16-25 year old middle and up market audience of people who like to be engaged'
Evaluating the audience:
16-25 years olds:
They are mainly students or people who have just recently left education who are interested in their future, are interested in viral trends and are active on social media.
16-25 year olds are the most active demographic, spending approximately 3 hours and 30 minutes daily online. According to the Youth Sport Trust, nearly 99% use social media and over 70% use Youtube, Tiktok, Instagram and Snapchat daily. This shows that social media can help many shape their identity, as lots of people rely on online media to help define their values, clothing style and humour (Gauntlett's Identity theory). Also, over 87% of Gen Z believe that exercise can directly improve mental wellbeing, which supports the rise of people participating in community sports events like Hyrox and Tough Mudder.
Middle and up market audience:
The ABC1 demographic may have a stronger preference for personalised health advice and insights which are tailored to specific needs rather than generic advice compared to a C2DE demographic. They may look for content which can help them make lifestyle changes, such as in nutrition or fitness.
People who like to be engaged:
This suggests that they are interested in content that makes them feel understood, involves a story or makes them feel emotions like happiness or sadness. They are described as proactive, energetic and committed online, which shows that they enjoy having a genuine interest and getting involved.
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