Understand how media producers think about their

audiences

Audience Profiling

Lecture contents

Psychographics - Interests and lifestyles

Demographics and Generational Markets - Sub-division of people

Social grading – Categorisation and audience profiling

Psychographics

Definition:

Study of lifestyles, values, attitudes, interests and personalities

Media use

Used in media industries to market potential new product or gauge opinion

Often employ ‘VALS’ method

‘VALS’

Values and Lifestyles

Five main categories

Belongers

Conformists, mainstream values, reluctant to take risks

Fit ‘Middle Class’ stereotype

Traditional in outlook and habits

Achievers

Prosperous

Make their own decisions

A lot of advertising directed to them

Socially Conscious

Aware of social issues

Politically active

Positive outlook & self-motivated

Aspirers

Aspire to a better life, but aren’t sure how to achieve it

Aiming for prosperity

Status-seekers

Experientials

5% of the population

Try new things in their attempts to experience life fully - risk takers

An ‘upscale’ audience with regards to media producers

‘I-Am-Me’ people

Work hard to set themselves apart

Appeal of products make themselves different

Youthful, energetic & demanding

Explorers

Creative and prosperous

Willing to try different products and ways of doing things

Have the financial means to do it

Demographics

Definition:

Characteristics of a population including:

Age

Gender

Behaviour

Demographic Generations

Potential audiences for products can be categorised by era they were born in

This can be referred to as ‘generational market’

World War 2 Generation

Born between 1928 – 1945

Key characteristics:

Conformity

Conservative

Traditional family values

Baby Boomer 1

Born between 1946 – 1954

Key Characteristics:

ExperimentalFree spiritedSocial cause orientated

Baby Boomer 2

Born between 1955 – 1965

Key characteristics:

Less optimistic

Pragmatic

Cynical

Generation X

Born between 1965 – 1980

Key characteristics:

Wanting emotional securityIndependentInformalEntrepreneurial

Millennial Generation (Generation Y)

Born between 1981 – 2010

Key characteristics:

Wanting physical security and safetyAcceptance of changeTechnically proficientEnvironmentally aware

Demographics

Can also include :

Gender and Sexuality

Geographical location

Employment

Socio-Economic

Categorised by income/status

Broken down into six categories

A - Upper middle class

Top management, bankers, lawyers, doctors and other professionals

B - Middle class

Middle management, teachers, 'creatives' e.g. graphic designers, film makers etc.

C1 - Lower middle class

Office supervisors, junior managers, nurses, specialist clerical staff etc

C2 - Skilled working class

Skilled workers, tradespersons (white collar)

D - Working class

Semi-skilled and unskilled manual workers (blue collar)

E - People at lowest level of income

Unemployed, students, pensioners, casual workers