This next blog post relates to my findings on my target audience:
Knowledge on a target audience is essential as it helps shrink down our advert's requirements in order to achieve our desired effect. With regard to my target audience of 16-25 year olds:
A quote from Visual Capitalist says, “In 2011 the average 18 to 25-year-old millennial watched around 25 hours of traditional television per week. Today, they watch closer to 14 hours per week.” Thus indicating to me that theres a smaller window that a majority of people acc watch tv.
A quote from Visual Capitalist says, “In 2011 the average 18 to 25-year-old millennial watched around 25 hours of traditional television per week. Today, they watch closer to 14 hours per week.” Thus indicating to me that theres a smaller window that a majority of people acc watch tv.
A survey from Business Insider revealed that “61% of Millennials say Netflix is their first or second choice for watching TV.” Considering our target market is also includes 20-25-year olds, we must take the lower percentile of millennials into account as well, thus making this information relevant. Gen Z (which encompasses our 16-20 year old market) shares a similar interest this Defy Media survey shows that for 13-24-year-olds, YouTube is a “must have,” meanwhile only 36% of those consumers pay for traditional TV. In fact, 71% of Gen Z consumers have a Netflix subscription. Gen Z would rather engage on social media rather than on TV and bouncing off this point Snapchat is the best option, about 60% of all 18-24-year olds use the app. Only 27% of 25- to 34-year-olds are on Snapchat. (according to comScore)
When referring to data obtained on millennial shopping habits, PFSweb dictates that 80% of millennials said that the mobile advertisements sparked their interest in a product. 54% of participants said that shopping apps provided a tempting transition into buying a product as it was far simpler. the significance of this is that the advert we're making focuses on a fast food app making the advertising of our product easier. About 35% of millennials said that they'd be happy to complete their purchase on a mobile device if the process was easier but it should be noted that the average 18- to 34-year-old lays out roughly $2,000 annually in eCommerce. This means that it is advantagous for our advert to focus around a mobile app and the glory of said app rather that the company in general.
In Conclusion: the fundamental points to take away from the research is:
- To focus on the mobile app, rather than the company in general
- Millennials love social media so that is a golden ticket into the desired audience's attention
- People are more likely to buy food if it's easy to obtain (so I must entertain that idea in my adverts)
- Snapchat esque adverts may be welcomed better on Tv
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