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Audience Profile

The document profiles different age groups and their characteristics. It describes personality traits, common hobbies, social activities, media consumption habits, and buying habits for each group. The age groups covered are 10-18 years old, 30-40 years old, and 50-60 years old. For all groups, it summarizes key lifestyle aspects to understand how to best target each audience.

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191 views4 pages

Audience Profile

The document profiles different age groups and their characteristics. It describes personality traits, common hobbies, social activities, media consumption habits, and buying habits for each group. The age groups covered are 10-18 years old, 30-40 years old, and 50-60 years old. For all groups, it summarizes key lifestyle aspects to understand how to best target each audience.

Uploaded by

api-330704138
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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AUDIENCE PROFILES

10 – 18

Personality traits:

 Mood swings
 Rebelliousness
 Perfectionism
 Outgoing
 Adventurous
 Experimental

Typical Hobbies:

 Music
 Sports
 Arts
 Technology

Social Activities / lifestyle:

 Socialising
 Raving
 Clubbing
 Education e.g. primary school, secondary school, college, university
 Shopping
 Sport

Ways they consume media: People of this age group do not listen to the radio as much anymore
and when they do it is mainly to listen to music, not programs. Online services now provide music
online so even tuning in for music is now a rarity for this generation. TV is consumed by this age
group however is mainly limited to certain shows and however long it lasts on air, as again, the age
group leans more towards online streaming such as BBC IPlayer, Netflix etc. For new films, the age
group does still visit cinemas, however, overall, this generations media consumption is through the
internet/online media.

Buying habits

 Food
 Clothing
 Video games
 Electronics
 Event tickets

30 – 40

Personality traits

 Mature
 Conscientious
 Organised
 Family orientated

Typical Hobbies

 Cooking
 Investing
 Exercise
 Shopping
 Reading
 Gardening

Social Activities / lifestyle

 Pub
 Work
 Clubs
 Eating

Ways they consume media: This generation mainly consumes media through the form of television
however is followed closely by the internet. The least used platform for media consumption of this
generation is the radio.

Buying habits:

 Clothing
 Reading material
 Rent
 Cars
 Holidays
50 – 60

Personality traits:

 Mood stability
 Mature
 Accepting
 Calm
 Self-confident

Typical Hobbies:

 Gardening
 Fishing
 Classic car restoration
 Reading
 Yoga
 Knitting
 Watching TV

Social Activities / lifestyle:

 Working/Retired
 Travel
 Book clubs
 Sport clubs
 Classes

Ways they consume media: People of this age group are the largest consumers of TV and Radio,
meaning their information is mainly supplied through these platforms. They have the lowest use of
computers which is understandable as they grew up without them and most don’t necessarily know
how to use one or even own one.

Buying habits:

 Food and drink


 Hearing aids/glasses
 Magazine subscriptions/Newspapers
 Recreational items
 Rent
References

Cheryl Stephenson-Hearns. (2017). What Are Some Hobbies That Teens Are Interested
In?. Available: https://www.livestrong.com/article/1004471-hobbies-teens-interested-
in/. Last accessed 08th Jan 2018.

Morgan Stanley. (2009). How Teenagers Consume Media: the report that shook the
City. Available: https://www.theguardian.com/business/2009/jul/13/teenage-media-
habits-morgan-stanley. Last accessed 08th Jan 2018.

Hayley Peterson. (2017). Teens have a new favorite restaurant — and it’s not
Starbucks. Available: http://uk.businessinsider.com/how-teens-are-spending-money-
2017-4?r=US&IR=T. Last accessed 08th Jan 2018.

Carla Seddon. (Unknown). Lifestyles and social participation .Available:


https://www.ons.gov.uk/ons/rel/social-trends-rd/social-trends/social-trends-
41/lifestyles-chapter.pdf. Last accessed 08th Jan 2018.

Anne Vandermey. (2015). Millennials: They’re just like us?. Available:


http://fortune.com/2015/09/28/millennials-boomers-consumer-spending-habits-
comparison/. Last accessed 08th Jan 2018.

Phoebe weston. (2017). Personality CAN change dramatically: You're a completely


different person at 14 and 77, according to the longest-ever study into human
character. Available: http://www.dailymail.co.uk/sciencetech/article-4241782/You-
different-14-77-says-personality-study.html. Last accessed 08th Jan 2018.

Unknown. (Unknown). The 30 Most Popular Best Hobbies For Men Over 50. Available:
http://www.allhisthings.com/best-hobbies-men-50/. Last accessed 08th Jan 2018.

Unknown. (Unknown). Great Hobbies That Women Over 50 Would Love to Indulge
In. Available: https://hobbyzeal.com/hobbies-for-women-over50. Last accessed 08th Jan
2018.

Sam Ro. (2012). 35 Amazing Graphs That Show How Your Spending Habits Change With
Age. Available: https://www.theatlantic.com/business/archive/2012/11/35-amazing-
graphs-that-show-how-your-spending-habits-change-with-age/265575/. Last accessed
08th Jan 2018.

Adele Atkinson and David Hayes . (2010). Consumption Patterns among older
consumers. Available:
https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact
=8&ved=0ahUKEwjuqpOMnc7YAhXrJcAKHdyVDr8QFggpMAA&url=http%3A%2F%2Fwww
.ilcuk.org.uk%2Ffiles%2Fpdf_pdf_156.pdf&usg=AOvVaw2gwy. Last accessed 08th Jan
2018.

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