Psychographics – Audience Profiles

Men 16-34

·         Young men are traditionally perceived as a difficult bunch to reach through TV

·         Men from 16-34 usually don’t have children in their houses then the women of the same age.

·         Nearly 60 per cent are single and as a result, their social lives and careers provide the focal point of their lives

·         The majority work full-time

·         Over a third of men aged between 16-34 live in London and the South East

Men 55+

·         There are now over 7.5 million men over the age of 55 in the UK

·         The majority of men over the age of 55 are retired

·         They have longer to spend on the things that they enjoy and this is reflected in their media consumption

·         For 25 per cent of them, TV is their favorite pastime

·         Nearly 70 per cent of this audience have digital in their homes

Women 16-34

·         Young women have an incredibly broad set of media tastes and preferences

·         A woman spends the morning watching CBeebies with her toddler.

·         77 per cent of young women have access to digital TV

·         Nearly 60 per cent have high speed access

·         Young women are skilled multi-taskers

Women ABC1

·         Upmarket women have a higher tendency to have children in the household

·         More likely to be separated or divorced

·         Many stay at home to care for their children

·         Upmarket women account for just over 30 per cent of all adults

·         More likely to live in the south of England

Women C2DE

·         With over 11 million C2DE women currently living in the UK

·         Yearly income of less than £17,000

·         32 per cent choosing the Sky platform

·         28 per cent have a Free view box

·         Less than a quarter of C2DE women regularly read newspapers

Housewives with Children

·         There are currently over 6.5 million housewives with kids in the UK

·         36 per cent of this audience cite TV viewing as their favorite TV pastime

·         Over 80 per cent have access to digital

·         Nearly a quarter regularly read The Sun or The News of the World

·         Magazines prove more popular however and tastes vary between gossip

Children

·         Kids continue to race to maturity at an astonishing rate

·         They also soak-up new technology

·         For both boys and girls, music channels, children's channels, sport and film are the main drivers of viewing

·         72 per cent claim to listen to the radio

·         Magazines and books remain popular pastimes

Boys & TV

·         On the whole, boys claim to watch more TV than girls

·         Boys are less inclined to watch BBC1 than girls

·         Sky One is a firm favorite amongst this audience

·         News channels are appealing to boys

·         Boys are particularly avid consumers of cartoons

Girls & TV

·         Girls claim to watch 2.4 hours of TV per day, although this increases as they mature

·         65 per cent of girls have a DVD player in their rooms

·         Music rapidly takes over as they near their teens

·         MTV and the pop based channels become their favorites’

·         Virtually all have access to digital

The target audience for our media advert is 16-25 because their interests are similar to ours and we feel that this target audience would be the best.