Target Publics (Chiara)

 

A target market is a specific, well-defined segment of consumers (marketing orientated)

A target audience profiling: Demographics vs psychographics

millennial audiences and atomised journalism: content being consumed through social media, not through the publishers directly

 

The target publics consist of parents, families, teachers, childcare workers, and children. These are the people that the companies are marketing for and these people make up the current consumer and potential consumers of the products being produced by the company.

 

Social Media statistics/demographics

Facebook:

Global population that use Facebook: 1.65 billion

Percentage of Australian population that use: 93%

Percentage of Target groups that use: between 95-97%

 

Instagram:

Global population that use Instagram: 300 million

Percentage of Australian population that use: 26%

Percentage of Target groups that use: between 17-54%

 

Twitter

Global population that use: 310 million

Percentage of Australian population that use: 17%

Percentage of Target groups that use: between 10-28%

 

Publics

 

Parents

Demographics: Aged: 27 – 40, Male and Female, Background – Not only Australian parents, parents of all different backgrounds, ethnicity, religion, typically more left wing/progressive.

Geographic Location: Typically urban areas

Psychographics: Politically and socially progressive, values equality, specifically based on background, gender and sexuality. Likes to see progressive changes in society and encourages movements towards equality and is passionate about the upbringing of children and the education of children. Dislikes gender roles, homophobia, sexism, racism.

Behavioural: Consumes mainstream media, reads the paper and is active on social media i.e Facebook, Twitter and in some cases, Instagram. Consumes toys, games, apps and media for their children. Makes a conscious effort to consume products that are educational/beneficial for child’s development.

 

Families

Demographics: Aged 20+, Male and Female. Are sisters, brothers, mothers, fathers, grandparents, aunts, uncles, cousins, family friends. Background is not restricted to Australian but ranges to all different ethnicities, religions ect. Typically are more left wing/progressive.

Geographic Location: Typically urban but also ranges to some more rural areas.

Psychographics: Politically and socially progressive, values equality, specifically based on background, gender and sexuality. Likes to see progressive changes in society and encourages movements towards equality and is passionate about the upbringing of children and the education of children. Dislikes gender roles, homophobia, sexism, racism.

Behavioural: Consumes mainstream media, reads the paper and is active on social media i.e Facebook, Twitter and in some cases, Instagram. Consumes toys, games, apps and media for children. Makes a conscious effort to consume products that are educational/beneficial for child’s development.

 

Teachers/Childcare workers

Demographics: Aged: 21+, Male and Female, Background – Not only Australian but of all different backgrounds, ethnicity, religion, typically more left wing/progressive. Usually educated at a tertiary level, definitely received training/education post high school.

Geographic Location: Typically, yet not restrictively urban areas

Psychographics: Passionate about the education and up bringing of children. Politically and socially progressive, values equality, specifically based on background, gender and sexuality. Likes to see progressive changes in society and encourages movements towards equality and is passionate about the upbringing of children and the education of children. Dislikes gender roles, homophobia, sexism, racism.

Behavioural: Consumes mainstream media, reads the paper and is active on social media i.e Facebook, Twitter and in some cases, Instagram. Consumes toys, games, apps and media for children. Makes a conscious effort to consume products that are educational/beneficial for child’s development.

 

Children:

Demographics: Aged: 2-8, Male and Female, Background is not restricted to Australian but ranges to all different ethnicities, religions ect. Do not have much knowledge about political or social issues.

Geographic Location: Both urban and rural

Psychographics: Enjoy fun activities and games that are stimulating. Do not like tasks that are not stimulating or fun. Love to use their imagination and relate themselves to their games and characters in the games they play.

Behavioural: Plays games with friends and plays individually on apps and with toys. Enjoys creating, exploring, playing and completing quests.

 

References:

http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

http://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/

http://techcrunch.com/2014/12/10/not-a-fad/

https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

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