We came to the conclusion that our target audience for our music video would be Teens and Adults from the ages of 16-40. We also concluded that when looking into demographics that dealt with specifically male and females, we worked out that we would have a 60% Male audience and a 40% Female audience. We chose these demographics because the people that listen to this particular type of music and genre, fall well within the mainstream pop scene and culture they would rarely venture into the underground music scene.
To back this up we researched into the demographics of for the ipad. Our findings were that the Male interest out weighs female interest 2 - 1. What this means is that theoretically our music video would apply to a wider male audience, (this in turn backing up our personal independent estimate of a 60% male audience and a 40% Female audience). This shows a direct link to our core Ipad concept. With all this in mind we must consider and allow content which will address and connect with both genders. In order to achieve this we could involve female actors as well as male actors within the video itself. Also by involving people of different races and cultures we again appeal to a more internationally vast audience.
Segmentation
Young and Rubican developed a research tool using Dr Maslow's segmentation hierarchy, they developed a method of segregating different members of society into to stereotypes of certain types of behaviour and character traits. The system took into account that different people from different international backgrounds would be influenced by their different surroundings, it then removed the effect of the varied cultural backgrounds from the equation. The system divides people into seven integral groups all revolving around their core motivation. The groups are The Explorer, The Aspirer, The Succeeder, The Reformer, The Mainstream, The Struggler and The Resigned. We feel that the group that would be most interested in our music video would probably be the explorer the main reason for this was mainly that our video features many different locations from all around the country including Southampton's famous dock, a few of London's famous landmarks etc. This is why an explorer would be more drawn towards our video, as it would quench their thirst for discovery and new places.
