Psychographics is when
advertisers target a particular type of audience. Everyone is different I some
way or form, might be because of their background or Advertiser’s product
appeal to specific customer so they need to buy the correct adverting space.
The reason why is that most of their funding is make by advertising so they
will need to appeal it to a specific type of audience. Most media companies can
define their audience with a psychographic profile.
This is when an
organisation or business will try to target their product or service to a
certain audience.
All products will have
a target audience in order for the business to get sales from that target
audience, this is when the research organisations will come in, and businesses
will be able to research so they know when they should advertise their product
and where they should advertise. The different type of psychographics is:
Ø Men 16-30
Ø Men abc1
Ø Men c2de
Ø Men 55
Ø Women 16-34
Ø Women abc1
Ø Women c2de
Ø Women 55+
Ø Housewives with
children
Ø Children
Ø Boys & TV
Ø Girls & TV
The advantages of qualitative research are;
Ø You can find a more in depth explanation and
the reason of your target audience’s choices. This will help to alter and edit
the factors that may go wrong
Ø it may be more cheaper than quantitative
research as it focuses on a small sample group and will not need as much
equipment
Ø The participants are able to provide their
own opinions through data.
The disadvantages of qualitative research are;
Ø it isn't measurable and you are not able to
put the information into a statistical graph or chart
Ø you can't take assumption on a small group of
the target market, as there may be other demographics which will affect the
answer
Ø Sometimes the open-ended responses are not
truthful or fully answered as people may prefer to select options rather than
write a sentence.
The advantages of quantitative research are;
Ø The data collected from quantitative research
can be easily interpreted. This is because the data is in figure form, so the
information can be gathered and converted into different factors (e.g. ratios,
percentages, fractions, etc.)
Ø The data can be put into graphs and charts,
which is an advantage because it can be easily read and downsized to help the
data more "understandable".
Ø "Quantitative research can be used to
test hypotheses in experiments because of its ability to measure data using
statistics."
The disadvantages of quantitative research are;
Ø The purpose and context of the research is
ignored and it may not be clear to the interpreter of the finalised data.
Ø Another disadvantage is that a large sample
of the population must be studied; the larger the sample of people researched,
the more statistically accurate the results will be.
Ø This also creates another disadvantage
because that means quantitative research is more expensive, as more materials
are needed.
Men 16-34
Ø 64% of
men have less chance of having kids compared to 42% of women.
Ø No
time to watch TV more social.
Ø Men watch
TV at weekends because of sports.
Ø 25%
heavy users of newspaper.
Ø 70%
have broadband.
ABC1 Men
Ø 12.8million
quarter of all adults
Ø Less
chance of divorce/Separation
Ø Upmarket
men place a strong emphasis
Ø Big
users of the internet.
Ø Activities
online involve travel, sport, finance and news
Ø Watch
sports over the weekends and news/documentaries during the week.
Ø Ten
and a half million men.
Ø Will
keep working after they had a child
Men
55+
Ø A lot
of people are living longer so the amount of people over the age of 55 has
increased rapidly over the last decade.
Ø There
are now over 7.5 million men over the age of 55 in the UK.
Ø Majority
of men over the age of 55 are retired, which means they have more time on their
hands to watch TV.
Ø BBC
(BBC1 and 2 rank amongst their favourite channels) they also appreciate the
commercial stations. ITV1, UKTV History, Discovery and National Geographic are
popular amongst men in this age group
Ø In
addition to TV, over half of the mature men in this age bracket listen to the
radio daily.
Women 16-34
Ø young women
have an incredibly broad set of media tastes and preferences
Ø Young women are
big consumers of media on the whole, engaging with a variety of platforms on a
daily basis.
Ø 77 per cent of
young women have access to digital TV
Ø Only 12 per
cent of women claim to have paid to access a sporting event
Women ABC1
Ø higher tendency
to have children in the household and are more likely to be separated or
divorced than their male counterparts
Ø Upmarket women
account for just over 30 per cent of all adults and are more likely to live in
the south of England (especially London).
Women C2DE
Ø With over 11
million C2DE women currently living in the UK, this is one of the largest
demographic audiences.
Ø Over half of
the women within this demographic group have a yearly income of less than
£17,000.
Ø Radio, however,
is a more popular medium. 45 per cent listen to the radio every day, with
Radios 1, 2 and commercial stations such as Virgin and Capital FM featuring
highly.
Women 55+
Ø As the population
lives longer, people's attitudes are staying younger. Whereas 55 may have been
considered old a few decades ago, this is no longer the case. With nearly 9
million women over the age of 55 living in the UK today, this large demographic
is set to continue expanding and is likely to become ever more appealing to
advertisers as a result.
Housewives with Children
Ø There are
currently over 6.5 million housewives with kids in the UK
Ø Firstly,
housewives with kids are incredibly media-savvy and exposed to host of
different formats and messages per day
Ø 36 per cent of
this audience cite TV viewing
Ø In general
housewives with kids have a preference for soaps
Ø One unique
element of this audience is their propensity to use the TV in a highly varied
number of ways
Ø Kids continue to race to
maturity at an astonishing rate
Ø They have
complex social networks, formed both inside and outside the home through
everything from school to online chat-rooms.
Ø For both boys
and girls, music channels, children's channels, sport and film are the main
drivers of viewing, although there is some variation between the sexes on the
genres consumed
Boys & TV
Ø Boys claim to
watch more TV than girls - 2.7 hours average per night
Ø Boys are also
slightly more likely to have a TV in their rooms than girls.
Ø Boys are less
inclined to watch BBC1 than girls but their consumption of five is higher
Ø 13-14s where it
watched by nearly 60 per cent of them.
Girls & TV
Ø Girls claim to
watch 2.4 hours of TV per day, although this increases as they mature and their
tastes switch to a broader range of genres such as soaps and reality.
Ø Digitally, ITV2
is proving an increasing favourite for girls
Ø Until the age
of 9, girls favour children's channels and cartoons, but music rapidly takes
over as they near their teens
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