In the last week, I created a survey (as detailed in this
[x] post) and recently I collected the results. Here are the initial results detailing everyone that I surveyed. These have been included in the post so that it is clear that this was a fair survey and I surveyed people from all backgrounds.
This shows that I surveyed people from a range of different age groups. I did my best to survey at least one person from each group. I had easier access to under 18 - 26 yr olds as they are around my age group and therefore I am more likely to be friends with these groups. I then surveyed an equal amount of people from these groups for the sake of fairness. This should tell me the age of my target audience. This is useful, as I said before, for adapting the language usage, image-to-text ratio, article choice, and the levels of formality in my magazine.
I surveyed an equal number of men and women so that I could safely say that more women than men would be likely to read the magazine. Despite this being an obvious assumption, I wanted to receive proof and see just how dramatic the gender split was. I assume that I'll have a small male readership. This will help inspire me with colour themes and article choice as well as a range of other things.
This was not something that I could get an even split with as the people I know did not necessarily fit into these categories evenly. I did my best to get a similar amount of single, taken, and engaged people and, indeed, the numbers are close. However, if I did this survey on a wider scale, I would have liked to have had more married participants. The results of this will give me insight into what sort of articles I should include.
Once more, I did my best to get people from all social classes. I do know people from a range of backgrounds so this was not overly difficult. The numbers are not perfect but, as the graph represents - this was a relatively fair split. This tells me whether or not I should focus on luxury products or cheaper products.
This is closely linked to the question that follows.
This tells me about the personal lives of my readership and gives me insight into this such as how much free time they have, how much disposable income they have, and gives me stereotypes about their interests and personalities. This would affect the articles I would choose to run and the language used throughout.
This question exists to prove that all of my respondents were from my target area of the North East and that I only surveyed people who were regionally relevant to me.
This was another question where it became difficult to get an even mix as, clearly, the people I know would be situated closer to me. What I did do was ensure that I surveyed people from across the area - though this was incredibly difficult to do. If I were to do this survey again, I would have liked to have done it on a wider scale and been able to survey more people from each area.
This question allowed to give me insight into my readerships views on marriage and see if there was anyone reading it who was unsure about marriage or if everyone was certain in their views. People who are certain about what they want tend to be easier to sell products to but I could adapt articles specifically to those who are unsure if they made up a large portion of my audience.
This question is related to the question below.
These two questions were very relevant to my viral marketing campaign. It tells me which social media platforms are the most used and the most well-known. With the proliferation of technology, brands need an online presence to stay relevant and this can be achieved through creating a social media presence. This tells me which social medias I should put in my magazines contents page and on the footer and my website. The most popular were clearly Facebook, Twitter, and Instagram but I will also check if these are the most popular with my T.A.
I received 17 relevant results. If I could do this survey on a wider scale, I would. These 17 people make up my target audience and these would be the people I would try to appeal to. I will remove the 21 people who would not be interested in a regional bridal magazine and re-review my results.
The age range that was the most interested in my magazine was 26-30 year olds. People in their late twenties are no longer 'young' adults but they are not quite middle-aged yet. This means that they have a sense of maturity but not so much that the magazine will have to be uniform and overly formal. I should ensure that my magazine does have formal tones but I can still stray from uniformity in places. My language usage should be serious for the most part but informal first-person may be used. Articles should focus on people in this age group and my model should be someone from this age group. Women (see below) from this group are stereotypically either interested in child-rearing or they are too focused on their career. This may factor into my article choice.
This confirms what I already expected - women make up a vast majority. This may mean that I include more pinks in my color scheme. It means that my model should be female. My articles should be targeted towards females. My language choice should be more feminine. I may also include some articles on the website for the male audience as they do exist in a very small percentage.
The majority of my audience is engaged and in the process of planning their wedding. This will, again, affect my article choice as they will focus on the lead-up to getting married. This means that my articles can focus on this planning process. The others I can assume are hopeful that they will find someone and they will propose.
70.6% of my audience belongs to the ABC1 social class. This means that my T.A have a large income and would be more likely to be interested in luxury products and luxury weddings. They may look in these sort of magazines or on the website to try and find products to purchase or a location to look into and therefore I must adapt in order to meet this demand. This also may affect how much I sell my magazine more as richer people can afford more expensive magazines.
I have a small percentage of student readers but the majority are not in education. However, there is a 29.4% percentage of my audience who are students. I could tailor some of the articles to students and have some about balancing student debt or balancing education with married life ect. However, the majority of my audience are not students and therefore I can assume that they are employed (as only 2 people are unemployed as seen below.)
The majority of my audience is in full time employment. 88.2% are in overall employment. This shows me that my audience is independent and hard-working and that they have a reliable source of income. Those in full time work may have less free time but 47.1% have a large amount of free time.
This question links to the question below.
This does not show any particular pattern or any congregation of readers in one specific area. I have a potential audience across the North East. My highest percentage came from Newcastle with 23.5% of relevant respondents hailing from there. However, I will try to appeal to the region as a whole.
This tells me that majority of my audience are certain about what they want and have already considered it. This means that they have preconceived notions about what they want some a wedding. There is also a very small portion of readers who are unsure what they want but may be susceptible to persuasion. This tells me I can, for the most part, assume my readership wants to be married as I assumed as they are reading a bridal magazine.
This links to the question below.
This makes it clear that my target audience primarily uses Facebook, Twitter, Instagram, and Snapchat. These are easily the most popular and the ones I should consider putting on the footer on my website and on my contents page for my viral marketing campaign.
I will make a follow-up post detailing what I learnt about my T.A in one infographic at a later date and I will use this to adapt my magazine to suit my potential buyers.
