R&P: Target Audience

Gathering research on how to style my video, website and CD cover, I need to find my target audience. To do this, I can look at fan websites, forums and take to the streets recording vox pops and interviews.

To establish my target audience, my first port of call is the Kelly Clarkson website. On doing so, I found that there are two membership options, one for her fan club, costing $29.99 to join and one that is free, in which you can just access the forums. This suggests that her fans must be dedicated to pay for membership to her site. After signing up to the free membership, I looked through the members list to see if I could find out information on the users of this website (interests, location, age…), but there was little evidence of any.
As this bore little luck, I decided to use Quantcast, an online serch engine designed to find out the demographics of people using particular websites.

kellyclarkson.com on Quantcast

Originally uploaded by A.Griffith

These graphs show that the users are split 50/50 male/female with 82% of the users are between 13-34 (13-17 23%; 18-34 39%). Also, 83% of them are Caucasian and 42% in education. This gives me a strong idea of my target audience.

So not to rely on the one suggestion of target audience, I also looked at Kelly Clarkson fan sites, also putting them through Quantcast. I found that kellysource.org is 55/45 male female, 31% of users being 18-34 and 67% being caucasian. 52% of users are also in education.

 

 

 

Another fan site, kckellyville.com, also showed a pretty even split of 51% male 49% female. 70% of the site is used by 13-34 year olds (34% 13-17; 36% 18-34).  77% of the users are caucasian and 52% are in education.

From all this information gathered, I have a very strong idea of who my target audience is 13-34 yr old white male and females (they are very close in range), possibly in education. This is actually evident on Kelly Clarkson’s Myspace page where her friends fit into the demographic for this audience.

Kelly Clarkson Myspace Friends

Originally uploaded by A.Griffith

 

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