Audience Research

Secondary Audience Research

There are three marketing mediums: print, television and print. An older target audience would prefer print products rather than products that are streamed via technologically converged platforms as that's what they're used to.

Genre of songs in correlation to ageism:

From this I can tell that classical rock is the most popular genre amongst my target audience. Therefore, to create a more vintage and nostalgic retro feel I will use a hybrid of rock and another sub-genre like classical or neo-psychedelia. 

The BPI’s Digital Music Innovation Panel:
 
During June 2011, the BPI’s Digital Music Innovation Panel conducted a survey into music consumption patterns in UK households. They sampled 1,000 adults with quotas on age, gender and household composition. They used a 25 minute online survey, with some metrics collected for individual respondents and some for entire households


 The change in listening behavior:
 
Claimed change in behaviour suggests that consumers increasingly use a range of free ways of listening to music, hence the competition for earspace intensifies and physical CDs continue to feel the pressure. Although paid downloads and premium music subscriptions are on the increase, free music on the web is growing even faster – hence the industry is doing more to convert music fans to both paid downloads and subscription services like Spotify. 



 Share of ear space by age:
  
They asked UK music consumers to estimate what proportion of their personal listening was from music accessed in various ways – as shown here for all UK music fans – and by age band. The proportion of listening that comes from paid-for music increases with age, with younger consumers more likely to spend more time listening to music from ‘free to consumer’ sources like ad-funded streaming, YouTube, free downloads and tracks copied from others. Over time, the industry’s challenge is to monetise the licensed free to consumer channels more effectively, and to move as many consumers as possible out of the unlicensed channels, or encourage younger consumers to pay via new alternatives to current options like CDs, downloads and subscriptions


 

 Amongst ages:

 


From this, i can tell that the older audience resort to faster and easier ways of accessing music and that majority are not up to date technology. I can include vinyls and nostalgic props in my music video to prompt the audience. I wish to create a specific music video for the niche audience.


 Marketing to a 30-49 year old audience:

• Eighty-one percent of adults use the internet, according to a 2012 survey. 

• Thirty-nine percent of adults have a smart phone as well. Obviously, the internet provides a relatively useful channel in advertising to adults. Using the internet is partly a result of this age range wanting to feel young and with the times. The average middle aged person today isn’t afraid to try new things, and companies use this to their advantage by making their product seem like the next big thing. If an adult thinks the product is new and “hip”, he/she is more inclined to consider purchasing it.

• Print advertising is more effective with 30-40 year olds than with any demographic younger than them. This is a result of their being raised without the internet and social media and a thousand-and-one television channels. More of this demographic reads magazines and newspapers, and they are more competent when it comes to language. Companies are able to utilize more complex literary devices in their print ads, like metaphor and hyperbole. While adults are less likely to tape a photo of Derek Jeter with a milk mustache or Kate Upton bending over the hood of a Camaro to their bedroom wall, they are more likely to respond to print ads.

 Primary Audience Research

I carried out a questionnaire using google forums to investigate the characteristics of a purposefully 30-49 year old audience.        

















From primary research i have concluded that my half of my target audience listens to music daily, with rock being again the most popular genre. They listen to music for the purpose of having fun and relaxation and they reference nostalgic bands/singers that are old themselves. Features of a music video that the respondents have identified are bold colours, lyrics, good effects and the cinematography. 

I have embedded these into my music video as a response to the audiences needs:

• Rock as a hybrid with classical music - baroque pop, including nostalgia and generics of rock
• The narrative will follow a positive narrative, with the intent of creating fun, relaxation and pleasure within the audience. I will do this through retro props, editing and lots of slow motion.
• I will manipulate all resources at my disposal to produce the music video with high production values
• Bold colours through LED's and lighting filter experimentation.