Evaluation 4- Demographics and Psychographics

Demographics of our Target Audience

Target Audience Age:
The age of our target audience is 15years old. We chose this age because the issues covered within our film would be the most relatable to this age group. For example we cover issues such as; relationships, social groups and bullying. A 15 year old would find these very relatable as, being in school, they are most likely to be facing many similar issues themselves. They are also a similar age group to the characters within our film so will be able to relate to that. A main issue covered in our film that would be suitable to a 15 year old target audience is isolation. Charlotte in our film is often alone and until she meets Peter has no friends. This would be very relatable to a 15 year old as within your teenage years everyone feels isolated or alone at one point.

Location:
The location of our target audience would be in the United Kingdom, because it is a British film so the settings, accents and way of life would be more relatable. The location would also be in a big city, such as London. This is because the target audience will be more exposed to advertising in a city, such as billboards, buses, and large posters in various places; such as bus stops and train stations. In a city where the population is higher there are more people to talk about our film and spread it round by word of mouth. this will increase interest and attract our young target audience, because if everyone is talking about it they will be intrigued and are more likely to copy others if they're watching it, to fit in and be cool.

Target Gender:
The gender of our target audience would be female as they would relate to many of the issues covered in our film more than a male. Issues such as relationships and social groups especially, as female's stereotypically tend to spend more time thinking and worrying about these things than a male. Another reason we chose the gender to be female is the main character in our film is female and the film is therefore from a female perspective. This means a female audience would relate more to her and her issues, they would be more engaged and eager to watch the film. A male audience would not be as affective because they stereotypically aren't as interested in teen angst, more action adventures. To portray our target audience in the film we used lots of stereotypical girly colours such as pink, the fonts in our title sequence also are very feminine.

Income Level
The income level of our target audience is minimum wage because at this age they'll only have part time jobs. This is good because it means they have money but because of their age don't have to spend it on bills etc. so they can are more likely to spend it on social things; such as going to the cinema to watch our film with their friends. It is also an old enough audience to have a part time job, instead of relying on their parents for money, which they may be less willing to give them just to go to the cinema.

Education Level
Our target audience is still in fulltime education in secondary school, this is because they would relate more to the characters in our film, who are also still in full time education. This means they would be facing similar issues to those covered in our film. School tends to be the main place most relatable issues are covered, such as; the stress of school work and exams, arguing with friends/boys and bullying. They will also feel more familiar and comfortable with a school setting if they are in fulltime education meaning they will be more engaged and enjoy the film.

Marital and Family Status
Our target audience will have the same marital status as the characters in our film, of single or in a non-serious relationship. We chose this because then the relationship issues would be easier to relate to and would attract our target audience. Our target audience are also likely to have family issues at home. This is because the USP in our film is that it covers family issues such as sister rivalry and divorce. This isn't that common for a teen angst, so would attract an audience with similar issues that they can relate to our film.

Occupation
Our target audience if fairly young so is still in full time education with a small part time job, this is similar to the characters in our film and will also mean they can relate to the characters trying to balance school life, work and a social life, which is some of the issues that appear in our film.

Ethnic Background
 Our target audience ethnic background is white British. This is because it is a British made film and the majority of characters are also white British so they will seem more familiar and relatable to the audience. Also the characters way of life and everyday problems will be similar to this audience and the familiarity of this will interest this particular audience.

Psychographics of our Target Audience

Personality

The personality of our target audience would be very stereotypical to a teenage girl, girly, popular, enjoys gossiping, self-centred and obsessed with appearance. This is because it means it will attract a large group of people and the target audience will be quite big. It also means they will be able to relate to the majority of characters in our film such as Caitlin, who has a similar personality. We made the target audience for this clear in our film by focusing on props such as make-up; to show they care about their appearance and are self involved.  

Attitudes

The attitudes for our target audience is sarcastic, happy and funny. This is because this is stereotypical of a teenage girl and they would find the characters in our film Karma, easily relatable and enjoyable to watch.

Values

As a teenage girl our target audience would value a number of things such as; family, money, looks, and relationships. Family being a value for our target audience is very important because it is a value covered in our film so the audience may find relatable. A teenage girl is likely to value her family because she would still live at home with them at this age and rely of them for many things. Money is also a key value because with only a part time job they wouldn't have a lot of it, so they have to learn to value it and spend it wisely. Looks is a main issue because teenage girls care a lot about what people think of them and how they look. They want to be cool and fit in. To portray this in our film we did a lot of close ups on make up such as; lipstick and the girls doing their hair and looking in the mirror. Relationships is also valued by our audience because at this age relationships are considered very important, whether that's with a boyfriend or just friends in general. Arguments and upsets within relationships will become the most important thing and the biggest disaster in the world for a teenage girl. This is why we tried to cover these issues within our film, to make it relatable for our audience.

Interests and Hobbies

Our target audiences hobbies and interests include shopping and gossiping. This is why in our film we tried to use up to date brands such as Nike and included a lot of rumours and stereotypical bitching so the audience would find the film more enjoyable. Our target audience also enjoy socialising with their friends by going to the cinema or watching movies. This is a common thing for our audience to enjoy doing because they are very limited to activities on offer. No car or no money the spend their weekends and after school stuck to the same location, so watching films is very popular way to spend their time, it means they are more likely to watch and enjoy our film.

Lifestyle

Teenage girls lifestyles are very busy, social and involve going to parties and hanging out with their friends, this means our film is likely to be talked about; as movies is something they would talk about. This would raise awareness and popularity of our film through word of mouth.

Behaviour

The behaviour of our target audience would be described as in the middle and average. They're not a group of people who cause trouble and don't listen to what they're told, but at the same time want to have fun, because they're young.