The outcome of the brief is to create a social media campaign related women discontent at their pocket sizes this needs to focus on a large social media audience as to affective work on this platform.
As social media has been selected as the main platform, this will define the target audience. Research into this will be conducted to see who the outcome needs to appeal to as to be shared effectively.
who is the major users of social media?
age, gender, disposable income, interests need to all be defined
AGE
Most social sites, Facebook/Instagram/Twitter only let users over 13 use their platforms due to the content.
https://www.statista.com/statistics/274829/age-distribution-of-active-social-media-users-worldwide-by-platform/
16-34 year olds
https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeinternetandsocialmediausage/bulletins/internetaccesshouseholdsandindividuals/2017
16-34 year olds
http://uk.businessinsider.com/99-of-young-british-people-use-social-media-every-week-2016-83 different site confirm that in the UK the age group that social media the most is 16-24.
TARGET AGE - 16-24 YEAR OLDS
This makes the target audience, GENERATION Z
https://www.careerplanner.com/Career-Articles/Generations.cfm
GENDER
Share of respondents who had set up their own social network profile in the United Kingdom (UK) from 2010 to 2016, by gender
Overall more social media use is mostly female, but as the gap isn't very large this campaign should aim at all genders. The different is not significant enough for it to effect the campaigns market. Also currently gender is a very fluid subject, with companies receiving backlash for targeting methods (as it's describe in the research, campaign have to ethically consider current issues as to avoid controversy/backlash) therefore gender targeting methods will be ignored.
WEALTH
This is an age group with covers sixth form/college student, as it in the UK it a legal requirement to be in education till 18. This age group also covers university students. This age group is either just leaving education, still in education (Uni or college), be unemployed or will be on average job therefore have a low disposable income. Half this audience will be living at home, or in their first house.
523,000 young people aged 16-24 were unemployed in August-October 2017
http://researchbriefings.parliament.uk/ResearchBriefing/Summary/SN05871
Record numbers of students accepted to UK universities and colleges this year, UCAS report shows
Large percentage of this age group will be uni students
https://www.ucas.com/corporate/news-and-key-documents/news/record-numbers-students-accepted-uk-universities-and-colleges
https://visual.ons.gov.uk/how-has-the-student-population-changed/
A fifth of 25-to-29 year olds still living with their parents, and half of those aged 20-to-24 and one in 10 aged 30-to-34 are also in the same boat.
http://www.thisismoney.co.uk/money/mortgageshome/article-3458315/Number-young-adults-living-parents-hits-20-year-high-says-ONS.html
Those living in Yorkshire and London move out earliest at 22
https://www.theguardian.com/money/2014/jan/21/record-levels-young-adults-living-home-ons
http://www.pewinternet.org/2016/11/11/social-media-update-2016/
-social media users are more female
-aged 18-24
-have a college education
-earning a lower wage, less disposable income
ISSUE -this is American, targeting a British audience
Overall from this facts it can be derived that the target audience will either be living at home with parents or in their first rented house. They will either be education, unemployed or in a low paying first job therefore causing a low disposable income.
OVERALL SOCIAL MEDIA USE
http://www.thinkdigitalfirst.com/2016/01/04/the-demographics-of-social-media-users-in-2016/
-male, 18-29 year olds
-female (just, very close) 18-49 years old
Overall agrees with set audience.
SUMMARY
16 - 24 year olds, appeal to a younger market
Low disposable income (should be a cheap)
Must have a social media presence, therefore will be up to date with pop-culture/social media
Will watch little TV and read little magazines (focus needs to be socially based)
Live at home or in their first house, (therefore nothing home based)
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