audience profile

target audience: middle and up market 16 - 25 year olds who are style conscious

audience profile:

- 16-25 year old

- ABC1 demographic

- gen Z

- style conscious - audience may be mostly composed of females as they are typically more style conscious 

- would have a lot of disposable income 

- would use social media, watch films and listen to music in spare time - common activites for gen Z

- would most likely be in full time education (sixth form or university)

pop culture 16 - 25 year olds engage with:

1. Music

Artists:

• Taylor Swift is the biggest artist of the 21st century. She has a massive cult following known as 'Swifties'
• other popular artisits inculde: Travis Scott, Drake, Olivia Roderigo, Chappell Roan, Lil Nas X, BTS and Cardi B

Platforms:

•  Spotify, Apple Music, YouTube, TikTok (music discovery is big here).
• Spotify is the most popular streaming platform in the UK
• 77% of Gen Z reguarly listen to msic through a streaming service in the UK

Popular genres:

•  pop music is the most popular type of music genre in the UK amongst 16-25 year olds
• genres like rap and hip hop are also popular, with artists like Travis Scott and Drake dominating
• rap and pop music are often combined in songs, E.G Kendrick Lamar's rap section in Taylor Swift's Bad Blood
• girls favour pop music more, whilst boys tend to enjoy listening to rock and rap music more than girls

2. Films & TV Shows

Streaming Services: 

• Netflix, Disney +, Prime Video, YouTube, BBC IPlayer 
• BBC IPlayer had the most viewing growth of any UK platform (20%) - double that of Netflix 

Popular TV shows:

• Euphoria, Stranger Things, Wednesday, The Last of Us, Bridgerton, Attack on Titan, Never Have I Ever, Ginny and Georgia, The Summer I Turned Pretty, Brooklyn 99, Friends, Modern Family, WandaVision

Popular genres:

• action
• comedy E.G sitcoms

Films:

• Marvel and DC superhero films, 
• Barbie & Oppenheimer - the barbenheimer trend
• animated films - Shrek, Disney princess films (Moana, Tangled)
• action - The hunger Games, Harry Potter
• 'Netflix' films - films produced by streaming companies. Netflix is the main platform that does this 

3. Gaming

• Popular Games: Fortnite, Minecraft, Roblox, Call of Duty, GTA V, Valorant, League of Legends, The Sims, Baldur’s Gate 3, Elden Ring, Among Us (still gets moments of revival).
• Gaming Culture: Twitch & YouTube streaming, esports, VR gaming

4. Social Media & Internet Culture

Platforms:

•  TikTok, Instagram, X (Twitter), YouTube, SnapChat, Facebook
• 73% of 16-24 year olds have SnapChat
• 70% of 16-24 year olds have Instagram
• in march 2024 - 76% of 15-25 year olds engage with TikTok

Memes and trends:

• Constantly shifting; influenced by TikTok, ironic Gen Z humor, reaction videos, and viral challenges

5. Fashion 

• Styles: Y2K, streetwear (Nike Dunks, New Balance, Adidas Sambas), thrifted/vintage, quiet luxury, techwear.
• Brands: Nike, Adidas, Supreme, Uniqlo, Aritzia, Carhartt, Balenciaga (less post-controversy), SKIMS.