The intended audience is a 16-25 year old middle market aspirational audience. This audience can also be labelled as Generation Z, and are technologically convergent, using a variety of platforms and devices.
Examples of platforms commonly used by the intended audience:
- TikTok
- Instagram (very widely used by this demographic)
- Twitter
- Snapchat
- Facebook (for the slightly older end of the band)
The intended audience are technologically literate, and often consume small pieces of information - 15 second TikTok videos, 140 character tweets, Instagram photos to name a few. The audience tend to be socially and politically aware of issues such as the feminist movement and BLM, meaning that they will are accepting of other cultures and people and advocate for diversity.
The audience is not particularly rich or poor; they fall into the middle class category, and due to the age of the intended audience, may be unemployed or in education such as sixth form, college, university or apprenticeships, however are aspirational and may be preparing for their future and goals.
As the audience falls into the aspirer psychometric group, they seek inspiratiom from social platforms and influencers in order to copy and seek status. however, they may also hold some mainstreamer traits by seeking security from technology and society. Magazines aimed at the target audience often feature 'trendy' things and up-to-date features that are popular at the time such as celebrities and role models.
