Audience Profiles

Audience Profiles 

Women 16-34

"By definition, young women have an incredibly broad set of media tastes and preferences. More than any other group, this is not just a matter of individual inclination but also life-stage - a young first-time mum will undoubtedly have a different set of objectives to a career focused woman or a student with fewer family ties. However, regardless of whether a woman spends the morning watching CBeebies with her toddler, the chances are she'll spend the evening using the TV as valuable 'me-time' in just the same way as a woman who's spent her week in an office.

Young women are big consumers of media on the whole, engaging with a variety of platforms on a daily basis. Compared to men of the same age group, young women generally consume more TV, with nearly half falling into the medium to heavy viewer categories. Predictably, for those with children, daytime viewing is an integral part of their day, with significant peaks during school hours. Late peak also provides a prime viewing opportunity with this group and just as importantly, conversational currency. Shows such as Desperate Housewives form integral foundations of viewing and as a barrage of research demonstrates, young women utilise TV content within conversation to a staggering degree, particularly reality shows such as Peter Andre: My Life and some high impact dramas.

Young women are less likely to have Sky and more inclined to have Freeview than men of the same age. To some degree, this disparity is fuelled by sports access. Only 12 per cent of women claim to have paid to access a sporting event - half the amount of men. Instead, women generally favour more socially led-content, such as soaps, drama, reality and entertainment and as such are high consumers of channels such as Channel 4, E4, ITV 2, Living and MTV."

This was taken from the website ThinkBox. The link is below: http://www.thinkbox.tv/server/show/nav.914#Women1

This gives me secondary research into my target audience and shows other factors that they are interested in. For example TV reality stars (Peter Andre) which could have a feature within my magazine and they would be more inclined to buy it.