audience research

1. Music Magazine:
Audience Report
Pravina Thamotharam

2. GENDER
56.84%
43.16%
FEMALE MALE
What Gender are you?
It is shown that about 57% of the respondents
were female whereas about 43% were male. This
is helpful as we can see if there are any gender
trends in favour of a certain gender, in the results
of the other survey questions.

3. Media Platforms
22%
13%
19%
22%
24%
2.) What media platforms
do you use?
Facebook
Twitter
Instagram
Snapchat
Youtube
Twitter seems to be the least
used platform amongst the
respondents. This may because
twitter involves mostly writing
which is unlike some other
platforms which are more
visually appealing with
images(e.g Instagram). This
suggests how I should create
the correct mode of address
for my magazine that is
appropriate for my audience as
they may not be of the level of
sophistication that contains
much text and may need more
images.
Due to Audiences becoming more fragmented as a result of there being a wider
range of media platforms because of digital and technological advances over the
past few decades, a multi-platform approach is needed in order for my magazine
to reach as many people as possible.
From what is shown here, it is clear that due to digitalisation, the only way my magazine will have any success at all is by being publicised
on social media platforms as it is inexpensive and accessible to many. Not only is it relevant for advertising, but the decline of print culture
means it is somewhat reliant on digital media. The two forms (old and new media) can form a symbiotic relationship, where they promote
one another and ensure a level of success for the magazine. This is called synergy.
They ways in which this is possible can range from having competitions featured in the magazine which involve an online participation or
the offer of new updates and news on social media by ‘liking’ the magazine’s online presence.
The evidence shows
that the majority of
the respondents (24%)
use YouTube as a
media platform. This
tells me that my
demographic is mostly
on YouTube and my
magazine must have
presence on this in
order to be successful
My demographic is
also very popular on
Facebook and, the
fast new growing
social media
phenomenon,
Snapchat (both at
22%) This reinforce
the need for an
appearance on varied
social media sites.

4. Finding an appropriate colour scheme
for my mode of address
9%
33%
17%
8%
11%
6%
6%
10%
3.) what is your
prefered colour?
Red Blue Black
33% of the participants prefer the colour blue. Blue is often
associated with nature, freedom (the clear blue sky), calmness
and is arguable a quite feminine colour due to it’s connotations
of peace. This could be due to the majority of the respondents
being female. However, some may argue it’s quite a masculine
colour, as used in the car company logo of BMW.
The other two most favoured colours are black (17%) and
purple(11%). Though black often has quite dark associations
attached to it such as death and destruction, it is also a colour
that can accompany other colours nicely, therefor, would be a
good one to consider for my magazine’s colour pallet. Purple,
has connotations of royalty and is seen as quite a regal colour
as it was vastly worn by nobility and royalty in the Victorian
and Elizabethan eras.
However, because indie rock will be a prominent and
favoured genre in my magazine, using red as part of my
brand identity as though only 9% preferred it, red is a very
expressive colour with connotations of rage and rebellion
which many indie rock fans are in seek of.

5. Who is my
Audience?
43
20
7
15
12
40
0 10 20 30 40 50
1
What do you in your spare time?
games/tv/film/social media
arts
read
going out/socilising
instuments/consumption of music
sports
From the data collected, it is evident that the
majority spend their free time doing sporting
activities. This tells me that my audience is primarily
quite extraverted as they enjoy exercising and
getting active. This is relevant as it may help me
decide to place music features that relates to
fitness, for example, have a list of the hottest new
workout tracks, or perhaps music related
competitions in which people can actively get
involved with.
The results also show however, that a large number
of the demographic choose to spend their leisure
time in gaming/watching TV/films/going on social
media. This indicates that they are heavily exposed
to representations of society’s dominant ideology
of i.e. genders, ages, ethnicities etc. This means I
have to be very careful with how I represent certain
music artists in my magazine and whether I wish to
follow the given norm of society i.e. have images
of women in line with the male gaze as it gains a
lot of attention, or breaks the codes and
conventions by representing them in a more
powerful position.
Only a small amount say that they consumer or are
involved with music in their spare time, however, as
the generation I’m targeting generally spends a lot
of time on the internet, it is clear that many more
are exposed to music as well.
Persons aged 16 years
and over
Used in the last 3 months
2013
Q1
2014
Q1
2014
Q2
2014
Q3
2014
Q4
2015
Q1
All adults
42,2
43
43,4
57
43,8
44
44,2
69
44,4
63
44,6
71
Age group
(years)
16-24
7,07
5
7,07
4
7,06
7
7,17
9
7,18
1
7,15
5
25-34
8,45
7
8,66
0
8,71
0
8,54
9
8,56
9
8,58
2
35-44
7,95
2
7,90
0
7,88
7
8,03
0
8,02
9
8,05
3
45-54
8,00
5
8,29
0
8,33
9
8,40
4
8,44
7
8,49
8
55-64
5,82
1
6,06
0
6,14
1
6,19
9
6,27
3
6,36
1
65-74
3,56
2
3,93
9
4,08
4
4,21
4
4,29
7
4,39
0
75+
1,37
1
1,53
4
1,61
7
1,69
3
1,66
8
1,63
2
The next three survey
question results are essential
for finding out my audience’s
personalities and character
traits and in turn will help me
make decisions for my
magazine that will be
appropriate and appealing to
their needs and interests.
This is backed up by results from the Office of
National Statistics

6. Rank these holidays in the order of your preference
Type of holiday 1 2 3 4 5
Sun bathing
on a beach in
the
Mediterranea
n
34.52% 17.86% 13.10% 16.67% 17.86%
29 15 11 14 15
Going to a
leisure camp
to do outdoor
activities e.g.
rock climbing
15.73% 17.98% 33.71% 15.73% 16.85%
14 16 30 14 15
Going to your
native country
or region to
visit family
15.22% 25.00% 27.17% 25.00% 7.61%
14 23 25 23 7
Going to
music
summer
festivals with
friends
23.33% 30.00% 11.11% 18.89% 16.67%
21 27 10 17 15
Visiting a
culturally and
historically
rich
town/village
10.99% 7.69% 18.68% 20.88% 41.76%
10 7 17 19 38
This question will help to tap into the
consumer’s subconscious and discover what
their dreams and aspirations may be by
depicting their personality traits from how
they rank the holiday types.
As the evidence shows, the majority (35%) of
the respondents chose sun bathing on a
beach in the Mediterranean as their number 1
holiday. This tells me that they prefer more
subtle, relaxing choices which somewhat
contradicts the results found for leisure
activities, which suggested that the audience
prefers excitement and exhilaration. However,
quite a large number (23%), chose going to
summer festivals with friends as their number
1 holiday choice. This is the audience that I
will be mainly catering to as the music of my
magazine will be eclectic, but slightly in favour
of indie rock.

7. How do you feel about branded
clothing? positive
39%
negative…
indifferent…
C
Most (39%) replied positively to this question answering with comments such as “I love
branded clothing” and “I wear it all the time”. However not far behind, 30% had negative
views on branded clo0thing saying things such as “it’s far too expensive”, ”it’s overrated”
and “people pay a lot of money to be an advert for the brand”. What this suggests is that
many young people in my demographic have been so influenced by the media in a way
that they are mainstreamers and achieve status amongst other people of their age range
by wearing and owning certain popular brands of clothing e.g. Nike and Hollister. The
media may have a part to play in this as they may see celebrities and other famous people
wear these products and be influenced.
This helps to tap into the audience’s ‘self-actualisation’ as they may aspire to be like the
celebrities they see in the media who wear these brands.
This is Maslow’s hierarchy of needs and it
tells us the needs of humans from the
essentials to survive, and the dreams we
need to fantasise about and strive towards
to have a purpose.

8. The means of consumption
0
20
40
60
80
100
Downloadoff…
BuyingCD's…
Youtube
Music…
MusicFestivals
Film…
How do you consume
music?
19%
8%
46%
11%
8%8%
How do you consume music?
Download off iTunes Buying CD's or Records
Youtube Music Channels
Music Festivals Film Soundtracks
46%, which is the vast majority of the participants, use
YouTube as their main source of music consumption. This tells
me that in order to ensure success of my magazine, I must
have a large presence on YouTube, and maybe have contests
liked to YouTube as that’s where most of my demographic is.
iTunes and music channels are also used by many of the
consumers so it is important to advertise there. For music
channels, I can select a few which are in concordance with the
music genres of my magazine to advertise on, also music
artists that are features in my magazine can bring further
publicity by announcing their presence in the magazine which
would appeal to their fan base.

9. 2
29
39
22
1
How many hours per day do you spend
listening to music?
None Less than 2 hours 2-4 hours More than 4 hours
From this, it is clear that most young people from the demographic
I’m targeting spend between 2-4 hours per day listening to music
which shows that it is a big part of their lives and that there is
possibility of the target audience being interested in purchasing a
magazine about music. This concords with the means of which they
consume music as 88 of the total do consume music in some way
shape or form.

10. 0 10 20 30 40 50 60
1
What type of magazines do you
purchase?
Other None Fashion Lifestyle Music Sport
The vast majority do not purchase any
magazine. This may be due to advances and
improvements in digital technology which
means print culture has declined, as supported
by the results found from the different media
platforms people use. Social media and the
internet makes it easier for people to access
news and information for free and it is quick.
This reinforces the need for me to have
multiple media presences to promote synergy,
exchange and interactivity as this is the only
way my magazine will have success.
However, those who do purchase
magazines tend to buy fashion
magazines according to the results
shown, which is followed by sports
magazines. Music magazines are
only purchased by a small group,
however this is the group that I am
targeting and if it gains enough
publicity, it may become successful.

11. 0.00%
50.00%
100.00%
Yes No
WOULD YOU BUY A
MUSIC MAGAZINE?
…If yes, what genre?
Hip Hop/R&B Rock House Indie EDM Pop Jazz
As shown, over 60% said that they would not buy a music magazine.
This is due to digitalisation and the fact that information is now a lot
cheaper and quickly accessible due to emergence of the internet and
social media.
However quite a lot of the respondents (just under 40%)
said that they would buy a music magazine, which is not
too far from the number of negative responses.
The most popular genre of music appears to be Hip
Hop/R&B. This is arguably, the current general music
genre for this generation and this is reflected in the
survey responses. Another somewhat mainstream genre
at the moment is Pop which is the second most popular
on the survey. My music magazine will be featuring all
kinds of music genres as I aim it to be eclectic, but it will
be slightly in favour of indie rock and even EDM.