Roy Morgan Target Audience

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The target audience selected is individuals between the ages of 18 and 24 who work full time. According to the Roy Morgan (2013) survey, 65.50% of our target audience live in capital cities within Australia, 49.3% being male and 50.7% female. Majority of our specified target audience are single at 74.3% and just fewer than 50% are earning within a $40000 – $69999 salary bracket. Most of the target audience described their lives as full and busy, and that there are not enough hours in the day, though they also believed it was important to have a social life. It was evident that most of our target audience were conscious of their money, 64.1% saying they have limited their spending. This may be because most of this age bracket have just finished TAFE/HSC or are studying/graduating from a degree and hence their income flow is not as stable. The DILO and autobiography supports this assumption as the target demographics note that they were both busy and looking for convenience, though financially conscious of their purchases. …show more content…

A particular pattern is shown towards this audience’s environmental conscious and their values towards processed and genetically modified food. Most people tried to avoid these, particularly those products that are genetically modified or cause harm to the environment. 71.2% of people even regarded themselves as environmentalists. This was reflected in the interviews as all of the participating individuals were aware and concerned of where their food comes from and what impact it has on the

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