Target Audience

Demographic Profile

1) Age: 15-25 – end of secondary school, sixth form or starting university
2) Gender: Both
3) Educational Background: Mostly all educated - at secondary school, sixth form or starting university
4) Social Background – all different classes
5) Economic Status – all different status’

I feel our target audience is hard to define through demographics as it does not fit exactly into specific categories except for the age group as this is the age where most people would be faced with the temptations of smoking, drugs and/or alcohol. This is also the time when they are most influenced by their friends and others and have to deal with fighting peer pressure against these aspects. Our Internet Usage Survey helped to realise this too because we asked people from different backgrounds and genders etc all of the same questions.
I also can’t define which category or their parents would come into i.e. A to E because young adults from all different backgrounds can be affected, so the site needs to target them all whether their parents be manual laborers or lawyers.

VALS – Values, Attitudes, Lifestyles

EXPERIENCERS:
Young, impulsive and rebellious - these people act in the moment making them easily susceptible to peer pressure and taking drugs etc to look good with their friends, they want to rebel and stand out.
They like new products and styles but soon tire of them and search for novelty – this could mean they get bored easily so would result to drugs and also once they’ve tried one they are more likely to try more and more dangerous ones
They spend as much as they can afford on clothing, fast food, music and films – they don’t think too carefully about where they spend their money so if it goes on alcohol, smoking and drugs it would not matter.

STRIVERS:
Tend to be unsure of themselves and have a low income. They are striving for approval from others, which they feel they could gain by ownership of possessions, most of which they cannot afford. – these people are most easily influenced by others and have a weakness for peer pressure. They mostly get pressured into drugs for approval but don’t have the money to keep a drug addiction up so would be most likely to end up homeless because of it and ruining their lives. These are the people who need the most serious help from our website.



Young Psychographics

These are all very different but our website is targeted at all of them;

TRENDIES: those who crave the admiration of their peers – give in to peer pressure
EGOISTS : people who seek pleasure – enjoy the feeling of drugs and don’t think about the consequences
REBELS : wish to remake the world in their image – take drugs to stand out and be different by breaking the rules
GROUPIES : just want to be accepted – (opposite to REBELS and similar to TRENDIES) take drugs because their friends are
DROP OUTS : shun commitments of any kind – given up on school etc so find alternative ways to occupy their time and hang around with the wrong crowds
UTOPIANS : want the world to be a better place – people who visit the site to get advice and help out their friends or family who are addicted