So you get to design a product, a campaign, a marketing message or a promotion.
It’s easy. The target demographic is basically you – and you understand everything about that demographic because it’s you!
Every 18-25-year-old ABC1 female outside of London consumes near enough the same media as you, right? A bit of Cosmo, the odd scan of the Metro on the way to work and the Daily Mail app is the holy grail for quick news.
That’s where you’re wrong….
A recent experiment by Newsworks demonstrates just how easy it is to assume you are a complete representation of the demographic you sit within.
In their recent study, they asked 30 young media planners who sat within the 23-27 age bracket to record their daily media consumption. They then compared this to a sample of 23-27-year-old non-media planners – and the results were fairly surprising.
For example – in our office we have magazines and newspapers left right and centre. We live and breathe news and media. We scan the papers every morning, so of course we consume more national print than our non-media planner counterparts right?
Non-media planners spend an average of 45 minutes consuming national print, whilst media planners spend just 33 minutes.
This was a statistic that surprised me the most – as I quickly thought of all the 23-27-year-olds that I know, and the fact that not one of them would be likely to pick up a paper. But that’s the thing – not everyone is the same.
Here’s another one. Surely the vast majority of 23-27 year olds don’t spend more than a few hours a night watching the telly? I don’t think I could name more than a few who even watch that much (other than Netflix box-set binges of course). Although at 19 I’m a little under that age bracket, I’d probably say I consume about an hour or so a day – and in the summer months it’d be even less.
Non-media planners spend over an hour each day consuming TV/video content – nearly 4 hours, in fact. Media planners spend just over 2.5 hours. That’s a pretty significant difference isn’t it?
Turns out that media planners are all about Netflix too – with the streaming service taking up 30% of their total viewing. Surprisingly, for non-media planners this figure sits at just 10%.
So what’s the punchline?
It’s pretty easy to assume that everyone else who falls into the same demographic as you thinks the same as you do. And although it’s useful to have an actual understanding and insight of that audience, it’s important to stay open minded.
Next time you have to do something that resonates with your demographic – don’t necessarily assume that everyone is the same as you.
We Are Boutique
Recently crowned the North’s Marketing Business of the Year, full service comms agency We Are Boutique knows a thing or two about pinpointing client audiences and effectively reaching them through creative ‘hard craft’.
As part of the buying team at We Are Boutique, Charley is a dab hand at utilising the paid media landscape. Engaging with media owners at the point of implementation, she ensures paid strategies are brought to life via the agency’s partnerships.
Picture credit: Ciokka https://www.flickr.com/photos/ciokka/17279718205/