Target Audience



Target AudiencePrimary Target Audience: The NetworkerThe young, male Networker is 27 years old, he is easy going, likes to socialise, but prefers to be the onlooker rather than the centre of attention. He prefers a non-judgemental point of view, particularly when the Rule-of-Thirds has been applied correctly. His attention for detail is meticulous and he sees everything with a shifting focus, no background character will escape his depth-of-field. He loves to stay in touch with technology trends in photography, ICT, gadgets and anything related to apps. He is constantly looking for inspirations in the works of famous photographers such as Robert Capa, black and white images by Walker Evans or the more current pictures of Steve McCurry.The Networker is constantly aiming to improve capacity as a photographer, may this be in a technical or design-related capacity. He wants to look up tutorials on how to improve and prefers a good mix of text and image based tutorials as well as video-based tutorials.Websites that the Networker frequents can be described as…Image drivenThe word ‘photo’ in the titleHave a simple, clean layoutInformativeCurrentInspiringLooks professionalTimelessSmartEasy to use and navigateWebsites that the Networker will not visit or remain on for longer than 2 minutes can be described as…Only or mostly textWith a long awkward nameExtremely busy layoutNo or hardly any white spaceFashion drivenPoor navigationLooks amateurishBad choice of coloursColourfulBad layoutThe primary target audience of P.ic is the Victorian community of digital photographers. The age group will vary from teenagers to retirees; it is expected to have a majority of 20-35 year and of 55+ years age. This has been established as a main target group due to an interest in the younger group to self-express and in the 55+ group to be able to document an existing and maybe dwindling world around them for future generations.The majority of older users are expected to be predominantly male: 75% -80%, while the younger user target audience is expected to be more mixed with an expected 60 – 65% male ratio.Cultural considerations: all articles will be composed in English. The option to widen the target audience to a Spanish and Mandarin-speaking group is a likely midterm aspiration. The cultural background of the target audience is mixed and a reflection of the mixed ethnicity of Melbourne. The majority of the primary target audience is expected to share English as their first language. It is expected that there will be a 30% ratio of users with English as their second language.The primary target audience is expected to be Australian based, 70% with the second largest group being a conglomerate of Asian nationals based around Singapore, Malaysia, the Philippines, Taiwan as well as Japan and China with an expected 15%. The next groups based on the shared language will be expected to be base in the UK, the USA, Canada and Ireland expected to be 10%.The other 5% are expected to be from other European nations as well as India and Africa.Based on profession it is expected that P.ic will attract about a 20% audience from professional photographers, with a majority of free-lancers. About 35% are expected to work in the field of communication design, graphic design, printing, digital publishing and distribution and related art fields. The majority of users are expected to be enthusiast photographers who work in a different field, most likely non-artistic.The primary target audience will be the main network of P.ic and will be one of the main reader and content focussed.Secondary Target Audience: The BuyerThe buyer is made up of men and women alike. Let us focus on the female buyer (about 40%), she likes a community driven, professional image search engine, that is quick, reliable, well priced and has a large database with variety.She works in web design, graphic design, publishing or marketing. The buyer likes supporting a locally based network. You will meet her in the trendy café bars in the CBD as well as the art house cinemas in town. She will go to the Astor Theatre in Windsor, to the Nova Cinema in Carlton or the Kino in the CBD.She can be found in St. Kilda, Brunswick and Fitzroy. She likes a night out and has a keen eye for Street Art and local galleries. Graphically, she knows what works and what does not and has a keen eye for good design and photography. Websites that the Buyer frequents can be described as…with powerful search toolBuyer friendly -easy to use and navigateSimple clean layoutCustomer Service driven – requests are responded to quicklyImages can be purchased in various sizes and without fussLooks professionalTimelessImage drivenCurrentHas a lot of white spaceWebsites that the Buyer will not visit or remain on for longer than 2 minutes can be described as…Looks amateurishPlacing orders is a hard processExtremely busy layoutPoor navigationBad choice of coloursLack of white spaceText drivenLittle choice in photosSlow loadingSlow response to requestsThe secondary target audience is the trade of user of photographic images. This target audience is seen as a potential income-generating network. The buyer target audience is made up of professionals from the publishing sector, marketing, journalism and communication design.The buying trade will be targeted in the second design stage of the website. ................
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