Our Audience

Profile:

• Mainly female, 16-20 years old
• In full-time education (College or University)
• Household Income at A/B on Jicnar Scale
• With their own part time Job
• Dating & in Relationships
• In their own band

Income:

• Middle class parents
• Job in retail
• Some disposable income
• So they have high end, expensive products - technology, clothes etc.

Buying Habits:

• Lots of CD's and DVD's
• Technology - iPod, Phone, Laptop, Camera
• Clothing
• Make Up and Styling
• Magazines
• Concert, Cinema & Festival Tickets
• Fast Food, Coffee etc.
• Alcohol
• Cigarettes

Branding:

• Very loyal to favorite brands, think branding is important
• Want to find new, niche brands
• Clothing - Converse, Doc. Martens, H&M, Etnies, Topshop
• Tech - Apple, Canon, Skull Candy
• Music - HMV, Fender, Gibson
• Other - Smirnoff, Kopparberg, Rizla

Media:

• Digital Natives, use the internet lots, new media brands
• Facebook and Twitter to connect and share
• Music - Spotify, Soundcloud, YouTube - Niche Artists 
• Artistic - Flickr, Deviantart, Tumblr

Other Music:

• Pop-Punk, Niche bands
• Paramore
• Hey Monday
• You Me At Six
• Panic! At The Disco
• 30 Seconds To Mars

Ideology:

• Rebelling against parents and "middle class ideas"
• Individualists - want to stand out and be individual
• Hedonists - party lifestyle, risk takers
• Expression is important to them
• Romantic side - nostalgic, escapist