Fo keer HOW DOES BBC WORLD NEWS SEGMENT ITS AUDIENCE? see! Se Continuing the aucience segmentation topic, it manages segregating th res ito grou world and curent events, thelr relationships with society, and their media consumption level Audience segments percentage equals the gJwortoey ourunauy {ASPRATIONAL ACHIEVERS CUROUS PROMDERS oo oe ( connecteo ACTWE ‘COMFORTABLE ON NTHUSIASTS COPnMSTS ——_MANSTREAMERS 4. Worldly achievers - 28% Well Educated, they are moving up in the world and are career orientated. ‘Motivated with a global outlook, they want tobe informed and they care about thet reputation, “This audience segment is mostly present in emerging markets. Mostn this ‘customer segment create new mainstieams instead of folowing existing ones, 2. Culturally curious - 11%{EDU IREU, UIYUYT TUN eR UULWEAT TOUR, EY WH LU RITW HUN LAP World and see more of it when possible. “This group is present in already developed markets, They value stablity and hhave a multfaceted approach to problems. 3. Aspirational providers - 14% It ll about hard work, doing the best for their families and improving tel lot in lie. They are mainly found in Latin America and Afican counties (SAR), Spain, aly and some pars of Asia, 4. Connected enthusiasts - 16% With their smartphones always close at hand, they are in constant touch with theit friends, Social media is secon nature to them. The BC says this aucience ‘segment is simlar to Worldly achievers, they are young, active, highly motivated, agile and ready for change, however, they are not as addicted to technology ‘compared fo others. 5. Active optimists - 15% ‘Ambitious, young and fearless, they are tech-savvy. They ae interested in what \Willtoueh their own lives. I's an international segment with no obvious regional fluctuation.6. Comfortable mainstreamers - 18% “They have reason to feel happy at home and within thelr circle of friends and family A beter fe for them is a more comfortable fe, Similar to the previous ‘group, representatives ofthis aulence segment can be found thoughout the wort CULTURALLY CURIOUS (Com ¢ Y\(promoens enriusasts — [\| opriists _cowrortaste 2 a (MAINSTREAMERS Finally, BBC has chosen two audience segments to target: Worldly achievers and Cutturaly curious. Why? They are:(© Afuert Obvcusy business warts stent and payable cents. These calepaes income is higher than the average income of ter sogents. (© Wert 24% ot nam ate itoresodn bal events, who ust 67% of or sogrants watch otal now, (© Etcated. Tis auSence segment incdes 68% of people wt higher eatin compared 518 for oer segments, (© Hin amy wit 26 Tey rated ne channel higher than ober sopra (© Frequent use of BC. Mee than 60% ofthese wo segments Walch he BBC chanel ona dally ‘ass. Fer oer coups he igure appeared tobe aun 52% ‘This wasn't the end forthe BBC's research, Thelr team decided to study these audience segments deeper. Besides geographical and demographic dala they explored thelr interests and behaviour Vital characteristics of segments: 1. Wortaly achievers don't rely on‘old media, preferring cgital devices. They get ‘actual information from the Intemet and social media tl, they watch TV just for fun and inspiration. Categories read by this audience segment most frequently: News & curtent affais, Cars and motoring, Spot, Travel, Science and technology, Business and ‘nance. 2. The Culturally curious audience segment is more selective in the content they View. Technology is not thelr major interest. They usually access media through desktop devices.‘Ther favourite categories: News & current affairs, Culture and ats, Travel, Documentaries and history, Widife and nature. What does the BBC’s experience show us? ‘The purpose of audience segmentation should be clear. As you can see from this case, knowing the audience provides insights into improving certain categories keep in mind, every company may have its own unique audience segments, for example, Amazon also carried out research on this issue. Ee ee See Ty1B Technologies Audience Segmentation: Nielsen Scarborough eerie Fee te Re UT eat’ Ser ueal Cy eg