AUDIENCE SOCIO-ECONOMIC GROUP,

PSYCHOGRAPHICS,
DEMOGRAPHICS(TARGET AUDIENCE) AND
USES GRATIFICATION THEORY
By Shahil Islam

AUDIENCE SOCIO-ECONOMIC GROUP

Our film Package is targeted towards the social grade of C2, D and E. This is because
our film is not a globally promoted film and is only a independent student film. Higher
social grades will not typically watch our short film as films targeted towards them
normally have high budgets and are promoted really well to grab their attention. The
social status of our target audience ranges from skilled working class, working class and
those at lowest level of subsistence.

Breakdown of occupations of each social status:

Skilled working class skilled manual workers

Working class semi and unskilled manual workers
Those at lowest level of subsistence state pensioners or widows (no other earner), casual
or lowest grade workers.

PSYCHOGRAPHICS

Psychographics is a way where we target our audience based on their attitudes,

aspirations and other psychological criteria.

Here is an example of a person which we would target our film at:

Damien Balding
Wants a healthy lifetime but doesnt have that much time.
He is very concerned with his appearance.
Really enjoys using social media.
Values time with a small group of friends.

DEMOGRAPHICS (TARGET AUDIENCE)

The target audience for our film is based on gender and age mainly.

The age group that we are targeting is 15-35 years old.

We are not targeting a specific gender group.

USES AND GRATIFICATION THEORY

Blumer and Katz came up with this theory in order to understand the reason people look for
specific media to satisfy their needs, and how they do this. The theory only comes into play if
people actually look for a specific type of media for themselves rather than just stumble upon
them. There are four main reasons people look for specific type of media:

Knowledge/ Information People can look for social information or just general information.
E.g. Wikipedia on the internet

Relaxation/Entertainment People might just want to kick back and relax and watch some
television. E.g. Impractical Jokers on the TV

Social Interactions People might want to find out what their friends and family are getting up
to, or they might want to communicate with them. E.g. Facebook on the internet

Escapism People might want to just escape from their lives and watch some TV or just go
on the internet for entertainment purposes. E.g. YouTube on the internet

Personal Identity People might want to look at celebrities or role models to aspire to be like
them. E.g. Ok magazine

USES AND GRATIFICATION THEORY CONTINUED

Relaxation
Entertainment
Entertainment

Finding a
conversation
topic

Looking at
things which
wont
normally
happen in
their lives

Integration
Integration
and
and social
social
interaction
interaction

Uses and
gratification
for our own
short film

Satisfying their
curiosity

General
interest

Information
Information