Plan Uk’s primary audience is females aged 25 – 34 years old (the demographic classification of ABC1). http://www.abc1demographic.co.uk
Natasha is 28, works in marketing and lives with her boyfriend in London. She works long hours and has a hectic social life. She has an iPhone and loves it because it helps her to stay in touch on the go. She exercises regularly and tries to eat healthily. She is politically aware and tends to think of herself as being slightly left wing.
Natasha loves glossy magazines and she reads the Guardian or Observer at weekends. During the week she tends to rely on the Metro and the Evening Standard. She visits online news portals, like the BBC or Sky News, as well as entertainment, travel, music, food and health websites. Facebook and Twitter are used for keeping in touch with friends. She also enjoys shopping online.
Natasha regularly donates to charities, especially those involving social and human rights issues, and also those associated with children. She also donates to cancer charities and BBC Children in Need. Whilst she doesn’t view herself as a ‘campaigner’, she always signs petitions if she feels they relate to worthy causes.
We researched further into our target audience’s lifestyle and found that –
- 1 / 3 of 25 – 34 year olds still live at home, as they say it’s a ‘better’ more ‘comfortable’ lifestyle for them
- prefer to study further education than to ‘live life’
- 60% women 40% men use Twitter
- 26% of 25 – 34 year olds use social networking sites and online communities more than any other age group