Target Audience Research

Males 18-40 & Females 12-50

Females 12-30The target audience for Justin Bieber’s music is mainly aimed at the younger female sector of the target market. It is still targeted at a mass market, anybody between the ages of 12-50 as it is ‘pop’ music so is made to appeal to a large audience, but due to the artist’s style and types of songs produced, the main focus is on the teenage girl section around 12-18, and then early adult years 19-30. This is due to a lot of his songs being about love and relationships, and stereotypically attracts the younger female audience. This is also supported by the ‘girly’ promotion of the artist through the use of teen girl magazines, calendars and t-shirts, none of which you would associate males with having.I would expect girls of the younger end of the female audience to wear fashionable, mainstream clothing, with up-to-date hairstyles. There interests would be stereotypical for girls of that age, regular shopping, watching films at the cinema, be in part-time employment and in full-time education, meeting with friends on weekends, and be into a range of sports such as tennis, netball, hockey, badminton, and athletics. In terms of media and technology, their use of social media will be higher than that of an average member of the public, they will listen to pop music and watch a wide film genre variety but mainly comedy’s, romantic-comedy’s and horrors/thrillers. Due to the modern society we currently live in, they are very likely to have the latest smart phones and access their music online through downloads as opposed to buying CD’s.

Females 30-50For the older female section, 30-50, I would still expect them to wear current, fashionable clothing but also include their own styles and trends around the 40’s-50’s as they are more independent and mature and don’t feel the need to keep up to date with fashion trends. For example, older women tend to wear more loose fitting clothes, plain, non-designer, patterned, longer and less revealing clothes as well as flat shoes more often than high-heels and boots. Their interests would be similar such as; regular shopping, meeting with friends, dating, but more likely to be in full-time employment and may even have children and husbands so sporting/fitness habits may be less-common due to family-work life. In terms of technology, the 18-35 year olds would be regularly using social media and watching mainstream films, but 35-50 year olds not using social media so much, more into a specific film genre and may even buy music in the form of a CD, or use younger friends/children to download music for them. The reason why this target audience sector is so large is because of the music genre that Justin releases, pop. Therefore his music is designed to appeal and be liked and listened to by most of the public, even up to the age of 50 as women of this age will still like to listen to a young male’s voice and even more so if they are in a collaboration with another artist who they also like.

Males 18-30The male half of the target audience is catered for from 18 an upwards. This is because any younger than 18 and most guys will see Justin making music just for girls to listen to and would most likely prefer an artist who releases songs that aren’t focussed on girls, love and relationships. The reason why I believe it is targeted at 18 year olds and above as this is transition from teenage years to adulthood, where men appreciate good music, especially being subjected to it often as it is pop music frequently broadcasted on a variety of television and radio channels. However, due to the artist being of a young age, 21, the older end of the male audience are not as likely to be the targets for his music and may prefer styles of music from when they were young or of an artist who appeals to everybody. This is because Justin’s songs will always generally appeal to younger females so some men feel as if it isn’t for them.

The clothing for an 18-30 year old man will be similar to females of this age. It consist of a mainstream fashion style, skinny jeans, smart/casual and designer wear and accessories, ‘casual trainers’ and pumps or plimsolls and will also wear an in-date, popular, men’s haircut. The young males between the ages of 18-30 will have interests such as video gaming, playing and following sports such as football, rugby and tennis for example, watching action, horror, thriller and comedy films with friends or girlfriends and socialising on a weekly basis. They are also more likely to drive smaller, cheaper cars due their lower disposable income which also leads to cheaper dieting such as more regular fast food but will usually try and follow technological trends by having the latest smartphones. They will either be in part-time or full-time employment depending on their educational choices such as university or apprenticeships. They will use social media more regularly and listen to music via downloaded content.

Males 30-40The older males 30-40 will still wear fashionable clothing, but are less likely to wear designer clothing and skinny jeans for example, and may also have preferences over boots or smart shoes as opposed to trainers/pumps as they will have adopted their own style and tastes as opposed to following the trend. They also tend to have a more natural, standard hair style whether this by choice or simply the ageing fact of having less hair.The 30+ male section may not be so involved with social media and may still prefer to purchase music on a CD. This 30+ section of the male audience is expected to be dating or in a relationship, with some having wives and children. Most of them will have a full time job and therefore have less spare time for video gaming, playing sports and socialising but will still partake in these activities if and when they have the time but will have more family commitments. Older males will usually drive bigger, more expensive and even family-sized cars due their work-life needs and their higher disposable income.