Target audience research

35-50 year old male, of an ABC1 demographic. 
26-35 year old male, of an ABC1 demographic.
male and females, (18-23) of an ABC1 demographic. 

Generation X (30-50) 

In relation to 35-50 year old male, of an ABC1 demographic. 

Generation X Is Individualistic

Generation X came of age in an era of two-income families, rising divorce rates, and a faltering economy, although they would eventually enter the workforce during the healthier economic years of the Clinton administration.Women were joining the workforce in large numbers at the time of their births, spawning an age of “latch-key” children. As a result, Generation X is independent, resourceful, and self-sufficient. They value freedom and responsibility in the workplace. Many in this generation display a casual disdain for authority and structured work hours.

They dislike being micro-managed and embrace a hands-off management philosophy.

• 82% are home owners and their homes have an average value of $238,000. [Met Life]
• 74% use the Internet for banking, 72% use it to research products or companies, and 81% have made purchases online. [Forrester Research]
• Items that they buy most online are books (38%), clothing and accessories (33%), event tickets (26%), and videos and DVDs (20%). [Forrester Research]
• 62% read newspapers, 48% listen to radio and read magazines, and 45% regularly consume TV programming online. [Forrester Research]
• 95% have a page on Facebook, 35% have LinkedIn profiles, and 25% regularly post to Twitter. [Forrester Research]
• 70% of report that brand loyalty was the highest in Gen X consumers. [eMarketer]
• 85% who use the Web still prefer to watch their favorite shows on TV. [eMarketer]

Summary in relation to my work 

When outlining generation X as a consumer, it is evident that they differ from the baby bloomers. In relation to the stated brief, it is evident that a magazine will be an effective platform as 48% of this generation regularly read magazines, much higher than in a lower generation. They value freedom and responsibility and therefore, designing for change will be an intrest to them. As they were brought up without the internet, they prefer analogue methods, making this a strong portfolio piece. 

Millennial's (22-35)

26-35 year old male, of an ABC1 demographic.
male and females, (18-23) of an ABC1 demographic. 

• Millennials – The Most Educated Generation in Western History
• A global study of Millennials conducted by Telefonica in 2014 reveals that mobile technology is important to Millennials across the board, and it’s not all for fun and games. In addition to entertaining themselves and keeping up with social contacts, 46 percent of US Millennials and more than 60 percent of Latin Millennials said they use their devices for research and education.
• Millennials believe  in the value of political engagement and are convinced that government can be a powerful force for good.
• The majority of Millennials see themselves as global citizens, who have a responsibility to make the world better. They are less patriotic and more globally minded, which enables them to contribute to the general welfare of society.

Summary in relation to my work 

When outlining Millennial in relation to the magazine, it is evident that millennial's are concerned with issues other than their own. As a result of this, it is evident that this age group would be concerned with LGBTQ issues. As they have also been brought up digital, they find analogue a freshing change. It was also discovered that this generation have a 3 second attention span, and thus designs must be eye catching in order to engage the consumer.