UK Film Council – Target Audience Research

In this post I will be identifying my target audience using secondary data from the UK Film Council.

From this breakdown of demographics and market segment I am able to identify that my primary target audience is females under 35 (44%) and my secondary target audience is males under 35. This is the opposite way round to what I expected as I thought that males would prefer adrenaline rushes in comparison to females. The social class of are target audience is C2, which is middle class and 32% are parents.

This data identifies what the population’s favourite films, this shows that Horror is in the top 10 with 15% of the nation considering this genre their favourite. This tells me that my target audience is mainstream.

This data above backs up the population’s favourite films, it also shows that females and males under 35 especially consider the horror genre their favourite film. This also agrees that my target audience is mainstream.

The data above shows the genre of films that the nation would like to see more of, horror films do not feature on this list (except dark horror, this isn’t my genre choice). This might be because the population does not want more horrors to be created or because they are satisfied with how many horrors are being produced currently.

The data is part of the last table I discussed, it shows the levels of DVD sales and level of cinema attendance. It shows that dark horrors are heavily attended at the cinema and is heavily purchased when the DVD’s are available. This shows that horrors do have mainstream audiences.

In summary, from this data I have found out that our primary target audience is females under 35, and our secondary target audience is males under 35, this is the opposite to what I thought it would be. Both of these target audiences are in the C2 category, meaning they are middle class. This data has helped me define my target audience, in order to please them we will incorporate several conventions typical to our genre, however we will challenge some to ensure that the audience is kept entertained.