Target Audience:
Voxburner’s Youth Marketing Strategy highlights the big trends amongst 16-24 year olds in the UK in 2017:
Lifestyle
- Self-improvement
- From their survey of over 2,000 UK 16-24s, 45% agree they’re an ‘overachiever,’ while 84% feel it important to continuously improve themselves and learn new skills.
- 79% of 16-24s prefer to stay in and binge series than go out clubbing.
Digital & Tech
- 92% of our respondents use emojis within messaging, while 60% use GIFs.
- Memes grab attention and GIFs are quick, ease and speed are important.
Content
- Single-Gender Content - The young content creators making the most noise in 2016 were the girls.
- Simplified Content - No-fuss, minimal content
(http://www.voxburner.com/blog-source/2017/1/24/youth-trends-2017-a-preview)
In 2016 further trends were highlight which I think still show relevance:
Identity
- Almost all (94%) of respondents feel it’s important to have a unique identity.
- 75% say they don’t care about age, sexuality, gender, race, religion, income etc. when it comes to the friends they have.
This shows that people no longer care about labels, and want a unique self defined identity.
Knowledgeable content
- Being knowledgeable is important to a huge 80% of 16-24s
- It’s deemed cool to be knowledgeable and young people are engaging in learning for entertainment purposes.
(https://factorymedia.com/insight/9-youth-trends-brands-need-know-2016)
This information is important to understand what will connect the most with my target audience. This can help me to tailor a message that can relate to and understand more clearly.
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