Age: 15 - 25
Gender: Predominantly Male
Religion: Atheist
Ethnicity: Caucasian
Social Class: D/E
My target audience, according to the descriptors set out by Young and Rubicam, are strugglers. They are alienated from society and have limited skills away from physicality. A lot of their expenditure goes towards alcohol, junk food and music related clothing, by this I mean band t-shirts as stereotypically these kinds of people wear nothing but band shirts and wristbands. They will usually wear skinny, black jeans accompanied by shoes such as Vans and Nike. A lot of the time they will dye their hair black and the females in the audience will use make up to take on a pale complexion but they'll use exaggerated eye liner.
When looking at Mosaic's descriptors, the audience fits into the, O65 and O66 categories. A lot of the time they are young students, often going to university which can explain why they fit into the 'struggler' descriptor. These students who are struggling for money are the ones from the O65 and O66 categories. They often have an issue with the world and take on more liberal views, and when it comes to elections they'll usually vote for Labour or the Liberal Democrats or not vote at all. When it comes to food, they'll be purchasing non-perishable food from places such as Aldi and Lidl due to how cheap it is. They'll be eating things like Pot Noodles and Super Noodles a lot of the time. They will however spend more money on things like energy drinks than they can really afford, buying lots of Monster energy and Redbull. When they eat out it'll be at extremely cheap places that often offer 2 for 1 meal deals and their diet in general will not be very good. They will also not have the money to go on expensive holidays, they're more likely to take up on one of the cheap holidays that the Sun newspaper offers. If they have a car it'll be second or even third hand and it will most likely be 2 door with atleast 60,000 miles on the clock. They will be using 'Daz' washing powder as it is cheap and other, higher end, products are out of their price range.
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