Research Task 7: Target Audience

Interviewing people age 16-25

Questions include:

• Gender
• Age (16-25)
• Do they buy magazines? If so, which and why? If not, why not?
• Do they visit magazine websites? If so, which and why? If not, why not?
• What aspects of 'style' are they most interested in?
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it?
• What would make them want to buy it and/or visit its website?
• How much would they be prepared to pay for a magazine?
• Are there any things that would encourage them to buy the first edition of a new style magazine
• Social media activity a day
• Would they prefer a digital or print version? Which one and why?
• As a 16-25-year-old do they feel represented in magazines today?

 

My findings:

This research surveyed individuals gathering 14 responses of people aged 16-25 (mean response age around 20years) about their attitudes toward magazines. Most participants rarely buy magazines, referring to the high prices or a preference for digital content. Vogue was the most mentioned when magazines were bought by the individuals, typically for inspiration or special editions. There’s low engagement for magazine websites and digital formats are favoured for their convenience and eco-friendliness. Individual interests vary but commonly include fashion trends, street style and affordable styling. Individuals want modern, minimal aesthetics, interactive digital features, relatable content and representation of their diverse identities and body types. Many feel underrepresented in current magazines, with wants for more inclusivity.

  

1.     Woman age 17

• Do they buy magazines? If so, which and why? If not, why not? - I love to buy Vogue as I find it so interesting to look through and it’s really inspirational
• Do they visit magazine websites? If so, which and why? If not, why not? - Actually not really it’s something I’ve never really thought about I suppose
• What aspects of 'style' are they most interested in? - fashion and interior design
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Relationships, health and well being, entertainment, fashion trends
• What would make them want to buy it and/or visit its website? - If it was designed nicely not like 2000s bright cheesy magazine core with too much going on but if it was relevant to how we perceive media today and more minimalistic but still well put together. It would have a nice aesthetic that would draw me in and make me want to read it and look through as its appearance would have a direct affect on how seriously I take its contents.
• How much would they be prepared to pay for a magazine? - £5-£10 depending on what was being offered
• Are there any things that would encourage them to buy the first edition of a new style magazine? - eye catching design, discounts or subscriptions and exclusive content
• Social media activity a day - 4hours
• Would they prefer a digital or print version? Which one and why? - I’d probably prefer a digital version because it’s just more convenient
• As a 16-25-year-old do they feel represented in magazines today? - Not really. Most magazines still feel super edited and unrealistic

 

2.     Woman age 16

• Do they buy magazines? If so, which and why? If not, why not? - Not often as they are quite expensive! I would buy one if someone I liked was the cover star.
• Do they visit magazine websites? If so, which and why? If not, why not? – No.
• What aspects of 'style' are they most interested in? - Upmarket, chic
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Fashion trends, recommendations for music/shops
• What would make them want to buy it and/or visit its website? - Good visuals, unique colours
• How much would they be prepared to pay for a magazine? - £4-£5
• Are there any things that would encourage them to buy the first edition of a new style magazine? - USPs, vouchers/coupons
• Social media activity a day - 4hours
• Would they prefer a digital or print version? Which one and why? - Digital for sure. It’s faster and I can share stuff with my friends easily. Plus, it saves paper
• As a 16-25-year-old do they feel represented in magazines today? -  Sometimes, but not always

 

3.     Woman age 17

• Do they buy magazines? If so, which and why? If not, why not? - No because I need to buy them and then keep the magazine somewhere.
• Do they visit magazine websites? If so, which and why? If not, why not? - No,it’s not something I am really interested in
• What aspects of 'style' are they most interested in? - Street style, sports, casual.
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Trending styles and fashion, with a sense of modernity and aestheticism.
• What would make them want to buy it and/or visit its website? - The subject matter and the type of language (if it is relatable)
• How much would they be prepared to pay for a magazine? - £3
• Are there any things that would encourage them to buy the first edition of a new style magazine? - If the magazine contains interesting matters for me
• Social media activity a day - 6hours+
• Would they prefer a digital or print version? Which one and why? - Honestly, I like both
• As a 16-25-year-old do they feel represented in magazines today? -  Not enough

 

4.     Man age 17

• Do they buy magazines? If so, which and why? If not, why not? - No, I have a phone
• Do they visit magazine websites? If so, which and why? If not, why not? - Sometimes when I'm bored
• What aspects of 'style' are they most interested in? - Yeezy yeezy yeezy (editors note: Kayne West)
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Bringing light to serious issues
• What would make them want to buy it and/or visit its website? - Credibility and how easy it is to read
• How much would they be prepared to pay for a magazine? - Depends how much content is in it
• Are there any things that would encourage them to buy the first edition of a new style magazine? - A memorable front page
• Social media activity a day - 6hours+
• Would they prefer a digital or print version? Which one and why? - Digital it’s quicker and I can look stuff up right away
• As a 16-25-year-old do they feel represented in magazines today? - Not really

 

5.     Woman age 16

 

• Do they buy magazines? If so, which and why? If not, why not? - Rarely, only for special editions like Vogue September
• Do they visit magazine websites? If so, which and why? If not, why not? - Sometimes, mostly for quick trend updates on Teen Vogue
• What aspects of 'style' are they most interested in? -  Streetwear
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Style tips on a budget, TikTok fashion influencers and diversity in models
• What would make them want to buy it and/or visit its website? - If it had interactive elements like quizzes
• How much would they be prepared to pay for a magazine? - £2-3
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Free sticker packs or posters
• Social media activity a day - 6hours+
• Would they prefer a digital or print version? Which one and why? - Digital, because it’s easier to carry and share
• As a 16-25-year-old do they feel represented in magazines today? - Not really, most models don’t look like normal teenagers

 

6.     Man age 20

 

• Do they buy magazines? If so, which and why? If not, why not? - No, I get most content online
• Do they visit magazine websites? If so, which and why? If not, why not? - Occasionally for GQ or HYPEBEAST fashion articles
• What aspects of 'style' are they most interested in? - Minimalist fashion and sneaker culture
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Interviews with up-and-coming UK designers, sustainability in fashion
• What would make them want to buy it and/or visit its website? - Regular giveaways or exclusive content
• How much would they be prepared to pay for a magazine? - Max £5 if it includes something physical
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Limited-time content or collaboration with a brand
• Social media activity a day - 4hours
• Would they prefer a digital or print version? Which one and why? - Digital, more eco-friendly
• As a 16-25-year-old do they feel represented in magazines today? - Somewhat, but often feels very commercial

 

7.     Other age 22

• Do they buy magazines? If so, which and why? If not, why not? - Yes, for visual inspiration
• Do they visit magazine websites? If so, which and why? If not, why not? - Gender-neutral style and DIY/upcycled fashion
• What aspects of 'style' are they most interested in? - Yes, to keep up with niche fashion scenes
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Real people’s fashion stories, inclusive styling
• What would make them want to buy it and/or visit its website? - User-generated content section
• How much would they be prepared to pay for a magazine? - £4
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Wallpapers
• Social media activity a day - 6hours+
• Would they prefer a digital or print version? Which one and why? - Print - feels more curated and artistic
• As a 16-25-year-old do they feel represented in magazines today? - Rarely - needs more queer and alternative voices

 

8.     Woman age 18

 

• Do they buy magazines? If so, which and why? If not, why not? - No, prefer Instagram and YouTube
• Do they visit magazine websites? If so, which and why? If not, why not? - Not really, unless linked from social media
• What aspects of 'style' are they most interested in? - Styling hacks, trends, thrifting
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Quick guides
• What would make them want to buy it and/or visit its website? - If it’s connected to an app or influencer
• How much would they be prepared to pay for a magazine? - Under £2
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Free access to online archive
• Social media activity a day - 4hours
• Would they prefer a digital or print version? Which one and why? - Digital, for convenience
• As a 16-25-year-old do they feel represented in magazines today? - Not really - too polished

 

9.     Man age 24

• Do they buy magazines? If so, which and why? If not, why not? - Occasionally for editorials
• Do they visit magazine websites? If so, which and why? If not, why not? - Yes, especially for trends
• What aspects of 'style' are they most interested in? - Tailoring, street style photography
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Behind-the-scenes shows, interviews
• What would make them want to buy it and/or visit its website? - For exclusive content and interviews
• How much would they be prepared to pay for a magazine? - £5 max
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Preview content or influencer collab
• Social media activity a day - 2hours
• Would they prefer a digital or print version? Which one and why? - Print, it’s collectible
• As a 16-25-year-old do they feel represented in magazines today? - Getting better, but still lacks diversity in size and class

 

10.  Woman age 17

• Do they buy magazines? If so, which and why? If not, why not? - No, too expensive
• Do they visit magazine websites? If so, which and why? If not, why not? - No, mostly follow influencers
• What aspects of 'style' are they most interested in? - Colour coordination, K-pop style
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Style recreations from celebrities
• What would make them want to buy it and/or visit its website? - If it was affordable and easy to access
• How much would they be prepared to pay for a magazine? - £1.50
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Discount code inside
• Social media activity a day - 6hours+
• Would they prefer a digital or print version? Which one and why? - Digital, fits my lifestyle
• As a 16-25-year-old do they feel represented in magazines today? - No, too model-centric

 

11.  Man age 25

• Do they buy magazines? If so, which and why? If not, why not? - Sometimes, mainly during travel
• Do they visit magazine websites? If so, which and why? If not, why not? - Yes, especially for long-form features
• What aspects of 'style' are they most interested in? - Tech wear, fashion and function
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Reviews of new materials, collabs
• What would make them want to buy it and/or visit its website? - Mobile-friendly site with clean design
• How much would they be prepared to pay for a magazine? - £3-4
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Quality photography or art prints
• Social media activity a day - 2hours
• Would they prefer a digital or print version? Which one and why? - Both - print for depth, digital for update
• As a 16-25-year-old do they feel represented in magazines today? - Better now, but still very trend-focused

 

12.  Woman age 21

• Do they buy magazines? If so, which and why? If not, why not? - Rarely, prefer blogs.
• Do they visit magazine websites? If so, which and why? If not, why not? - Sometimes for Vogue or Harper’s Bazaar
• What aspects of 'style' are they most interested in? - Seasonal fashion and beauty trends
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Affordable alternatives to designer looks
• What would make them want to buy it and/or visit its website? - Budget styling tips and editor picks.
• How much would they be prepared to pay for a magazine? - £2
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Loyalty points or discount voucher
• Social media activity a day - 4hours
• Would they prefer a digital or print version? Which one and why? - Digital
• As a 16-25-year-old do they feel represented in magazines today? - Not very much - needs more variety in backgrounds

 

13.  Other age 19

• Do they buy magazines? If so, which and why? If not, why not? - No, prefer YouTube fashion hauls
• Do they visit magazine websites? If so, which and why? If not, why not? - No, too slow - use TikTok
• What aspects of 'style' are they most interested in? - Bold, alternative looks
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Real people styled in creative ways
• What would make them want to buy it and/or visit its website? - Interactive features and polls
• How much would they be prepared to pay for a magazine? - £1
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Free trial edition
• Social media activity a day - 6hours+
• Would they prefer a digital or print version? Which one and why? - Digital - easier to access
• As a 16-25-year-old do they feel represented in magazines today? - No - needs more edgy and queer-friendly content

 

14.  Woman age 23

• Do they buy magazines? If so, which and why? If not, why not? - Yes, for inspiration and visuals
• Do they visit magazine websites? If so, which and why? If not, why not? - Yes, especially to follow certain fashion columns
• What aspects of 'style' are they most interested in? - High fashion, editorial makeup
• If a new lifestyle magazine aimed at 16-25-year-olds was being published, what would they want to see in it? - Fashion photography, trends breakdowns
• What would make them want to buy it and/or visit its website? - Artistic value and layout design
• How much would they be prepared to pay for a magazine? -  £4
• Are there any things that would encourage them to buy the first edition of a new style magazine? - Collectible cover editions
• Social media activity a day - 2hours 
• Would they prefer a digital or print version? Which one and why? -  Print, it’s more authentic
• As a 16-25-year-old do they feel represented in magazines today? - More than before, but still room to grow