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Audience Analysis
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When searching for a target audience to help further develop Grounds of GRACE, the audience that stood out to me the most were upper-middle-class parents between the ages of 30 to 45 that live in Jacksonville and surrounding areas. This audience can help develop and grow Grounds of GRACE and its goal to be a launching pad for young men and women to take their first steps of employment through the coffee industry. The nickname given to this target audience is “picturesque parents.”
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Demographics
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The audience I intend to target mainly resides in the 32224 ZIP code area in Jacksonville, Florida. According to DemographicNow.com, out of 42,305 residents, 21,824 were female, while 20,482 were males. Of the population in this zip code, about 20% of residents are ages 25 to 34, and around 13% are ages 35 to 44. These two age groups combined make up around 33% of the 32224 ZIP code area population.
According to the United States Census Breau, from the male population of the 32224 ZIP code, about 1,520 male residents from ages 25 to 34 have a bachelor’s degree or higher. Of ages 35 to 44 of the male population, about 1,251 residents have a bachelor’s degree or higher. Of the female population, 1,389 female residents from ages 25 to 34 have a bachelor’s degree or higher. Of ages 35 to 44 of the female population, about 1,146 residents have a bachelor’s degree or higher.
For martial status, according to the United States Census Breau, in 2019, 2,304 males in this population from ages 25 to 45 were married with their spouse present, 2,130 were not married, and 44 were separated. For the female population, 3,225 females from ages 25 to 45 were married with their spouse present, 1,929 were not married, and 108 were separated. According to DemographicsNow, in the Jacksonville 32224 ZIP code, 19.4% of the population makes $ 50,000 to $74,999 per year in household income. 15.4% of the population makes $ 75,000 to $99,999 per year, 11.2% of the population make $100,000 to $124,999 per year, 7.1% make $125,000 - $149,999 per year, and 17% of the population make $150,000 + in household income per year.
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Psychographics
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According to the Mosaic Comparison report done by Experian, the group that this target audience best fits is “Family Fun-tastic.” This group consists of upper-middle-class families who are very active and live kid-centered lives. The Family Fun-tastic group are politically conservative, and adults vote Republican.
These families like to go to theme parks, museums, or bowling alleys, and their family calendars are filled with athletic activities like biking, golf, and tennis matches. They make sure to set aside time to be together as a family while reading, exercising, watching TV, or surfing the internet. When they take vacations, they tend to travel domestically but like the idea of traveling abroad. Their vehicles of choice tend to be affordable people-movers: mid-range vans, CUVs, and SUVs.
This audience typically gets their information from primetime TV and social media like Facebook. They are a generation of adults interested in technology, and many of the younger ages use social media actively. Many keep their radios on during the day, listening to the news, sports, and music stations. They’re less interested in print media, though they do use newspapers and magazines as a secondary source of information, mainly for local news, entertainment, and business
References
(n.d.). Retrieved from https://data.census.gov/cedsci/
Demographics and Psychographics. (n.d.). Retrieved December 09, 2021, from https://dnow-gale-com.libraryproxy.walshcollege.edu/dnow/?p=DNOW&u=lom_walshcoll