One of the newer approaches of our time, the LifeMatrix tool, which was launched by MRI and RoperASW, has defined 10 different audience categories which is centred around values, attitudes and beliefs. As well as more fundamental, demographic audience categories. (Source: Media Studies Key Concepts - Audience)
Below are the ten different categories and what falls under each one.
1 - Tribe Wired - Digital, free-spirited, creative young singles
2 - Fun/Atics - Aspirational, fun-seeking, active young people
3 - Dynamic Duos - Hard-driving, high-involvement couples
4 - Priority Parents - Family values, activities, media strongly dominate
5 - Home Soldiers - Home-centric, family-orientated, materially ambitious
6 - Renaissance Women - Active, caring, affluent, influential mums
7 - Rugged Traditionalists - Traditional male values, love of outdoors
8 - Struggling Singles - High aspirations, low economic status
9 - Settled Elders - Devout, older, sedentary lifestyles
10 - Free Birds - Vital, active, altruistic seniors
Looking at these different categories, I believe our audience will fall under the Fun/Atics or/and Tribe Wired groups due to this being a bit of fun and the younger audience may find it to be such as well as it being very much digital based.
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