Bring Your 'A' Game Tour

BYAGT AUDIENCE CHARACTERISTICS


  1. Audience Characterization:
    1. Primary Characterization
      1. Seek discovery and enlightenment
    2. Secondary Characterization
      1. Seek status and escape

  2. Demographic:
    1. Generation
      1. Y
      2. Xers born between 1974-1981
    2. Age
      1. 35% 18-22
      2. 55% 23-35
    3. Gender
      1. 80% Male
    4. Ethnicity
      1. 55% Caucasian
      2. 20% Asian
      3. 20% Blacks and Latinos
      4. 2% other
    5. Social Class
      1. 87% from Middle Class backgrounds
    6. Household Income
      1. 50% earn between $20,000-$40,000.
      2. 25% make less than $20,000/year.
      3. 5% make more than $40,000/year.
      4. 30% still depend on parents’ income.
    7. Education
      1. 45% are currently attending college
      2. 90% have had some college education
  3. Psychographic:
    1. Activities
      1. Frequently go to see live performances.
      2. Frequently download authorized or unauthorized music and video content for free.
      3. Participants or spectators of extreme sports (snowboarding, skateboarding, surfing, rock climbing).
      4. Eat out 2-3 times/week.
      5. Drink socially.
      6. Enjoy traveling.
    2. Interests
      1. Influenced by Urban, hip hop culture
      2. Use social networking sites and applications (myspace, facebook, youtube, twitter, etc.) as a means to meet new people and discover new music
      3. Spend more time on The Internet than watching television
      4. More likely to watch CNN than Fox News
      5. More attracted to technological gadgets that support their personal lifestyle (ipod, iphone) rather than those that cater to their business aspirations (palm pilots)
      6. Love to debate
    3. Opinions
      1. Are more liberal than their parents.
      2. Think most issues and solutions should be answered globally.
      3. See economic background as a bigger issue than race.
      4. Want to save the environment as long as it doesn’t cause an extreme inconvenience to their lifestyle.
      5. Hang in groups, but seeks to be seen as an individual and respected for being individualistic.
    4. Habits
      1. Own 2-5 credit cards.
      2. Brand loyal to products that are trendy, but that support individuality and fully cater to their activities and interests.
      3. Impulse buyers, but only if it serves a conventional purpose.
      4. Currently rent, and are more interested in owning a condo than a house.
    5. Values
      1. Distrustful of conventional religion.
      2. Doesn’t believe in one right answer.
      3. Believe in self awareness.
      4. Explore sexuality.
      5. Challenge the status quo.