4.0 Audience Audience Demographic Lifestyle profile Behaviour Media description consumption Young family Socio-D: B, - Younger children with Looking for - Radio (local Primary C1, C2, (D) varied family structure. entertaining and BBC) Adults 35-54 - Kid focused but with a family days - Television (note: need from the parents. out on their - Online and grandparents - Like to have the doorstep at digital (seek and single choice of doing things good value solutions for parent families separately or together. and within family day out are also - A key element is to reach. They at short significant) enjoy a memorable need lots of notice) Children 4-15 experience together. opportunities - Local - A balance of to entertain newspapers sightseeing, outdoor the kids. - Mobile activities, relaxation, (devices) entertainment and fun. - Lifestyle - Parents like to feel magazines they are giving children (with a vivid, nurturing educational childhood. content) - Open to new - Journey destinations. media - Include travel as part (outdoor, of their trip (use of car ambient, radio, is important). internal - They prefer taxi/train/bus) rather than ‘child-friendly’ reception. - Seek: informative, educational, want to learn more, encourage children’s experiences. - A ‘responsible’ choice for a day out. Cultured Scot Socio-D: (A), - Single or in a couple. Couples and - Mobile Secondary B, C2 - Spend significant groups of devices Adults 25-54 amount of time with friends (including friends. looking for a smartphones) - Young professional. cultural - Online and - Cash rich/time poor experience. digital - Interests: music, arts, Scots or (including culture, events, visitors to social media) festivals. Scotland - Radio - Eat out a lot. within a 50 (commercial - High, fast media mile radius of national or UK) consumption (mobile, events. - Television laptop, TV).
4.0 Audience Audience description Demographic Lifestyle profile Behaviour Media consumption Young family Primary Socio-D: B, C1, C2, (D) Adults 35-54 (note: grandparents and single parent families are also significant) Children 4-15 - Younger children with varied family structure. - Kid focused but with a need from the parents. - Like to have the choice of doing things separately or together. - A key element is to enjoy a memorable experience together. - A balance of sightseeing, outdoor activities, relaxation, entertainment and fun. - Parents like to feel they are giving children a vivid, nurturing childhood. - Open to new destinations. - Include travel as part of their trip (use of car is important). - They prefer rather than ‘child-friendly’ reception. - Seek: informative, educational, want to learn more, encourage children’s experiences. - A ‘responsible’ choice for a day out. Looking for entertaining family days out on their doorstep at good value and within reach. They need lots of opportunities to entertain the kids. - Radio (local and BBC) - Television - Online and digital (seek solutions for family day out at short notice) - Local newspapers - Mobile (devices) - Lifestyle magazines (with educational content) - Journey media (outdoor, ambient, radio, internal taxi/train/bus) Cultured Scot Secondary Socio-D: (A), B, C2 Adults 25-54 - Single or in a couple. - Spend significant amount of time with friends. - Young professional. - Cash rich/time poor - Interests: music, arts, culture, events, festivals. - Eat out a lot. - High, fast media consumption (mobile, laptop, TV). Couples and groups of friends looking for a cultural experience. Scots or visitors to Scotland within a 50 mile radius of events. - Mobile devices (including smartphones) - Online and digital (including social media) - Radio (commercial national or UK) - Television