Youth Market Research

Youth Market:
First of all i set out to investigate how the youth market where categorized into different groups, this would then allow me to focus my research to either a single group or different groups that have some of the same interests. This will then enable me to understand what i need to included in my magazine and the genre and style it needs to be.

I used a website called UK Tribes which had done a country wide survey to try and separate the youth market into different tribes that have different hobbies and clothing style ect.

Youth Market categorized into different tribes.

The groups are categorized into 5 different categories:
Urban
Mainstream
Alternative
Leading edge
Aspirant mainstream




Urban 
Quote UKTribes:
"Urban music is the most pervasive and influential genre in popular music, topping the charts around the world and sound-tracking the lives of many different Tribes. Members of the Urban segment are therefore very close to one of the biggest cultural signifiers in the youth market – although in planning terms, genuine Urban segment members make up a small slice of the market."


Alternative
Quote UKTribes:
"Possessing an alternative taste in music and fashion no longer automatically denotes outsider status. Instead, this segment makes up a significant slice of the youth market, with the internet helping to smash the barriers to the Alternative lifestyle. An enthusiasm for indie fashion and band culture is now almost obligatory in the development of middle class teens."

Leading edge
Quote UKTribes:
"Leading Edge tribes are the smallest segment in the youth market. However, they drive taste across virtually all other sectors, impacting on the listening habits and fashions of everyone from rural teenage Emos to the stars of US hip hop. These tribes stand at the gateway of popular culture, and are the main influence over other Tribes like the Young Alts. However, all of these Leading Edge Tribes are hard to manipulate"

Aspirant mainstream
Quote UKTribes:
"Leading Edge tribes are the smallest segment in the youth market. However, they drive taste across virtually all other sectors, impacting on the listening habits and fashions of everyone from rural teenage Emos to the stars of US hip hop. These tribes stand at the gateway of popular culture, and are the main influence over other Tribes like the Young Alts. However, all of these Leading Edge Tribes are hard to manipulate."


My Target Audience


Mainstream
Quote UKTribes:
"Just turned teenager? Welcome to the Mainstream. Apart from those born into privilege or other exceptional circumstances, most youngsters start out as members of this group. Forgetting all of the regular media demonisation, the Townie and Chav subsets are among the most visible around Britain and entry requirements are low – if you like chart music, TV and a bit of a drink, you’re in"

The main tribe that i will be using for my target market is the mainstream tribe, the main stream tribe has many sub-tribes which enable me to be more specific about the kind of people that i will be targeting, they are the ravers and the boy racers.