Internet sourced statistics
This research will be to find out what social media platform is most frequently used by the target audience of 16 -24 year olds to most effectively reach that age range.
Source 1
‘ Some 78% of 18- to 24-year-olds use Snapchat, and a sizeable majority of these users (71%) visit the platform multiple times per day. Similarly, 71% of Americans in this age group now use Instagram and close to half (45%) are Twitter users. ’
Top 3 – Snapchat, Instagram, Twitter
Source 2
Top 3 – Facebook, YouTube, Instagram
Source 3
‘ A study by UKOM also found that nearly half of the time spent on Instagram each month was by 18-24 year olds. ‘
‘ A surprising report by IPSOS Mori also shows that a ‘startlingly high proportion [of 16-22-year olds] are using Twitter’ with just under 45% of the age group active on the channel. ‘
The youngest age group (18-24) dominates with 77% of people in the age bracket using the platform *referencing Snapchat* ‘
Top 3 – Snapchat, Instagram, Twitter
Source 4
‘ Snapchat was the most important social network for 46 percent of U.S. teens’
‘ Facebook, the largest social network in the world with over 1.5 billion active users as of March 2015, is also the most used among over 40 percent of American teenagers. Although Instagram is shown to be the second most used social network among this age group, the photo-sharing platform has grown significantly in the past few years in terms of how much teenagers like to use it. The number of Instagram users in the United States aged 12 to 17 is projected to grow from 13.6 million in 2014 to almost 19 million in 2018. ‘
Top 3 – Snapchat, Facebook, Instagram
Research summary
From these 2 pie charts I can see that although Snapchat and Instagram share the same amount of popularity according to the statistics that were 18 – 24-year olds the interview pie chart shows me that Instagram was the more popular platform amongst 16 – 18-year olds. This shows me the most effective way to reach my target audience with my advert is via Instagram’s advertising methods which are; adverts inserted on user’s stories and posts promoted in people’s timelines. Instagram would also fit my photographic campaign because it is a picture sharing social media. I will focus on tailoring my photo ratios and colours around the platform; for example, with the colours I will keep them brighter because eye catching photos/ thumbnails are what I tend to engage with the most.
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Secondary research – Past adverts
I will be looking at past adverts to ensure we don’t replicate past advert and to see if there are any key values, information. Etc. that appear in the majority of Durex adverts.
Above is a screenshot of the first adverts that show up when typing Durex advert. From this I can see that Durex tend to use Illustrations and/ or bare plain background in their adverts, so I don’t run the risk of replicating the aesthetic of their past campaigns. Also, the durex logo tends to be put in the lower right-hand corner so I should feature the logo in the bottom of my photos. Any product shots are very well lit.
Abbie's media projects 