Market Research

The target audience defined by DCM's D&AD brief is:
"Ultimately, the end target audience is cinemagoers of all ages, everywhere. Change attitudes."

As this is such a large and broad target, I will be undertaking some research into who exactly cinemagoers are. This will possibly allow me to make design decisions based on the largest demographic majority. But ultimately, my goal is to create a piece of media that is suitable for and will engage all audiences.

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In my previous post All You Need To Know About DCM, I linked to an infographic PDF found on DCM's official site, this PDF contains some useful information related to cinemagoers.

4 Million Male Youths (14-25) go to the cinema in summer (July-August)

1.7 Million Average tickets sold for ‘Family Focus’ films monthly

8.6 Million Seniors Tickets sold in 2012

Source: CAA Admissions Forecast / DCM Admissions 2012. *Senior tickets sold in 2012 based on DCM Admissions.

These figures are quite hard to work with though, since there are a few variables between each statistic. The figures do show us that all age groups have a significant presence at cinemas.

The PDF also mentions some social media statistics that I will go into in a different blog post.

The British Film Institute issue a yearbook with in-depth statistics about this year in the UK film industry.

In 2012, cinema admissions were at 172.5 million, 25% of this coming from London.

Age distribution of cinema-goers aged 15+, 1997-2012

The graph shows that teenage audiences are going to the cinema less, while older audiences are going more. Unfortunately the graph only covers people aged 15 or over and misses out on the important younger audience.

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With these figures and research we can see the older generation are currently the largest audience within our target, however with each age group equal to atleast roughly 20% of the total, it is essential not to alienate anyone.

Although this research hasn't helped me narrow down the target audience, the important fact is similarly to DCM's previous idents, it is necessary to stay neutral and make an ident that can be enjoyed by all.