J.

Promise Gainey-Besley
Audience Analysis
1) Target Audience
Duval County mom between the ages of 20-34. These are busy moms who are budget
conscious and who want to provide healthy meals to their families. Also, they want activities to
compile with their kids while spending time outdoors.
2) Nickname
Super Moms
3) Demographics
According to http://quickfacts.census.gov/qfd/states/12/12031.html females make up
51.5 percent of Duval Countys population in 2013. Of that 51.5 percent, 22.9 percent of females
are aged between 20 and 34
(http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF). Of
the 218,254 family households, 143,567 of those households have a husband and wife present.
57,339 of those families are wife only.
For the entire Duval County population the race make up is as follows; White 60.9
percent, Black/ African America 29.5 percent, American Indian or Alaska Native .4 percent,
Asian 4.2 percent, Native Hawaiian and Other Pacific Islander .1 percent, Two or More Races
2.9 percent.
Of the 397,396 people age 16 and older employed, 49.5 percent of that number are
women. The median salary for women in Duval County is 29,366$. For males its 36,396$. This
is according to http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?
src=CF.
4) Psychographics
According to DemographicsNow.com, many families (about half) recycle glass,
newspapers, paper boxes and plastic bottles. There are other items recycled by about a third of
the population.
These families also are money and comfort conscience. Comfortability is the most
important factor in choosing clothes according to 77.8 percent of the population with
functionality being the second most important. People also choose brands that they have used for
a while and that will last a long time. 74.1 percent dress to please themselves. 52.8 percent
believe that discount clothes are just as good as department store clothes.
53.1 percent of the population agrees with the increasing bans on cigarette smoking. 29.5
percent say they dont have time to prepare healthy foods. 38.9 percent like to know the
ingredients in the food they eat.
Overall, this is a conformist group. They stick with what they know. They want comfort
and durability out of everything with limited effort. They are health conscience, however money
and time are factors are more important than healthy for about two-thirds of the population.
5)Outline of Informational Networks

I. Personal Relationships (Primary)

a. Family
b. Friends
c. Peers
d. Colleagues
e. Other parents (in play groups or school PTAs)
II. Internet (alternate primary)
a. Social Media (Facebook, Twitter, LinkedIn)
b. Online Newspapers (Huffington Post, USA Today, Jacksonville.com
c. Blogs
III. Television (secondary)
a. Local news shows
b. National Broadcasts (FOX News, MSNBC, The Today Show, Good Morning
America etc.)
c. Entertainment news (TMZ, E! News)
IV. Radio (secondary)
V. Newspaper (secondary)
a.
b.
c.
d.

The Florida Times Union

USA Today
The NY Times
The Wall Street Journal

VI. Magazines (secondary)

a. Us Weekly, People, Cosmopolitan
b. Home and Garden
c. Southern Living
d. Time