Madeline Anderson

Public Relations Contact

214 North Hogan Street, Suite 120
Jacksonville, Florida, 32202
(904)753-1865
madeline.a.anderson@gmail.com
FOR IMMEDIATE RELEASE
The target public for this audience analysis is young adults ages 18-24 living near
the University of North Florida or the South Side area of Jacksonville. Members of this
demographic are relevant to the client in that they are the most likely group of young
adults to attend an event like Art Walk: theyre young, creative, and always in search of a
good time at minimal cost.
This public will be referred to as the Amateur Adults. Amateur Adults
describes the target audience. Legally, when you turn 18, you are considered an adult.
Even at the highest point of the ages included in this study, 24 years old is at the
beginning of legal adulthood. This population is young. They are learning. They are
amateurs, but still adults.
The Amateur Adults area codes are 32216, 32224, 32246 and 32256. Area codes
32216, 32246 and 32256 make up the Southside area of Jacksonville. Area code 32224 is
the University of North Florida and surrounding areas. According to Demographics Now,
9.6 percent of residents of the four area codes mentioned earlier are ages 20-24. The
breakdown is as follows: for area code 32216, 7.7 percent of residents are between ages
20-24 with 48.0 percent being male and 51.9 percent female. For area code 3224, 12.7
percent of the population fell within the parameters for the Amateur Adults with 48.2
percent being male and 51.7 percent female. Regarding area code 32246, 8.5 percent of
the population qualifies to be part of the Amateur Adults with 49.4 percent being male
and 50.5 percent being female. Finally, in area code 32256, 9.3 percent of the population
falls between ages 20-24 with 48.1 percent male and 51.8 percent female. These statistics

show an average of 9.6 percent of the population falling between ages 20-24 and an
average of 48.4 percent male and 51.5 percent female in the targeted area for identifying
Amateur Adults.
Demographic research shows that a significant percentage of members of the
Amateur Adults are college students. According to Simmons Library OneView, at age 18
people were 91 percent more likely to have less than one year of college completed than
any college at all. By age 19, the Amateur Adults are 246 percent more likely have
completed a full year of college. At age 20, the Amateur Adults are 176 percent more
likely to have completed one year of college, 149 percent more likely to have completed
two years and 20 percent more likely to have completed three or more years of college
(without graduating). By age 21, Amateur Adults are 189 percent more likely to have
completed three or more years of college (with no graduation). In the final age group (2224), the majority of the population are ending their college careers. The Amateur Adults
are 75 percent more likely to have completed three or more years of college without
graduating and 46 percent more likely to have completed four years of college with
having graduated.
Trends from Simmons also show that the Amateur Adults are slow to marry
before age 24. The Amateur Adults were examined in three categories: presently married,
divorced and never married. At age 18, Amateur Adults are 96 percent less likely to be
married. 96 percent are less likely to be divorced and 254 percent more likely to have
never been married. At ages 19-21, the statistics held steady, wavering in each category
by a margin no greater than 20 percent at a given time. When analyzing members of the
22-24 age group, the numbers changed significantly. The population reported to be 74

Art Walk is a production of Downtown Vision Inc.

percent less likely to be presently married, 88 percent less likely to be divorced and 207
percent more likely to have never been married.
Lastly, the annual income of the Amateur Adults was analyzed. At age 18, the
Amateur Adults reported to be 372 percent more likely to earn less than $5,000 annually
and 120 percent more likely to earn between $10,000 and $12,499. By age 21, the
audience is 399 percent more likely to earn less than $5,000 and 136 percent more likely
to earn between $12,500 and $14,999. Between ages 22-24, the audience is 173 percent
more likely to earn less than $5,000, 171 percent more likely to earn between $5,000$7,499, 76 percent more likely to earn between $10,000-$12,499 and 132 percent more
likely to earn between $12,500-$14,999.
When analyzing a target audience, psychographics must be taken into
consideration as well. A variety of criteria were evaluated, including shopping
preferences, habits concerning alcohol consumption, internet use, religious and political
preferences, etc.
Shopping habits of the Amateur Adults were evaluated. According to Simmons,
Amateur Adults in the 18-20 age bracket were on average 27 percent less likely to prefer
shopping at local stores to shopping at national chain stores. Amateur Adults also
reported, as a whole, to be (on average) 38 percent less likely to make extra effort to buy
locally grown food when grocery shopping. Next, alcoholic beverage consumption was
evaluated. For these statistics, only the portion of the target audience that is of legal age
to drink was examined (ages 21-24). According to Simmons, members of the 21-24 age
group are 94 percent more likely to consume alcohol at entertainment and sporting
events. Research shows that craft beer consumption increases with age as well: while 21-

Art Walk is a production of Downtown Vision Inc.

year-olds were only 9 percent more likely to consume craft beer, the percentage increases
to 17 percent for ages 22-24.
As for Internet use, the entire group of Amateur Adults (ages 18-24) are 79
percent more likely to agree that the Internet has become their primary source of
entertainment (according to Simmons). In addition, the Amateur Adults are 99 percent
more likely to feel that they need to be connected to the Internet from the moment they
wake up till the moment they go to bed. For as Internet-dependent as the target
demographic reports to be, they are slowly turning to the Internet more and more for
news (23 percent more likely to search the Internet first for news for ages 20-24).
Politically, the Amateur Adults hold primarily moderate to very liberal views
while swaying away from conservative outlooks. According to Simmons, the entire
population reports to be 28 percent less likely to consider themselves somewhat
conservative, 17 percent more likely to have middle of the road views and 22 percent
more likely to be very liberal. The Pew Research Center reports that half of
Millennials (50 percent) describe themselves as political independents. This is very
applicable the Amateur Adults, seeing that all members of the population are considered
Millennials.
A search of religious preferences of the Amateur Adults yielded diverse results.
While many preferences were recorded, only the least and most common are included in
this report. According to Simmons, 18-year-old Amateur Adults are 92 percent less likely
to identify as Russian, Greek or Eastern Orthodox. Amateur Adults are 148 percent more
likely to align themselves with the United Church of Christ, while 31 percent have no
religious [preference. At age 19, Amateur Adults are 92 percent less likely to be

Art Walk is a production of Downtown Vision Inc.

Presbyterian, 74 percent more likely to be a member of the Christian church and 59

percent more likely to have no preference. At ages 22-24, Amateur Adults are 97 percent
less likely to turn to Russian, Greek or Eastern Orthodoxy and 43 percent more likely to
have no preference.
The Amateur Adults views on life in general were also evaluated. According to
Simmons, when asked if social conformity makes the Amateur Adults uncomfortable,
they were 8 percent more likely to feel uncomfortable and 13 percent less likely to feel
uncomfortable. When asked if the Amateur Adults were not afraid to appear
unconventional, they were 19 percent less likely to appear unafraid and 11 percent more
likely to appear unafraid. When asked if they like to travel the unbeaten path, Amateur
Adults stated that they were 4 percent less likely to travel the unbeaten path and seven
percent more likely to travel the unbeaten path.
Research clearly shows that the Amateur Adults are making less than $20,000 per
year with the majority of the sample population earning less than $5,000 per year. This is
a meager sum to live off of. Including words (and highlighting events/items) as
inexpensive and free would be effective to draw in Amateur Adults. Using words
such as connect and community would be effective as well. From the psychographic
research conducted, one can infer that Amateur Adults are surprisingly cautious in their
outlook on life. By using the works connect and community, Amateur Adults will
want to be involved in the advertised event based on the promise of being and connecting
with a group of like-minded people within a relevant geographical space.
Demographic and psychographic suggests many things about the Amateur Adults.
The high concentration of low-income Amateur Adults shows that the population either

Art Walk is a production of Downtown Vision Inc.

(a) does not value earning money or employment or (b) has extenuating circumstances
that are preventative when trying to get a job. One could even go as far to say that the
lack of income could be related to a number of unemployed Amateur Adults, showing
that this population is lazy, unmotivated and uninspired. When examining the lack of
married Amateur Adults, a possible explanation is a general feeling of unpreparedness for
marriage within the Amateur Adults. Potential explanations for these unmarried members
could be a lack of financial stability to marry, not having found the right person or
simply enjoying having non-monogamous relationships. Regardless of the reason, this
shows that Amateur Adults value their independence and autonomy.
Perhaps what can be the most easily interpreted is Amateur Adults political views.
With the majority of their views airing on the side of liberal, psychographics and
demographics show that Amateur Adults value progressive action and change in the
government (and by extension, society) with a willingness to embrace change. Lastly,
research regarding Internet use shows that Amateur Adults are extremely dependent on
the Internet for entertainment. This exemplifies how much Amateur Adults value
instantaneous entertainment: the Internet can be accessed from nearly anywhere. This
means that with the correct technology, entertainment can be accessed everywhere. Such
a dependency on the Internet also suggests the target population may frequently
experience FOMO (Fear of Missing Out): the Amateur Adults value connection to the
online community so highly that they find themselves experiencing anxiety because they
are missing out on an event that was mentioned online. It is not unreasonable to think that
if the Amateur Adults suffer from FOMO for online events, they would feel the same way

Art Walk is a production of Downtown Vision Inc.

for real life events. The Amateur Adults place value on being at events and staying
current with information and trends.
The Amateur Adults information networks are based mostly in the Internet. Pew
Research reports that about 6 in 10 online Millennials (61 percent) report getting
political news on Facebook while only 37 percent relied on local TV for political news.
While the study is centered on Millennials, the Amateur Adults are millennials, so the
data is still applicable. Use of print media is declining: Simmons shows that the Amateur
Adults are 35 percent less likely to read newspapers for information because they can
read it online. Amateur Adults also reported to be 12 percent more likely to agree that
they are getting more of their news from the Internet. Print media is on the decline with
Amateur Adults as well with Simmons reporting Amateur Adults to be 31 percent less
likely to turn to newspaper for information. In addition, 8.5 percent of Amateur Adults
are less likely to trust information in newspapers. It is safe to say that the Amateur Adults
rely on digital technology for their information, with all else following.

Art Walk is a production of Downtown Vision Inc.