12. Secondary Research

I looked on the Channel4/4music website to see the breakdown of audiences. In the sales section I found some information about the gender of audience and the percentage.

Channel 4- Audience Breakdown

It claims that their audience is female leading, and the majority is centres in the age category of 16-24. This is similar to what I am expecting my own music videos audience to be like, with a young audience, and it is very possible that it will be more popular with females.

Young Audiences:
4music research brought up information about their young audiences, this is as follows:

Females are significantly more likely to spend money on clothes and socialising whereas males are more likely to spend on gadgets and computer games. 

Males are significantly more likely to be engaging with online activity. 

BBC1 and E4 are the two most popular channels for 14-19 year olds

iPlayer and 4oD are the most popular TV services for watching/downloading programmes on demand. 

Future financial stability and job prospects were a worry for all, even the younger age groups, triggered by the current economic climate.

Cyber bullying and issues of cyber safety were big concerns for girls. 

Boys were particularly concerned about personal hygiene.

 This gives the business a broken down overview to help them understand young people, by looking at the facts, this will give them better opportunity to market their products and music. This data is the product of 1800 Internet interviews.

E4 is linked to 4music, so this breakdown of research will be directly linked to 4 music. It shows the breakdown on a chart using figures, giving us a closer insight into the relations in the gender and age of audience members.

E4 Audience Breakdown

These figures contrast predominantly with the figurative research for Film4, where studies show that there is a much stronger male than female audience.

Film4 Audience Breakdown

When side by side we can see the clear difference in audience choice between E4, which is linked to 4music, and Film4, with the gender separation, however the age stays in the same category.
I can apply this to my own music video, as it seems that the results for the E4 research will be almost parallel to my own video. The correlations seen in these studies are very interesting and useful for my music video as I now know who to target my video at, as I can see who the main audience is for music videos, (predominatly female 16-24's). This audience is what I expected and I feel that I have chosen a successful song that will appeal to both the gender and the age.