• the majority are educated to GCSE orA-level, with around a quarter still in fulltimestudy• those who work are typically in routinejobs, with a fifth working part time• limited financial means, with over half onan annual income of less than £10,000• the most ethnically diverse segment – aquarter are from a Black and minorityethnic background, with those fromAsian backgrounds particularly likely tobelong to this groupTheir mediaTVHeavy TV viewers, they watch a rangeof programmes both during the day andin the evenings, including sports, soaps,music programmes, chat shows, reality TVshows, motoring programmes, daytimeentertainment and programmes involvingreal-life stories. Key channels include Five,Channel 4 and digital channels such asMTV, Smash Hits, E4 and Sky Movies,and programmes they typically watchinclude The Simpsons, Match of the Day,EastEnders, Emmerdale, Top Gear, Deal orNo Deal and The Jeremy Kyle Show.RadioThey are mostly light radio listeners. Whenthey do tune in they are most likely to listento radio music shows (eg Hit 40 UK) andchat and entertainment programmes (egThe Chris Moyles Show, Jo Wiley, FridayNight Kiss). They particularly enjoy musicrequest shows, showbiz and entertainmentfeatures.PressThis group typically reads The Sun, Newsof the World, Daily Star and free paperssuch as the Metro. Topics of interest includefashion, real life stories, film and sports.MagazinesKeen magazine readers, they readmagazines to keep up with fashion,trends and the latest gossip, to follow TVprogrammes and to read real-life stories andhoroscopes. This segment also has higherthan average readership of ‘lad’s magazines’and some also take an interest in baby andchildcare magazines.InternetActive internet users, they use the internetfor virtual socialising (instant messaging,online dating), accessing music sites,blogging and playing games.OutdoorsThey are most likely to notice outdoormedia when shopping and socialising(advertisements in shopping centres, pubsand clubs, free postcards) and on publictransport (advertisements at bus stops, inbuses and taxis, on the Underground and atrailway stations).CinemaThey are very frequent cinema-goers andalso watch films on TV. Their favouritefilm genres include comedy and teenagecomedy, horror, science fiction and fantasy.Word of mouthThis group is likely to talk to people about arange of topics, including clothes, alcoholicdrinks, toiletries, cars, TV, video and audioequipment and mobile phones.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)36 <strong>Arts</strong> <strong>audiences</strong>: <strong>insight</strong>
Mid-lifehobbyists