IamRVASurveyResultsfinal (1)
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Because I Am RVA’s goals center around the purchase of a helmet (which 60% of people who<br />
have not heard of I Am RVA either never or sometimes wear), your organization should take<br />
income into consideration in future campaigns.<br />
It is also important to examine the platforms and mediums through which it is best to reach<br />
your audience. 92% of respondents age 21-26 use social media. Of that age range, 89% use<br />
Facebook and 74% use Instagram. Interestingly, 100% of respondents aged 45-50 reported<br />
they are active on social media. Once again, Facebook is the most popular with 86% of respondents<br />
active and Instagram comes in second, with 71% of respondents active. I Am RVA<br />
also currently maintains a Twitter account, a platform which is used by 59% of 21-26 year old<br />
respondents and 57% of 45-50 year old respondents. Social media is the number one platform<br />
through which respondents get their news. Not surprisingly, online news sources come<br />
in close second. It is interseting to note that 0% of respondents aged 45-50 get their news<br />
from print sources, with the most newspaper readers being in the 51+ age group. Local news<br />
sources were popular among 21-26 year old respondents, 45-50 year old respondents and 51+<br />
year old respondents. The Fan reports the same level of social media viewership, with 84%<br />
of Fan resident respondents getting their news from social media and 80% using online news<br />
sites to get their news. Monroe Park follows a similar trend.<br />
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