Graphics Programs Reference
In-Depth Information
Figure 2-4
NextBest Fest target audience information
76% of classic rock festival attendees are couples and families.
Music festival patrons spend an additional $85 per day of attendance above ticket purchase.
82% of average U.S. households have computers with Internet access. (57% of all households have
high-speed broadband connections. Of connected households, 88% have high-speed broadband
connections and 12% have 56Kbs or less narrowband connectivity.)
72% of U.S. households can, and sometimes do, listen to audio content on their computers.
66% of multiday music festival attendees purchase tickets in advance, online.
87% of polled music festival patrons said that they had visited the festival Web site prior to
attending the event to find information about bands, location, pricing, and schedule.
You will look for additional information about the target audience for the NextBest
Fest site. Make sure that you note the source of the information and the URL of the Web
page in case you need to refer to that source in the future.
To gather information on the NextBest Fest target audience:
◗
1.
Start your Web browser, type
bing.com
in the Address bar, and then press the
Enter
key. The bing home page opens.
Trouble?
Sometimes sites “go down” and cannot be accessed. If the bing search
engine is unavailable, try another search engine. Type google.com or the URL for
your favorite search engine in the Address bar, and then press the Enter key.
◗
2.
Type
market research music festival
into the box at the top of the page, and
then click the
Search
button to start the search.
◗
3.
Review the list of Web sites, click the link for a Web site that looks promising, and
then explore that site.
◗
4.
Write down all pertinent information, especially information regarding audience
ages and spending habits. Make sure to include the source of the information and
the URL of the Web page in case you need to refer to that source in the future. If
the site contains no relevant statistics or information, continue with Step 5.
◗
5.
Click the
Back
button
on the browser toolbar to return to the search results.
◗
6.
Repeat Steps 3 through 5 to gather information from other Web sites until you
have documented at least five distinct facts about music festival audiences.
Trouble?
If you cannot find enough information, you can also search the key-
words “market research cover bands” to find information regarding cover bands
and their audiences.
The information you have collected so far gives you some understanding of the target
audience's habits and likes. Now, you will switch your focus from the habits of the target
audience to what you can do with the Web site to attract the target audience. You will
investigate Web sites that the target audience frequents as well as Web sites of NextBest
Fest competitors. You will have to make assumptions about which sites are popular with
the target audience based on the information you gathered about its habits and prefer-
ences. By exploring sites that are popular with the target audience and the sites of com-
petitors, you can familiarize yourself with graphic styles to which the target audience is
accustomed as well as the colors, symbols, fashions, styles, and slang terms that have
been effective in communicating with the target audience.
While you are exploring competitors' Web sites, pay close attention to their designs.
What colors do the sites use? How is the information laid out? What are the navigation
systems like? Is there anything unique about the sites? What aspects of the sites might
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