Assignment 1

Target Audience Sydcon

Fangqi Yan, Malinda Hadiwidjojo, Aulia Yura and Alena Striebel

The client stated that they would like to have measurements undertaken to attract a younger audience to attend the music events of the conservatorium.

The Australian Journal of Psychology published the demographic of university students in Sydney in 2012. The following facts were discovered:

  • Age: between 16 and 74 years old, 83% of undergraduates are between 16 and 25 years old
  • Sex: 71 % female
  • Relationship status: 45 % in a relationship
  • Programm: 68 % Undergraduates
  • Accomodation:
    • 66 % living with their family or partner
    • 7 % University accommodation
    • 22 % other accommodation
    • 5 % living alone

The biggest group of students is between 16 and 25 years old, female, an undergraduate and living with their families or partners (Renner, O’Dea et al. 2015). Their demographic characteristics can be used to identify not only the university students in the preferred age range but also the music students. These could be addressed as secondary target group, because they are more heterogenic than the primary target group. published a ranking of the most used social media platforms in Australia. Facebook, Youtube, WordPress, Instagram, Snapchat and Tumbler are on the ranks one to six (in chronological order). Twitter is one of the platforms used by the Conservatorium and is nationally ranked 9th (Cowling 2017).


Cowling, D. (2017, 01/01/2017). “Social Media Statistics Australia – December 2016.” Retrieved 20/03/, 2017, from

Renner, P., et al. (2015). “Days out of role in university students: The association of demographics, binge drinking, and psychological risk factors.” Australian Journal of Psychology 67: 157-165.


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