Our target market

Develop our B2C target market  

• Primary & secondary market demographics

-Primary market demographics : 15 to 25 years old  (and up) young adult's readers

-Secondary market demographics : the other ones

• Socio- & psycho-graphics

Young adult's readers profile

According to a survey  89 % of the respondents young adult's readers are women between 18 and 34 years old.

Interests, attitudes & beliefs
The brands and the publishing houses are not yet recognized by the readers. Indeed they only take into account the cover page and the back cover (the title, the summary and the main picture). The most important part of the recommendation is made on the internet between community members. It is the principle of "word of mouth". 

Genres 
Young adult's readers prefer the following literary genres:
-1st position : Science fiction & Fantasy (80%)
-2nd position : Women's Literature (46,7%)

Type of books

Harry Potter of J.K. Rowling and Twilight of Stephanie Meyer became the two references for the Young adult's literature.

• Purchasing data

A real addiction
They are avid readers because 60% of them read more than 1 book per week. So it represents a real opportunity. Indeed, this target is the future of the publishing market.

The places of purchase
Young adult's readers prefer buying books:
-in the bookshops : 37%
-in the cultural department stores (Fnac, Virgin) : 24%
-on Internet (Amazon, Priceminister) : 16%

(Source: Survey on the public "Young adult's readers" conducted by the social network Babelio on Internet and carried out among 29 000 members in May 2011, http://www.actualitte.com/societe/harry-potter-et-twilight-ambassadeurs-de-la-litterature-jeune-adulte).

• Key concerns leading to openness to your message

The Maslow model :  the need people have to use our product (a book) belongs to two elements : love&beloging and self-actualisation.

1. love&belonging : people who read this kind of books want to belong to a special community : they can share their experience, their feelings and their passion for dark love stories. The creation of these groups is very relevant because we can notice that on the social network, it exist a lot of communities.
2. self-actualization : it consists in going out of the material aspect of the world, using your creativity and your spontaneity. Reading is a good mean to think outside of the box, to use your imagination. 

It means we have to use these two different ways to communicate and to create ours messages. They have to be based on the relationship between people and what can a community bring them : links, sharing, gratitude.

Create target profiles

• An individual that helps define your primary market

The Young adult's readers are aged between 15 and 25 years old.

For the gender it depends of the type of literature as they don't touch the target the same way.
I.e:
For books like Harry Potter or Hunger games: males and females read them because both can be touched by the story.
For books refering to vampires like Vampire diaries : more females read them because romantism is very present.

  

Sources:

-http://www.adcagency.fr/blog/page/15

-http://imaginelife.forumactif.fr/t37-des-conseils-pour-bien-reussir-son-texte

- http://twilightersanonymous.com/the-wall-street-journal-posts-article-attacking-current-young-adult-literature.html 

• A second individual that helps define your secondary market

The other readers. No gender or age particularly. Indeed, this type of literature can also touch adults. The best example for that is the world wide success of Harry Potter that has touched many people of very different ages.

  

Sources:
-http://lestorytelling.com/blog/wp-content/uploads/2012/07/le-storytelling-sebastien-durand-conseil-communication-le-blog-chroniiques.jpg
-http://flashinformatique.epfl.ch/spip.php?article1336

Nathalie CONTE
Séléna BERNARD
Léonore BERARD
Sandrine CATHALO