Male: 60%
Female: 40%
Average Age: 21
ABC1: 75%
2 Cluster groups -
- Fashion conscious students who are still attending gigs and festivals. They will have an alternative style, but will be up to date with all the latest trends. Some will have jobs, whereas most will be students.
- British record labels who are scouting for new talent
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TECHNOLOGY OWNERSHIP:
60% Own a PC
80% Own an iPod/ mp3 player/ digital music player
60 % own a digital radio
60 % will own a CD player
90% own a DVD player
45% have cable/satellite/digital TV
85% have a mobile phone with a built-in camera
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Favourite TV channel - BBC3
Favourite Newspaper - The Sun
90% have access to the Internet
55% have broadband access, and on average spend 12 hours online per week
70% like to keep up with the latest technologies
40% like to buy new gadgets and appliances
62% like to try new drinks
50% go to cinema at least once per month
Circulation: 70,400 (ABC Dec 09/jan 10)
Readership: 300,000 (Jan/Feb 10)
Only 25% actually buy their music.
