Summary of TGI research around white working class boys
From WikiREADia
Research findings – White, Working Class or C2DE Boys
The National Year of Reading commissioned research to help us understand and develop a richer picture of one or our key target audiences, white working class (or C2DE) boys aged 11-15.
Contents |
The research covers such things as:
- their attitudes to reading and general literary traits
- wider beliefs and worldview
- media consumption
- interests and hobbies
- people they admire etc
The research compares this audience to all youths aged 11-19.
The researchers used TGI (Target Group Index) which is the most widely used and highly regarded continuous data source for understanding customer types in a particular market, using a sample of 26,000 people. Information is mined from an extensive multiple-choice self-completion questionnaire and is the most robust large scale study of attitudes and opinions in the country, used by marketeers, researchers and media agencies.
Report headlines
Reading
- They do read – but they are more likely to do so for help with school work than for enjoyment
- One third ‘really enjoy’ reading books but a similar amount read less due to being online
- Sports books, annuals and adventure are their favourite types of books
- They are most likely to read football and game-playing magazines
- Parents are key for advice in all areas of their life (music, films, fashion etc) but not for books and reading
- They ask teachers for advice for about books but one third consult no one
- Over 40% buy their books from WH Smith
- Parents are the likely source for obtaining books
- They are more likely to be light readers of books in comparison with all youths
- They are likely to read the red top tabloids (via parents)
On-line activity
- Over 80% access the internet at home through a computer
- They are most likely to access the internet in the library compared to the average
- They are likely to visit online adventure games such as Runescape and Gameplay
- But they are less likely to visit social networking sites such as Facebook and Myspace
- They are likely to go online to visit ‘virtual worlds’, play games and to study
Lifestyle
- Friendship, belonging and peer approval is key
- They generally get on and enjoy spending time with their family
- They want to be rich and famous
- Sport is important to them for enjoyment, health and social reasons
- They enjoy, engage with and appreciate good advertising
- They have a fairly healthy concern for the environment
- TV, computers and the internet are valued and dominate leisure time
In summary
- They do read – but they are more likely to do so for help with school work than for enjoyment
- They favour annuals, books and magazines about sport or adventure
- Time spent online is key – it has encroached upon their reading time but it is also a way of getting them into libraries
- They are very much interested in sport, playing video games (online and consoles) and watching TV
- They are optimistic, concerned about the environment, value friendships and family as well as being brand and outwardly focussed
- Fast food, sports and mobile phone brands are most likely to be considered cool
- Parents are key for advice in all areas of their life (music, films, fashion etc) apart from books and reading
