Due to the rapid development of science and technology, nowadays we as a human being are addicted to network; most of the media has developed from broadcasting to narrowcasting. In the past, media is mostly broadcasted through television or other printed media, audience most of the time has limited choices. But nowadays audiences have more of choices in the present of the current advance of network and the modern media technology. This make the media need to be more details and specific to their targeted audiences, which they must target the specific group of audiences by different genre of program by using diversification of digital media, so that they can meet the higher expectation of their audiences. Thus, all media must know well about the criteria during setting targeted online audiences.
One of the critical criterial for such scenario is the demographic of the audience, which implies the background or the culture of the audiences. The background, culture and education level will has significant effect on the audiences’ preference on the content they choose to read or the platform they use to get the information that they want. For example, a teenager that is born in Y generation and Z millennium will spend more time on digital media as compare to the old people born in X generation and baby boomer. Based on the author Jean M. Twenge, PhD, author of the book iGenand professor of psychology at San Diego State University, said that “Compared with previous generations, teens in the 2010s spent more time online and less time with traditional media, such as books, magazines and television.”
According to Oxford University, the main source of news for the teenagers comes from online website. There are 84% of teenage read online news rather than reading the printed media or watching TV. For example, The Star which is a daily newspaper was first published on 9 September 1971. At first, they just produce printed media, but nowadays they also have their own online news, Facebook page, Twitter and app. They reach such a big amount of audience through Facebook page, which is about 1.09 million people likes their Facebook page.
Apart from that, the other criteria is about the interest and preferences of audience. This is due to interest has deep consideration of insight for audience’s behavior. Ultimately, it influenced the motivation, perception, decision-making of different types of audiences. The reason why people tends to use social media is because subconsciously they feel that they will be left behind if they do not stay up-to-date or follow the social mainstream trend in the social media. Based on survey that done by HYPE said that 83.7% of respondents find out about trends by using social media which mean that most of the people nowadays are the slave of trend. For the example, food trends such as a famous hot pot name Hai Di Lao. It is a popular hot pot restaurant in China and now is opening in Kuala Lumpur Malaysia. Many youtuber films video about this restaurant. Dumpling Soda, is one of the youtubers that film this video and published the video on 21st March 2019, and she reached 637K of views in one month. Apart from that, Korean fashion is also a viral topic on the social media. Many teenage watch the post or video about the fashion of make-up and outfit through social media such as YouTube, Facebook and Instagram. For example, Vogue Magazine Korea, they also post a lot of status about the Korean fashion through social media. They get 8.89 million people likes on their Facebook page.
Besides, nowadays people like things that is personalized and conveniences, thus in order to gain more online audiences, social media intend to custom made their products or services straight to the point based on every spectrum and horizon of different type of audiences through psychology of each audience. For example, Facebook trending topics are customize just based on “a click” such as the posts and pages you have liked as well as what it is popular in general. The trending topics appear on the upper right of the news feed; user can see the topic first than only followed by the story. These makes many audience became a Facebook user. There are 1.49 billion daily active users, Facebook adds 500,000 new users every day; 6 new profiles every second.
To target online audiences in an efficiency way, we must know the preference of each group of audiences.
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