OUGD505 - Studio Brief 02 - Product, Range and Distribution - Target Audience Research

Before creating any ideas, the audience of people linked to the issue of using a mobile device in a vehicle had to be researched into. The 2014 and 2016 RAC Reports on Motoring thankfully summarises such demographics and statistics in a clear, easy-to-understand manner.

As seen in the two bar charts above, the problem likes mainly with drivers aged under 29. People tend to use their mobile phones more often when stationary in traffic, and have the phone to hand, as opposed to by ear. This highlights how much of the problem is people looking at their devices, opposed to holding the phone to call people. Further ideas will therefore concentrate on targeting a younger age group, as this appears to be where the issue is most problematic.

Another chart found highlights the use of hand-held mobile phones in terms of gender. As seen below, men are more to blame for the use; however, women are only roughly 0.5% behind men. In this sense, both genders should be targeted, as the problem is fairly universal overall.

ln terms of the actual vehicles in which offenses occurred, van drivers are the biggest offenders, followed by car and large lorry drivers. This is one aspect that I would have overlooked, as the majority of awareness campaigns focus on cars in their ads. This is definitely one area that will be considered when generating awareness ideas.



Alongside making some research into the issue itself, further research needed to be made into the current situation of mobile devices in the UK. This will allow me to understand the issue more, as I will learn which mobile devices people are using the most, and how resolutions could be made.

According to Ofcom, the UK is now a smartphone society. Ofcom’s 2015 Communications Market Report finds that a third of internet users see their smartphone as the most important device for going online, compared to 30% who are still sticking with their laptop. The rise in smartphone surfing marks a clear shift from 2014, when just 22% turned to their phone first, and 40% preferred their laptop.

Smartphones have become the hub of our daily lives and are now in the pockets of two thirds of UK adults, up from 39% in 2012. 90% of 16-24 year olds own one; but 55-64 year olds are also joining the smartphone revolution, with ownership in this age group more than doubling since 2012, from 19% to 50%.

Smartphones overtake laptops as UK internet users’ number one device.

A survey has revealed that the number of the smartphone users has peaked in the UK, with 81% of the people gaining access to the device. The study, conducted by business advisory firm Deloitte, has also found that a third of the UK adults and half of 18-24 year olds check their phones in the middle of the night. 

In terms of smartphones, the most popular UK devices on the market in 2015 can be seen above. Amazingly, only Apple and Samsung feature in the top with no sign of smartphones from HTC, Sony, LG or Motorola. Last year, Apple continued to dominate the market with the iPhone SE being the best selling smartphone in the UK.