Audience
Our Target Audience:
Female
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18 to 25 years of age.
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Completed university or currently studying.
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At a stage of comparison (comparing lifestyle/ objective to others).
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Either working full time, part time or casual.
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Lives in Melbourne.
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Friends are traveling/ making new life experiences for themselves (which is shown through social media).
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Social media exacerbates insecurities and potential for quarter life crisis.
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Values the political voice of young people.
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Does not want to abandon social media, but wants healthier usage.
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Ethnically diverse.
Male
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18 to 22 years of age.
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Studying full time or part time.
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Lives in Melbourne or frequents Melbourne often
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Ethnically diverse.
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Users snapchat or Instagram where they are exposed to missed events or social gatherings.
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Has an interest in fitness or being with "the boys".
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Comparison of body image on social media.
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Values friendship and personal connections.
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Does not post often on social media but users it to keep up to date with friends and family.
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Posts mainly about being with friends.