22 

Plan 

Sample Audience Group Selection Report 

Site Audience 

The audience for the site is likely to be: 

More married than not 

More women than men 

Most have children 

Range in age from mid 20s to mid 60s.  

The target demographic for the site is, in order of prevalence:  

Married women with children 

Married men with children 

Single women with children 

Married men and women with no children 

Single women with no children 

Single men with children 

As for computer experience, the site's audience is considered to reflect the professional segment as a whole: 

About 70% use a computer at work, and approximately 80% of those have e mail. Almost all of e mail users 

are familiar with the Internet, but only half of those are proficient in Web navigation and likely to shop 

online. 

Selection of Test Group 

Eight prospective users of the site were selected to participate in a test group. These users comprise a 

representative sample of the total site audience in terms of age, gender, and marital status. The test group 

participants were: 

CC, a married woman in her 30s with children.  She uses the Web often, and likes to shop online. 

KN, a married woman in her 30s with children. She is comfortable using the Web, and shops on the 

Web occasionally. 

FE, a married woman in her 40s with children. She is a Web neophyte, and has never shopped 

online. 

JB, a married woman in her 50s with no children. She uses computers occasionally. 

CS, a widowed woman in her 50s with grown children. She uses e mail, but isn't an experienced 

Web user. 

CK, an single woman in her 30s with an e mail account who uses the Web on the job. 

BM, a married male in his 60s who is new to computers, but enthusiastic about them. 

RR, a married man in his 30s who is familiar with computers and an active Web user. 

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