A product or service requires a thorough understanding of the target audience. Another word for the target audience is the potential consumer of the product or service of your brand. Knowing them is an unavoidable prerequisite for building a brand. Therefore, a target audience is the potential buyers of your product and service whom you’re targeting for. This article is to dig deep into the target audience of mobile apps.
To define the technical and business factors, you must define your target audience well. For example, user-centric UX/UI designs that require core user research or targeted market campaigns always focus on the understanding of who the users are – their preferences, choices, and tastes.
Knowledge about your target audience is crucial.
The first step of finding a target audience is to come out of the false idea that your app is for everyone. If you plan to build a mobile application for everyone, you will probably end up pleasing no one. Different groups and communities have different tastes, preferences, choices, and expectations of a mobile application.
You cannot target the app at a tiny group of people. Instead, it is about finding an in-betweenness between an enormously large number of undefined people and a few. The key is to locate a selected group with mutual interests, demographics, and pain points.
Figuring out ‘who those people are’ involves understanding the target audience’s demographics. A comprehensive view helps you find a solution to the seemingly unnavigable crossroad of your journey of marketing your app, in other words, when you are stuck on the question: how to find an intended target audience?
Once you figure out who they are with a wholesome knowledge about their choices, it’s more like a map through which you most likely would navigate the phases of design, development, and marketing of your app.
Target audience’s perspective: A view from the opposite side of the table
Understanding your target customers begins with user empathy. You have to walk in their shoes to conceive their perspectives. In other words, one of the best ways to develop user benefits is to use the “you” view.
- Try to understand your imagined target consumers’ pain points. You need to answer what exact solution your app will bring to them.
- What are the mutually shared characteristics of your target audience? These make the ground for considering them not as a bunch of individual subscribers but as a community.
- Try to understand who would like to use your app.
- Have a use guide chalked out for their perusal.
Once you adequately answer the points mentioned above, you have stepped forward to understand your target consumers. Then, you should focus on understanding the app user demographics and user persona with enhanced clarity.
Target audience demographics
Target audience demographics is one of the key concerns which help you figure out the shared characteristic features of target consumers, which bind them as a community. So it’s good to use the answers to determine what a good target audience demography looks like.
Determine a considerable (not too wide or too narrow range) age group you want to target the app for. An ideal target audience should be between 23-32 or 55-65 years.
Women are equal to men with differences. That’s why preferences, choices, and tastes differ by gender line. If you have, let’s say, a shopping app – the male and female customers most likely would have different tastes and buying preferences.
You cannot target your audience through all the geographical locations because, like age and gender, tastes and preferences also differ according to the locations. Though it largely depends on the nature of the app, regionality matters a lot in how people decide what they will buy or not.
Another important factor you must keep in mind while determining the target audience is the language they speak. Language is emblematic of the culture of the groups; it determines how your target audience would like to use your app. For example, studies say that most app subscribers want to read the apps they use in their mother tongue. Entangled research that covers the nooks and corners of the target audience’s preference would help you localize and culturalize your app while designing and developing your app.
If you plan to go for a paid subscription option, you have to consider your target consumers’ buying capacity. The financial background they are from and their occupation – thus are critical perspectives of user research.
As far as the mobile app industry is concerned, your app should be appropriately working for android or ios devices. Naturally, before designing, developing, and marketing, your app requires the device information about the gadgets.
Apart from the surface-level demographics, psychological factors also determine who your target audiences are. For example, personality, values and ethics, habits, and behavior are key factors that help to understand your target audience.
Psychological factors help to understand the user persona
Personality: The personality of your target customers is important to help you define them more clearly. Extroverts, introverts, loyal, sensitive, or intellectuals behave differently as consumers.
Values and Ethics: Values and ethics of a person determine what’s vital to that person and what’s not. Understanding their values helps you to come up with a clear idea about their expectation.
Behavior and Habits: Habits and behaviors of your target audience help to anticipate how they might act as long-time subscribers. If your app focuses on any habits of your target consumers, it can be more important.
To sum up
If you can identify these demographics, you’ve to organize the constituent features of your target audience. Nowadays, visual representations are more convenient than written or computerized data entry. While an exhaustive list of unorganized data creates confusion, visual representation gives you an accurate impression of what your target consumer looks like.
You also can create actual user persona profiles; it would help you visualize your target audience. If you create user persona profiles, you always will be able to take account of that visual representation while designing, developing, or marketing your app.
Suppose you already have a handful of users. In that case, you can kickstart building user persona profiles for later on building the target audience and use interviews and other methods of collecting information to make that happen.