The AIF six year report 2014 undertook a 6 year survey from 2008 and the report summarises all data gathered. Over 19,000 respondents took part and generally, the gender balance of respondents was roughly equal between male and female over six years, although with more females than males taking the survey on average: Male 45.5% / Female 54.5%. Age wise, the highest proportion of the AIF survey respondents was between the 25-34 age range (32.8%). The next highest group was 17-24 (26.5%), followed by 35-44 (22.7%). The average age of a survey respondent was 33.
However, the UK Festival Awards Market Research Report for 2015/2016 shows a difference in the age of festival goers.
The primary group to attend festivals are 18 - 25 year olds, which make up 38.4% of all attendees. This is the most significant age group and the age range you are most likely to see at a festival, speaking from personal experience.
The gender gap is irrelevant to me in this case, as I do not want to target a particular gender in the design of the guide. However I am aware that some of the content maybe more aimed towards females given that I am providing my own personal experiences and advice.
Target audience:
People aged 18+. Primarily younger people but not limited to this age group given that older people still like to attend festivals according to the data above. Younger people may be more interested in my guide as they will be less likely to have been to a festival before.
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