Target Audience

There are millions of young people, and they all fall into different social groups. Although they may fall in to hundreds of social groups, UK Tribes have narrowed those hundreds into a few. The main social groups which most of the todays' youngsters fall into, according to UK Tribes are:

Mainstream

Aspirant Mainstream

urban

Leading Edge

Alternative Kid

Aspirant mainstream is made up mainly of two different groups in which are slightly similar when it comes to the places in which they shop and the media brands in which they use. The two groups that fall into these categories are, Rahs and Trendies. Their media brands are Facebook, Channel 4, Vogue and Elle. The most popular brands amongst them are H&M, Topshop, iTunes and Amazon.

The Leading Edge group is made up of Geeks, Craft kids, Hipsters and Indie Scenesters. Their media brands are Flickr, Twitter, Vogue, XFM and the Gaurdian. The popular brands for this social groupo are Converse, Ebay, ASOS and Nike.

Another social group is the Urbans, they are made up of the Blingers, DIYers and Trackies. The brand that this group are associated with are big brand names such as Adidas, Nike, Blackberry and Playstation 3. The most popular media brands are Kiss 100, MTV, Kiss and Facebook.
 

Mainstream also consists of a few social groups. For example Sports junkies, Street Rats, Chavs, Boy Racers and Ravers. There brand and media types are similar yet different. For example there brands are Nike, River Island, Nintendo Wii, Primark and Sports Direct. There Media types are Facebook, Youtube, ITV 1 and the Sun.

The social group Alternative kids are made up of, Emos, Scene kids, young alts and gamers. There brands are musch different from others. The media brands most popular with these groups are Eurogamer, 4OS, Youtube, Myspace and NME. The brand names associated with this social group are fairly big branded names such as X-Box 360, Amazone, Topman and Vans.