Jawbone's Target Audience

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Jawbone’s target audience are people who are looking to improve and track their lifestyle, loose weight, and follow their daily calorie intake and the amount of calories they burn. Most of this audience is younger both women and men around the ages of 18-35. This age range is familiar with the up to date technology Jawbone uses. This younger audience uses their smart phones all day long. This product relies heavily on the app that is bought from your smart phone to track all the effects of your body. Young adults age 18-35 mean income is approximately 35,000 a year (U.S. Census Bureau, 2012). According to Pew, 62% of smartphone users have used their phone in the past year to look up and use apps for their health conditions (Pew Research…show more content…
According to Pew, 36% of the nations young adults ages 18-31 were living in their parents’ home (Pew Research Center, 2013). 17% of young adults ages 18-31 live in the city (Pew Research Center, 2013). This audience has an active social life, a steady paying job, and have some form of education. 18 to 24 year olds are more likely to have confidence in specific technological and economic policies (Goldman Sachs, 2013). The median age they get married is 30 years old (Goldman Sachs, 2013). 83% of 18-30 year olds say wellness is a daily, active pursuit (Goldman Sachs, 2013). Wellness being a daily active pursuit puts them on the market to track their wellness. This leads them to be the target audience for Jawbone. 33% of millennials rely mostly on blogs before they make a purchase (Schwabel, 2015). If they rely on blogs, before they make a purchase, Jawbone has their own blog that is based off of customer reviews and opinions helping set them apart from competing brands. 62% of millennials say if a brand engages with them on social networks they are more likely to become brand loyal (Schwabel, 2015). 60% of those millennials say they are often always loyal to brands that they currently purchase (Schwabel,…show more content…
18-30 year olds are 2.5 times more likely to be early adopters of technology than older generations (U.S Chambers, 2012). This is big because Jawbone having a younger target audience they will be more likely to use their product more so than an older target audience. The biggest objective for young adults today, both male and female, is staying healthy and active (U.S Chambers, 2012). This is also perfect for Jawbone because their band is all about controlling your activeness and staying healthy. This age group is on track to become the most educated generation in American history (Pew Research Center, 2009). They are very open to change and
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