KEY STATSGender: 65% MaleSocial Grade: C/BTarget age: 17

65% were aged 15-1745% of people said they listen to House38% said they listen to Hip-Hop music70% said they do not purchase music magazines42% said they enjoy attending gigs80% of people use YouTube50% were frequent users of Twitter and Soundcloud50% enjoyed Disclosure, Rudimental and Gorillaz40% wear Adidas Originals and Fred Perry clothing

Jack is 17 years old and he likes to attend clubs such as Hideout and discover and mix house/hip-hop and electronic music. He:• appreciates a large variety of artists and DJs• Is a frequent user of Twitter, Soundcloud and

YouTube• He follows his favourite artists on multi social

networking sites• He downloads music illegally and free via YouTube

MP3 • attends various gigs and festivals throughout the

year and likes to keep up to date on upcoming events

• Attends sixth form and does not have a job; so income is minimal

• Is conscious of the way he looks and owns an array of branded clothing