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Paypal new target audience

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Alan Arguelles
Alan Arguelles

Working with the AKQA strategy team last semester, we were assigned the brand Paypal. We eventually discovered that there's an opportunity for Paypal to shift their target into a different target audience.

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Tween Students PayPal Target Audience Analysis by Maggie Wang | Alan Arguelles
Whitley Smart Loves: Confident Shopping Friendly Friends Family
Whitley’s Schedule Part-time Full-time Baby Sitter Student Friend Daughter
Whitley Whitley Female 12-17 yrs. old Single Caucasian
Personal thoughts /Diary “Denim shorts & diet coke. Messy hair & music folk. Old Converse & Starbucks times. Easter Sunday & Friends of mine. Daisy chains & long summer days. Feeling happy & spiritual ways.”
Tech / Language Text: “OMG i ovrslpt, c u in 30m” Primary means of communication to peers
Media Consumers Magazines such as TeenVogue or Seventeen are used as point of reference for fashion tips / style
Media Consumers Most likely to visit the website of the store they visited
Shopping Behavior Most teenagers would go to the mall near where they live They would usually notice traditional advertising displyed at the mall
Shopping Behavior Text: “Mit u @ d mall”
Food Consumption They eat fastfood that’s in the mall
Income / Expenditures Earns $2,167 /yr. Spends at least $100 a week that’s $ 4,800 /yr.
Budgeting 40% teens report that they were already saving, 24% say they are now saving more 21% are not saving
3 C’s in saving: # 1 priority: Clothes # 2 priority: College # 3 priority: Car
Tale of 1,200 parents & kids... 80% of the parents view themselves as positive money role models for their kids -- 19% of the parents discussed back to school budgeting with them
Opportunity PayPal has the opportunity to create a platform that financial management does not stop between parents & children. It should also be extended to the peers and people around them.
Conclusion PayPal’s original vision has always been “change the way we pay”. But focusing only on the things consumers buy and how they buy them is no longer sufficient enough to persuade brand loyalty. PayPal has the opportunity to make a change, and that starts at an early stage. If we could provide a conversation platform, imagine what help the brand can do for our families & our future.

More Related Content

Paypal new target audience

  • 1. Tween Students PayPal Target Audience Analysis by Maggie Wang | Alan Arguelles
  • 2. Whitley Smart Loves: Confident Shopping Friendly Friends Family
  • 3. Whitley’s Schedule Part-time Full-time Baby Sitter Student Friend Daughter
  • 4. Whitley Whitley Female 12-17 yrs. old Single Caucasian
  • 5. Personal thoughts /Diary “Denim shorts & diet coke. Messy hair & music folk. Old Converse & Starbucks times. Easter Sunday & Friends of mine. Daisy chains & long summer days. Feeling happy & spiritual ways.”
  • 6. Tech / Language Text: “OMG i ovrslpt, c u in 30m” Primary means of communication to peers
  • 7. Media Consumers Magazines such as TeenVogue or Seventeen are used as point of reference for fashion tips / style
  • 8. Media Consumers Most likely to visit the website of the store they visited
  • 9. Shopping Behavior Most teenagers would go to the mall near where they live They would usually notice traditional advertising displyed at the mall
  • 10. Shopping Behavior Text: “Mit u @ d mall”
  • 11. Food Consumption They eat fastfood that’s in the mall
  • 12. Income / Expenditures Earns $2,167 /yr. Spends at least $100 a week that’s $ 4,800 /yr.
  • 13. Budgeting 40% teens report that they were already saving, 24% say they are now saving more 21% are not saving
  • 14. 3 C’s in saving: # 1 priority: Clothes # 2 priority: College # 3 priority: Car
  • 15. Tale of 1,200 parents & kids... 80% of the parents view themselves as positive money role models for their kids -- 19% of the parents discussed back to school budgeting with them
  • 16. Opportunity PayPal has the opportunity to create a platform that financial management does not stop between parents & children. It should also be extended to the peers and people around them.
  • 17. Conclusion PayPal’s original vision has always been “change the way we pay”. But focusing only on the things consumers buy and how they buy them is no longer sufficient enough to persuade brand loyalty. PayPal has the opportunity to make a change, and that starts at an early stage. If we could provide a conversation platform, imagine what help the brand can do for our families & our future.