Duval County Supervisor of Elections Office

105 E. Monroe St. (904) 630-1414 Lily Taylor

Jacksonville, FL 32202 Public Relations Specialist

Audience Analysis

Target Public
College students who live in Jacksonville Beaches

Nickname:
Books and Beach group

Demographics:
These students live in Jacksonville Beach, Neptune Beach and Atlantic Beach. They go
University of North Florida, Florida State College of Jacksonville or Jacksonville University primarily.
According to American Factfinder, 30 percent of the Beaches’ population is enrolled in college or
graduate school. Of those aged 18 and 19 living in the area, 80 percent are enrolled in school, and of those
ages 20 through 24, 38.6 percent are enrolled in school, according to Census Reporter.
According to DemographicsNow, the population is 84 percent white, 9 percent black and 6 percent are of
a Hispanic ethnicity at the beaches. Males make up 53 percent of the beaches’ population, so females
make up 47 percent. Six percent of the population is between the ages 15 and 19 and 11 percent are
between the ages 20 and 24; this group falls in the middle of that as college students are typically between
the ages 18 and 22. Roughly 10 percent of the population makes $15,000 annually or less which includes
a majority of college students in the area.
Most of these students would be considered the Singles and Starters mosaic group under the sub-
category Colleges and Cafes, which makes up about 16 percent of the beaches’ population according to
DemographicsNow. This mosaic, defined by Experian, consists of people that are typically single with no
kids. They are working entry-level jobs and are working towards a degree and most often rent homes,
usually in multifamily housing.

Psychographics
According to the Experian Mosaic grouping style, this audience falls under Singles and Starters
or Colleges and Cafes. According to the information Experian provides on this grouping, these people are
typically deeply involved in digital media but are too busy to sit down and watch traditional television.
This group is known for being receptive to most kinds of digital marketing advertising and engagement.
However, Experian reports that it is difficult to get a political gauge on them because they are typically
uninvolved in politics and range in views all over the ideological scale.
According to Pew Research Center, undergraduate students lead the population in home
broadband usage at 95 percent. It also report that 86 percent of undergraduate students and 82 percent of
grad students have at least one social networking account, which is higher than the average American
adult. It is also said that 96 percent of undergraduate students and 99 percent of grad students have a
cellphone.
According to DemographicsNow, people that live in one of the three sampled beach towns
consider themselves to be creative, feel more secure when they are in control of a situation and pursue
novelty and challenge in their lives. This report also mentions that this population generally is against
smoking, prioritizes exercise in their routine and value healthy foods and a well-balanced diet over
convenient meals.

Districts
The City of Jacksonville website has a map and a list of the local and state districts for Duval County; the
following is a report from information on this website. This region is part of the 11th District for the
Duval County State House districts. It is the 4th District for the Duval County State Senate districts. It is
the 13th District of the Jacksonville City Council districts. All three of the beaches are considered to be
their own cities and have their own local voting districts. However, Neptune beach residents are also
considered to be part of either Jacksonville Beach or Atlantic Beach as well depending on which side of
Atlantic Blvd. their address lies.

Key Words
Some keywords that can be related to this audience include the following: Job security, prepare for the
future, financial security, healthy lives, health conscious, find your place, your future

Networks
According to the Pew Research Center’s page on college students and the digital world, college
students lead all adults in “modern” networking such as social media and the internet. The Mosaic group
Colleges and Cafes is reported to be receptive to most digital media including television, online displays
and videos and emails but they prefer online communication. The analysis of this group mentions that
these young adults are mainly using the internet as a means of communication instead of entertainment.

What’s Important
According to the research done for this analysis, it appears that college students living in
Jacksonville Beach, Atlantic Beach, or Neptune Beach have pretty basic needs and values. They are
looking to save money and value a good deal since they are not making a livable wage and are having to
pay for tuition and living. They are healthy and active, which makes sense living in an environment that
allows for a lot of outdoor activity. Their digital-savvy lifestyles also implies that they value being social
and having lots of communication with others; they strive to feel connected to the world around them.
Because they are in a transitional phase of life, they value new experiences and branching out from what
is ordinary. They are making new friends, looking for new jobs, often living in a new city. They are social
and fun people that have are learning to become “real adults” and are preparing for their future.