Target Audience

Regular Users
Regular users are likely to be between the ages of 16 – 45, and spend up to £15 a week on the iTunes music store. They visit the iTunes music store up to 5 times a week. As they are using iTunes, they could be literate with both Mac and PC platforms. They will be very computer literate, and capable of using the iTunes music store with ease. They are using the Firefox 2 or Internet Explorer 7 browser.

Occasional users
Occasional users are likely to be between the ages of 16 – 45, and spend around £15 a month on music in the iTunes music store. They may visit the iTunes music store 3 – 4 times a month, and might not be as capable as using the store as regular users. They are likely to working on a Windows platform, on Internet Explorer 6.

New users
New users are likely to be between the ages of 16 – 55, and may be using the store after receiving iTunes store vouchers. As they are new users, they are unlikely to be familiar with the layout and may also need to set up an account to purchase through iTunes. They are more likely to be working on a Windows platform, but could also be working on a Mac platform. They are likely to be using Internet Explorer 6.