Audience Research

 When creating a film that aims to make an impactful message, it is especially important to know your target audience and the reasons for producing a film on that particular topic.

Age range (e.g., 16–30)

Genders: All

Lifestyle indicators: 

  • Students, young adults, 
  • Highly active online
  • High daily screen-time
  • Familiar with issues such as distraction, mental health, or digital pressure

Media consumption habits: YouTube, short films, TikTok, Instagram


According to various websites, research reveals that audiences expect:

  • Expressive, stylised visuals

  • Metaphorical storytelling to represent internal emotions

  • Fast-paced but meaningful narratives

  • Minimal dialogue, replaced by strong visual cues

  • Emotional or socially aware endings

  • Symbolism (e.g., the phone as a character, exaggerated digital environments)




I also viewed various research surveys on short films online and saw that to understand the current generations and their attitudes toward animated social-issue films and digital addiction themes. Key findings included:

  • 92% watch short animated films on YouTube

  • 84% believe animation is an effective medium for portraying mental health or social issues

  • 76% prefer films under 5 minutes

  • Most respondents found visual metaphors more engaging than dialogue-heavy stories


A small focus group agreed that:

  • The topic of phone addiction feels personally relevant

  • Animation allows the message to be communicated without feeling “preachy.”

  • They respond well to relatable characters, even if stylised

  • A strong ending is essential to leave an emotional impact


Furthermore, due to the current trends of postmodernism, different viewers are likely to read the film in varying ways:

  • Preferred Reading:
    The film highlights how excessive phone and social media use can damage well-being and relationships. The audience accepts this warning and recognises themselves in the behaviour.

  • Negotiated Reading:
    The audience accepts the idea but does not feel personally affected, or they feel digital media has both positive and negative sides.

  • Oppositional Reading:
    Some may reject the message, believing that phone use is harmless or even beneficial and that the issue is exaggerated.



Audience research shows that young people often:

  • Identify with characters who experience digital pressure

  • Recognise feelings of dependency

  • Feel guilt or anxiety about excessive scrolling

  • Respond strongly to stories that mirror their own routines

The animated medium allows exaggerated environments, symbolic creatures, or distorted phone interfaces to metaphorically represent emotional states — something this audience finds engaging and visually memorable.


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