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An Overview of International Cyber-Security Awareness Raising and Educational Initiatives (2011)
2.5. Target audience
The target audience for campaigns included in this study were also quite diverse. 30% of the campaigns targeted general consumers and did not focus on any particular category of consumer. Many campaigns targeted multiple groups (an average of 3 groups were targeted in each campaign). However, no specific group was targeted by more than 12% of the campaigns.
|
Target audience |
Total number of audiences |
% of audiences total |
% of campaigns (out of 68) |
Consumers |
48 |
30% |
71% |
Children |
19 |
12% |
28% |
Small Business |
18 |
11% |
26% |
Young people |
18 |
11% |
26% |
Parents |
14 |
9% |
21% |
Teachers |
11 |
7% |
16% |
Government Employees |
10 |
6% |
15% |
Elderly |
8 |
5% |
12% |
IT Specialists |
8 |
5% |
12% |
Non-profit Organisations |
4 |
2% |
6% |
Vulnerable group |
3 |
2% |
4% |
Total: |
161 |
Some target groups may be difficult to reach – for example small businesses and vulnerable and disadvantaged consumers. Each target group has communication/learning attributes that may require a change in style or method of delivery – a model of a single un-differentiated general audience is unlikely to shape projects that meet the needs of any group.
Different target groups may also face different risks or hazards to which they are more prone, so the content of campaigns may also have to change to meet the needs of specific groups. Education efforts need to be informed by research identifying these specific vulnerabilities, and to a considerable extent aimed at them. The option of a large range of generic offerings may not be the most effective mode to reach the more difficult less engaged groups.
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