# Customer Definition

# Headlines

• Hitmarker is aimed at (1) companies who are hiring people for esports jobs and (2) candidates looking for esports jobs.

• 90% of the website's candidates are either from Generation Z or are Millennials, who are expected to make up 35% of the global workforce by next year. Over 86% of them are male, and the majority (54%) are based in the USA.

• The demographic who use Hitmarker are primarily concerned with branding and price. They expect technology to work flawlessy, to pay the very best prices for products and services (usually with discount codes), and are thought to dislike inauthenticity in brands.

# Who is Hitmarker aimed at?

Hitmarker is aimed at two distinct categories of customer:

Companies looking to hire people for esports jobs, specifically those who have funding and make a lot of hires.
Candidates looking for esports jobs, particularly those on the US West Coast who are aged between 18 and 34.

# What do we know about this demographic?

90% of our candidate demographic are either from Generation Z or are Millennials (i.e. people born between the early 1980s and mid-2000s) who are technologically-minded and highly engaged with social media.

They expect brands to be personable, easily reachable, and have no problem criticising or praising their customer service experiences on platforms like Facebook and Twitter.

# How many people are there in the demographic?

In 2017 the ManpowerGroup predicted that millennials would make up 35% of the global workforce by 2020, with Generation Z (people born between the mid-1990s and mid-2000s) making up 24%.

As of 2019, the world’s largest generation are Millennials, but by the end of the year Generation Z will take this mantle. Esports in general is almost exclusively the realm of Millennials or those from Generation Z.

# Is the audience predominantly male or female?

In the first half of 2019 over 86% of Hitmarker’s audience was male, with just under 14% being female.

This is reflective of the wider esports scene, although female participation is on the rise. In the last three months just over 17% of our users have been female, an increase of more than 3% on the first half of the year.

# Where are these people based?

The majority of Hitmarker’s audience (54.01%) is based in the USA, with 20.30% of visitors to the website in 2018 coming from California, 8.65% coming from Texas, and 7.56% coming from New York.

The US West Coast is both the most prominent location for esports jobs and the most prominent location of Hitmarker users.

The UK accounts for 11.03% of all Hitmarker traffic, Canada for 4.21%, Germany for 2.55%, and France for 2.35%.

# How much money do they make?

The most common annual salary expectation captured on Hitmarker is $40,000/£32,500, though naturally, most users aspire to earn this amount rather than actually earning this amount.

The majority of Hitmarker users are high school, college or university students, or people working low-paying entry/junior-level jobs, so their actual annual salary is more likely to be in the $25,000/£20,000 range.

# What are their priorities when using products and services?

Generally, those people described as being Millennials or from Generation Z are primarily concerned with branding and price.

They expect technology to work flawlessly and to pay the very best price for products and services, usually by way of discount codes or promotions.

In general they are believed to strongly dislike inauthenticity and companies who appear to try too hard to speak to them in "their" voice.