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===Audience Action Team Members===

Carol Minton Morris cmmorris@duraspace.org

name

name

===Who/What are the audiences for digital preservation actions?===

Might be useful to bring in consumer marketing demographics such as [http://www.experian.com/small-business/geodemographic-segmentation-mailing-lists.jsp Experian's Lifestyle Consumer Mosaic].

Another way to look at it is who makes the "preserving" decisions in a household/organization.<br />

"Household" implying "consumer-level." Could further split into "memory responsibility" vs. "technical responsibility" (could also do this in organizations). For better or worse, this split is often gender-based, with the "man" taking on the "technical responsibility" and the "woman" taking on the "memory responsibility." 

Do we target only those with "memory responsibility"? Is there a different message for those with "technical responsibility"? And if there is a gender-based split, how does that effect the way we shape the message?