Translation Results Requested Through Conyac Made Public

Introduction
The purpose of this style guide is to describe and document the way EVITAN communicates. This includes information about our customer base and target audiences, and how this differs for each of our four brands (PMOK, HCSAM, KART, and EVITAN in general). It also covers the general tone of voice we use, how we wish to be perceived in general, and some writing principles.
This information is for anyone writing or translating copy for EVITAN, and these general guidelines apply to all languages. 1. Audience
Based on the information we have from surveys, from personal experience with customers, and from our own experiences as musicians and DJs, we have a clear picture of our audience.
These people are generally smart, well-informed and extremely interested in new music technology. All our customers are passionate about their music – they tend to define themselves as musicians or DJs, even if they have a day job doing something else. Most users are over 30, and over 30% of our users are aged between 30 and 39.
About 75% of our users can be described as songwriters, producers or musicians, and about 25% are DJs. The three most represented single roles are DJ, Composer/Songwriter, and Producer (own music). This implies that the majority of our user base probably work alone when making music.
Version 6 2013-07-08
About 25% of our audience are professional musicians, producers or DJs. The remaining number can be subdivided into two further groups: Prosumers (highly-dedicated amateurs or semi-professionals, accounting for just over 40%) and hobbyists (making music is simply fun).
They’re active online, with nearly 70% actually purchasing online. They identify strongly with the brand, and express very positive opinions about EVITAN and our products when asked. Amazingly, about 45% of users visit the EVITAN website once a month or more.
As we grow and expand our product portfolio, we will reach out further into the consumer market. For overtly consumer-focused platforms such as iOS, these statistics will change, and we will be required to simplify communication even further.
The audience is slightly different for each brand.

1.1 Brand profiles
This information is based on answers from survey participants. KART
Most KART DJs are male, and they aren’t particularly young – almost 60% are aged between 25 and 39. Most live in the USA, with a significant number also living in Germany and the UK.
KART DJs play mainly EDM and electronic music. Over 70% of KART DJs play house, over 50% play techno. Other popular (over 20%) genres are dubstep, drum and bass, and hip hop.
Over half of KART users have been DJing for over five years.
Almost 60% of KART DJs describe themselves as advanced users.
Just over 10% of KART users are professional DJs, but more than 50% earn some money as a DJ.
Brand identity and design are key purchase factors for many KART users. Build-quality, feature range and value for money are more important, though