Definition of demographic

Often a client will specify a target audience when discussing the customer profile. This is a way of talking about the demographics of people in a consumer group. One of the purposes of a demographic group is to find out what specific consumer segments exist in the general population. Another is to have enough information about a typical member of a group to provide a kind of mental image of an individual within the larger group. This information enables the development of a marketing strategy and a marketing plan.

In ordinary usage, a number of variables are taken into account when discussing the demographics of a group. Commonly used variables include:

• race
• age
• entry
• disabilities
• type and number of designated products in the home
• Educational level
• housing status: own, rent, condominium
• Employment Status
• geographic location
• recreational preferences
• buying clothes

Each of these variables can be given more or less weight depending on the product or service in question. For example, a magazine publisher might consider a marketing campaign targeting a demographic that includes single Asian men between the ages of twenty-five and twenty-eight employed in the aerospace industry who live in the northwestern US. This is potentially a large segment of the population.

On the other hand, if a company has a product that is expected to attract only Serbo-Croat women between the ages of eighty-five and ninety who have a Ph.D. in Antarctic economics and live with their parents, a demographic study might indicate that the potential market it’s too small for a major marketing initiative.

let’s be picky

Each word has a specific meaning and no two words ever mean exactly the same thing. And we still believe that to be true, except when it isn’t.

The word psychographictechnically, it includes all the information in a demographic more much more A good marketing dictionary will define psychographics as a way of dividing consumers into groups based on their attitudes, beliefs, values, personality, purchase motives, lifestyle, and other attributes.

Technically, demographics it is a subset of psychographics that measures only age, income, and occupation. However, in practice, you will rarely hear the word psychographics in a meeting because most people in marketing don’t know or care that there is a difference. Demographics has become industry shorthand that encompasses all elements of psychographics.