Demographics And Psychographics

Demographics

Demographics are statistical data which relates to the population and the potential groups within it. The data is based on factors including: age, race, sex, economic status, level of education, income level, employment, location and family relationships.

Within the media, demographic information is used to find and identify potential audience growth and also to spot under performance. For example, magazines such as Woman's health, Vogue and Cosmopolitan reach the female demographic however they each target different types of people. Companies are always changing their products and the way they are advertised slightly so they can meet the expectations of a particular demographic group meaning they are less likely to struggle when it comes to sales and marketing. It is used by advertisers to determine where advertisements should be placed according to the demographic profile of the audience and the advertisers are informed of the target audience by demographic profiling.

Audiences are categorised from A-E and it is based on their class, income and occupation. People in the A and B category supposedly have the most disposable income because they are the wealthiest and have the greatest influence on society. Here and all the different categories and what they consist of:

 

Psychometrics 

Psychometrics is the study of personality, values, opinions, attitudes, interests and lifestyles. It is based on the idea that the types of products an individual will purchase will reflect their characteristics and pattern of living and it is seen as a more appropriate way of defining an audience. People are spilt into different groups depending on these factors and the main ones are:

Mainstreamers: These people are not risk-takers and they seek security, tried and trusted brands and value for money. They make up 40% of the population.

Aspirers: These are often people of the younger generation and they seek status and branded items as they care about their appearance. They are stylish and often are persuaded by celebrity endorsement.

Explorers: These people are energetic risk-takers who love adventure. They seek discovery and are attracted by brands that offer new experiences and instant results.

Succeeders: These people are often A/B and already have status and control. They have strong goals and confidence and prefer serious and reliable brands.

Reformers: These people are not materialistic and are socially aware. They seek enlightenment and want freedom and space for personal growth. They have self-esteem and fulfilment, are less impressed by status and may be more likely to buy environmentally friendly/healthy brands.