Demographics: Measurable characteristics of media consumers such as age, gender, race, education and income level. The characteristics and statistical information that distinguish a group of people. These characteristics commonly include age, gender, ethnicity, occupation, interests and other quantifiable criteria. A business’ target demographic captures the group of people at which their products or services are aimed. By looking at these characteristics of an audience it helps us understand how to target a product, it helps to differentiate how to appeal directly to an audience.
Companies also track demographics like education, household size and occupation. Most demograpgics are defined or delineated by specific ranges. For example, the age demographic may divide into ranges such as 18 to 24; 25 to 34; 35 to 54; and 55 years and over. People within these age groups have different values, Their preferences for certain products or services may vary as well. Similarly, statisticians may divide income statistics into groups to differentiate those in the lower middle, middle statisticians may divide income statistics into groups to differentiate those in the lower middle, middle and upper class.
One of the main advantages of demographic segmentation is that the information you need is readily available for you. You can pull census data to determine who, where, and how you want to market your product.
Another advantage of demographic segmentation is customer retention and loyalty. When an organisation spends time focusing on its customers and their wants and needs, customers will typically come back for repeat business.
A - Upper Middle Class
This category includes people in higher managerial, administrative or professional job employment. These higher class people will be older (50+) have a lot of power and status in comparison to the other categories, they are also more wealthy. They commonly have families and are well educated and have a good lifestyle with a lot of cultural capital. This class group will listen to classical music and opera as it was more popular growing up in this generation and also because of how they have adapted to their lifestyle. They may even play classical music on instruments themselves.
B - Middle Class
This category includes people in intermediate managerial, administrative or professional job employment. The middle class still has a fairly hair status and have some wealth as they have good jobs and a good education. This group will listen to classical music and maybe classic rock (such as The Beatles and Elvis Presley) as this was the genre that became popular throughout this generation. They still have cultural capital and primary socialisation.
C1 - Lower Middle Class
This category includes people who are in supervisory or clerical and junior managerial, administrative or professional job employment. The lower middle class are less wealthy than the above two, however are still well educated and have a good lifestyle. This group are likely to listen to Reggae music or Pop as this group of people have more time to listen to the radio.
C2 - Skilled Working Class
This category includes skilled manual workers which are of the working class and have qualifications, such as plumbers, builders and electricians. This shows that they have an education and are earning good money but they're not as wealthy as the above categories. This group will listen to Pop music, chart music and maybe RnB - age dependant. This is because these are typically younger people and have grown up surrounded by these popular, mainstream genres.
D - Working Class
This category includes unskilled manual workers, such as factory workers. This class of people do not have qualifications and are likely to be uneducated. They are also unlikely to be wealthy enough to own a house or have a family. This group of people will listen to RnB music because it is very urban music which reflects the way that these people live.
E - Casual/Lowest Grade Workers
This category includes pensioners and others who depend on the welfare state for their income. It is also the lowest sociodemographic category. These people can be unemployed or retired and rely on money they have previously made rather than having a secure income. I believe that this group will listen to Rap music if these people are younger and have a low income. However pensioners may listen to classical music as they have more time to listen to the music from their generation.
This category includes people in higher managerial, administrative or professional job employment. These higher class people will be older (50+) have a lot of power and status in comparison to the other categories, they are also more wealthy. They commonly have families and are well educated and have a good lifestyle with a lot of cultural capital. This class group will listen to classical music and opera as it was more popular growing up in this generation and also because of how they have adapted to their lifestyle. They may even play classical music on instruments themselves.
B - Middle Class
This category includes people in intermediate managerial, administrative or professional job employment. The middle class still has a fairly hair status and have some wealth as they have good jobs and a good education. This group will listen to classical music and maybe classic rock (such as The Beatles and Elvis Presley) as this was the genre that became popular throughout this generation. They still have cultural capital and primary socialisation.
C1 - Lower Middle Class
This category includes people who are in supervisory or clerical and junior managerial, administrative or professional job employment. The lower middle class are less wealthy than the above two, however are still well educated and have a good lifestyle. This group are likely to listen to Reggae music or Pop as this group of people have more time to listen to the radio.
C2 - Skilled Working Class
This category includes skilled manual workers which are of the working class and have qualifications, such as plumbers, builders and electricians. This shows that they have an education and are earning good money but they're not as wealthy as the above categories. This group will listen to Pop music, chart music and maybe RnB - age dependant. This is because these are typically younger people and have grown up surrounded by these popular, mainstream genres.
D - Working Class
This category includes unskilled manual workers, such as factory workers. This class of people do not have qualifications and are likely to be uneducated. They are also unlikely to be wealthy enough to own a house or have a family. This group of people will listen to RnB music because it is very urban music which reflects the way that these people live.
E - Casual/Lowest Grade Workers
This category includes pensioners and others who depend on the welfare state for their income. It is also the lowest sociodemographic category. These people can be unemployed or retired and rely on money they have previously made rather than having a secure income. I believe that this group will listen to Rap music if these people are younger and have a low income. However pensioners may listen to classical music as they have more time to listen to the music from their generation.
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