Demographics
Demographics such as a film intended to appeal to a particular age group.Psychographics
Psychographics is the process of identifying people by how they think and behave.Firmographics
Firmographics is similar to demographics but applies to organizations such as corporations in a particular industry.Buying Stage
It is common to target customers at different levels of the purchase journey such as customers who demonstrate intent to buy a particular product.Geographic Location
Locations such as information about a festival aimed at residents of a neighborhood in Tokyo.Subculture
Subcultures are spontaneously formed groups that identify with a shared experience such as a music scene. In many cases, media and entertainment is targeted to a subculture.Super Cultures
Super cultures are large groups that share elements of culture that span multiple nations such as classical music fans or sailing enthusiasts.Customer Needs
Information that targets a set of needs such as a video channel that helps people with common do-it-yourself home improvement projects.Pain Points
Dissatisfaction with existing products and services including your own.Customer Perceptions
Customer perceptions such as customers who feel that mobile phone bills are too complex.Attitudes & Opinions
Target audiences based on how people feel about a particular topic. For example, a charity may seek communication channels that reach people who are concerned about an environmental problem.Personality
Personality traits such as a movie for people with a certain sense of humor.Lifestyle
A lifestyle is how people spend their time. For example, an audio book collection that targets people who have a long commute and would like to use the time to improve knowledge and skills.Fans
Communications aimed at fans of a media or entertainment series.Competitive Factors
Audiences based on competitive factors such as targeting dissatisfied customers of a competitor.Existing Customers
Messages targeting existing customers of a firm. For example, ads for upgrading to a premium version of a service.Entire Market
Communications, media and entertainment with a large budget may target as broad an audience as possible. For example, a beverage company with a high market share may create ads that simply convey a positive feeling that is likely to have broad appeal.Examples
The following are illustrative examples of a target audience.Bargain Hunters | Business Travelers |
College Students | Cosplayers |
Couples Planning to Marry | Creative Individuals |
Empty Nesters | Environmentally Conscious Individuals |
Expecting Parents | Families |
Fans of a Brand | Fashionistas |
Fitness Enthusiasts | Foodies and Gourmets |
Frequent Travelers | High Culture Enthusiasts |
Homeowners | Job Seekers |
Luxury Shoppers | Minimalists |
Parents of Newborns | Pet Owners |
Pop Culture Fans | Professions such as Accountants |
Remote Workers | Retirees |
Single Parents | Small Business Owners |
Socially Conscious Individuals | Sports Fans |
Students | Tech Enthusiasts |
Teenagers | Trendsetters |
Vegetarians & Vegans | Video Game Enthusiasts |
Vintage & Retro Enthusiasts | Wealthy Individuals |
Young Professionals |
Target Market vs Target Audience
A target market is an identified group of customers for a product or service. It is common for a target market and target audience to be different. For example, a target market could be everyone but advertising messages could be tailored to a particular demographic such as an advertisement for car insurance intended for people over 60.Summary
The following are the basic type of target audience.
| Overview: Target Audience | ||
Type | ||
Definition | A group identified as the focus for communications, media, entertainment, information or advertising. | |
Related Concepts | ||
