Wealth & savings
Urban or rural residence
Number of children
Age at first marriage
Age at first childbirth
Citizenship & immigration status
Employment by sector
AgeAge such as a theater production with a target audience of adults over 40.
Life StageMarketers are often more interested in the customer's life stage than their exact age. For example, a credit card that targets college students including anyone who is actively enrolled in a college at any age.
GenderGender such as a shampoo for men.
Sexual OrientationSexual orientation such as an advertisement designed to appeal to gay men.
EthnicityA group of people who identify with each other based on their common ancestry, language, history, society, culture or nation. For example, a Canadian bank that targets French Canadians with an advertising campaign.
ResidenceResidential status such as insurance that targets homeowners.
EducationEducation level such as a film that is likely to appeal to university educated adults over 35.
Relationship StatusRelationship status such as shoes that are marketed to single females in their 20s.
FamilyFamily status such as empty nesters who raised a family that has grown up and moved out. Empty nesters are an important demographic in areas such as travel and real estate.
DisabilitiesPeople with disabilities such as a travel service that specializes in travelers with physical disabilities.
IncomeIncome levels such as a restaurant that targets high income individuals who frequent a resort area.
WealthWealth based demographics such as families with more than $1 million in net wealth. For example, it is common for banks to be more interested in wealthy customers than high income customers.
ProfessionTargeting a profession such as an price promotion for teachers.
LifestyleLifestyle based demographics such as urban versus small town residents. For example, an advertising campaign for a truck that targets rural and small town residents.
Demographics vs Customer NeedsCustomer needs are things that a customer requires, wants or expects from a product or service. This is another common way to define a target market or target audience. For example, an advertising campaign might target customers who need camping gear without any consideration of demographics.
Demographics vs PsychographicsPsychographics is the practice of identifying groups of people based on how they think. Demographics is the practice of identifying groups of people based on information about their identity. Psychographics is often more helpful to marketers but more difficult to target. For example, a shampoo product might target customers who want to minimize their impact on the environment. This describes how customers think as opposed to their social characteristics.
SummaryThe following are the basic types of demographics.
The practice of identifying groups of people in a population by their characteristics.