Question

Audience Demographics

A variety of factors go into defining a target market. Many of the basic factors are demographic. Questions like the following are usually asked:

Gender: Is the target market composed of males, females, or both? Age: What age range does the target market fall into? (e.g. 18 – 24) Income: What is the annual salary range of the end user? (e.g. $50,000 – 74,999) Cultural/Ethnic Background: Are the end users primarily Caucasian, Asian, immigrants, citizens, etc.? Language: What languages/dialects will be required to communicate with customers?

Geographic Region: Where are customers/potential customers located? Are they in urban, suburban, or rural areas? Or for larger companies, what continental regions are customers located in (city, state, province, country)?

Other Factors: the customers’/potential customers’ personality, occupations, values, hobbies, interests, etc. all have to be gauged by the business and the marketing professional

Example: Sephora Gender: primarily female

Age: appeals to a wide range of ages, preteen to mid-40s, as they offer funky, trendy makeup and anti-aging products

Income: mid- to high-income range; significant percentage of disposable income Cultural/Ethnic Background: customers come from a variety of cultural and ethnic backgrounds

Geographic Region: North American and Western European countries, in urban areas, though customers in rural and more remote areas can purchase products online

Other Factors: Sephora’s end users are discerning. They want access to quality products, niche brands, and extensive selection. They are willing to pay a premium for this kind of access. Most of the customers in the 25+ age range will be professional women who choose to wear make up to the workplace. The high school and college-aged clients will have active social lives and be interested in standing out in a crowd (e.g. at a club, bar, etc.) 5

1. Decide who your target consumer(s) is. Write down the demographic characteristics of this person(s). Refer to this section in the textbook.

2. Learn more about your target consumer(s) by examining their psychographic characteristics. “Psychographics are kind of like demographics. Psychographic information might be your buyer's habits, hobbies, spending habits and values. Demographics explain ‘who’ your buyer is, while psychographics explain ‘why’ they buy.”

a. Create a five-question survey that enables you to find out about your target consumer’s (s’) habits, hobbies, and more without asking directly, “What are your hobbies?”, for example. Then, ask people from your target demographic to fill out your psychographic questionnaire. Try to get at least five people to respond to your survey.

b. Compile the questionnaire results and then add the psychographic characteristics to the demographic profile(s) you have already created.

Answer 1

1. My target consumer(s) are Adolescents and I want to create an app that disseminates information about sex education. The characteristics of my target audience are:

Gender - all

Age - 11 to 18 years of age

Income - anyone can join as it's free. So no specific income group established as a requirement. Income generated through ads on the platform

Cultural, geographical boundations - not required

Language - English (basic proficiency in reading, writing and speaking)

It will also have a platform to connect and chat with the people registered on the app.

2. Some psychographic characteristics of this target audience:

A. They are in the transitional phase between being a child and an adult, therefore they need proper guidance.

B. Their inherent trait of exploration and thrill seeking behaviour will equip them to know more through this platform and having to connect with people will give them a sense of acceptance.

C. There is an inherent egocentricism that becomes visible in adolescents. They can ask their questions anonymously and can get expert advise without having to feel judged.

D. They are in the phase of exploring themselves and creating an identity.

E. There are a lot of bodily changes that occur which also lead to psychological and social changes.

3. 5 question survey:

- if you had some free time, what would you prefer to do:

a. Read a book

b. Play videogames

c. Go for an outing with friends/family

d. Other. Mention _________

- which is that one activity that you do without the expectation of anything out of it?

Annswer: ___________

- Do you feel people understand your viewpoint and give importance to the same?

a. Yes. Mostly

b. Sometimes

c. No, I don't think people can understand my point of view.

Reason for your answer:____________

- What are your probable reasons of choosing and downloading an app?

Answer: ____________

- whom do you share your deepest feelings with?

Answer- _____________

3. This can then be given to 5 people in the target audience to gauge the results.