1. Demographics and
Pyschographics

2. Demographics
 Demographic information is used in media marketing to classify an
audience into age, gender, race and other categories.
 In media, as in all business, demographics are used to pinpoint potential
audience growth and to spot underperformance. All forms of media are
targeted to certain audiences.
 Media companies constantly tweak their products and the way they are
advertised to hit a certain demographic group.
 Demographic information matters in all industries such as television shows,
radio stations, newspapers, magazines and websites all use this to appeal
to certain groups of people.

3. Demographics
 Demographics commonly study these factors:
 Gender
 Age
 Job and income
 Education
 Geographical Location
 Religion

4. NRS- Social Demographic Scale
Some of these classes overlap and are
not suitable for target audience. For
example in class E, pensioners are not
going to enjoy the same things as
young students.
Advantages; Simple distinct groups and
the information is easily accessible.
Disadvantages; The jobs listed are
traditional jobs meaning new jobs are
not classed. Some of the classes
overlap. Classes don’t match up. Every
Category has to like the same thing.
There isn’t a class for those people who
are unemployed but have a substantial
amount of money.

5. Psychographics
 Psychographics is the study of personality, values, attitudes, interests and
lifestyles.
 It is also the way of describing an audience by looking at the behaviour
and personality traits of its members, and brands a particular type of
person, making an assessment about their viewing interests and how they
spend their income.
 Therefore a psychographic profile tells us the dreams, hopes, desires and
aspirations of a particular demographic.

6. Psychographics
 The scale uses
categories of
personalities
and puts
people into
groups based
on social class,
lifestyle and
personality
characteristics.

7. Psychographics
 Advantages;
- More variety within groups
- Creates individual groups
 Disadvantages;
− Some people may have more than one personality so may overlap
between sections