Audience Profiling

Profile by Dan Neary

Demographics are used in media marketing to classify as audience into age, gender, race and other categories. The three main factors used are gender, age and job/income. A person's demographic category depends on their job and status, however this is based on the occupation of the head of the household. Despite this, demographics and easily accessible and easy to categorise.

 Using psychographics involves dividing the population into groups that are based on social class, lifestyle and personality characteristics. However, they are based on the assumption that purchases and interests of a person always reflects that person's characteristics and patterns of living.

Psychographics deal more with the audience's behaviour and personality rather than the jobs that they have. They provide more detail as there is more variety within the groups, allowing it to be more individual. However, some people may have more than one personality so they may overlap between sections, which can make it less accurate.