Audience Demographics

Notes on Audience Demographics

19/09/18

→a way of categorizing advertising audiences is through demographics

→demographic audience profiling will categorize audiences according to their;

          ➤age     ➤class     ➤education     ➤gender     ➤household size / owner     ➤marital status                ➤occupation & income

→a KEY ELEMENT with audience in the advertising industry is disposable income

→they are categorized in groups from A to E

→A+B are highest earners & most disposable income

→retired people don't earn money but often have an income they use for luxury items

Social grade	Social status	Occupation
A	Upper Middle	Higher managerial, professional
B	Middle	Administrative, intermediate managerial
C1	Lower Middle	Supervisory, junior managerial
C2	Skilled Working	Skilled manual workers
D	Working	Semi & unskilled manual workers
E	Lowest Level Of Subsistence	State pensions or widows