Demographics

Demographics are the traits of a human population. Demographic data may consist of age, disability, race, gender, income, mobility, home ownership, location, employment status, and/or education level. The data can then be used to determine demographic trends. These trends describe the changes that may occur in certain demographic populations over a period of time. Demographics are often used in public policy, sociology, and marketing.

Marketers who utilize demographics usually consider several variables and combine them to characterize a demographic profile. A demographic profile, commonly referred to as a “demographic,” provides sufficient information about a typical member a certain group to create a visual of this hypothetical collective. As an example, a marketer may focus on members of a demographic population that are male, single, between the ages of 17-24, and college educated.

The two main objectives marketing researchers have in regard to demographics are: first, to discover which sectors or subgroups live in the population at large; and second, to generate an understandable and complete overall image of the traits that a typical member of each of these sectors possesses. As soon as the outlines of the subgroups are created, they can be used by market research companies to form marketing strategies and plans that are centered around a specific demographic. In this way, marketing companies are able to develop effective strategies for attracting specific groups of people to certain products.

Market research can approach demographics by viewing a consumer group and its behavior with respect to a certain product category or industry, for example, Hispanics and financial services, mothers and food and beverages, African Americans and leisure activities, to name a few.