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Marketing vocabulary · Segmentation & Targeting

Demographics

Meaning in marketing, with examples

/ˌdeməˈɡræfɪks/nounCore term

In marketing, demographics means: Facts about a group of people, such as age, gender, income, education, family status and location, used to describe customers or audiences.

In Turkish: demografik özellikler, demografi, nüfus özellikleri

How it is used

Used in research reports, media plans and ad platforms. Marketers talk about the demographics of an audience, and call one group “a demographic”, as in “the 18–24 demographic”. Demographics are often combined with psychographics.

Example sentences

  1. The demographics of our customers have changed: more than half are now over 45.

  2. The show is popular with a younger demographic than we expected.

Common collocations

  • customer demographics
  • audience demographics
  • key demographic
  • demographic data
  • psychographicsInformation about people's attitudes, values, interests, lifestyles and personality, used to understand why they buy and not just who they are.
  • market segmentationDividing a large market into smaller groups of customers who share similar needs, characteristics or behaviour, so that each group can be served in a suitable way.
  • target audienceThe specific group of people that an advertisement, message or campaign is designed to reach and influence.
  • buyer personaA realistic but imaginary profile of a typical customer, based on research, with details such as age, job, goals, habits and problems.

More terms: Segmentation & Targeting

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