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Demographics and Psychographics Defined
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In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for  Interests, Attitudes, and Opinions). They can be contrasted with demographic variables (such as age and gender), and behavioral variables (such as usage rate or loyalty) (wikipedia.com).
Even though you may have determined your demographic group, people within that group still have very different perceptions about the benefits or value of your product and will be motivated for different reasons. These differences are known as psychographics. To further target your efforts, you've got to determine not only who buys (or will buy) your product, but what makes them want to buy it. Include as much psychographic information as you can dig up, such as what their spending patterns are, whether they are brand conscious when it comes to your product type, what influences their buying behavior, what promotional efforts they respond to most often, etc. You also want to know how they go about buying it and what you can do to encourage them to buy more. You need this information so you can, in effect, clone your best customers. It is important to really pick apart what motivates them to buy.
The information you glean from a journey into your target audience's brain is often key to your marketing efforts, particularly the positioning of your product. It includes the audience's activities, interests, and opinions. You have to work through behavioral factors, economic factors, and even interpersonal factors to get to the root of purchasing behavior (howstuffworks.com).
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Most Recent Demographics and Psychographics Clips
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| Video Game Appeal Cuts Across Income Levels and Urban/Rural Divide | clipped by: fuordigital
Age is closely related to gaming: More than four out of five US adults ages 18 to 29 said they were video gamers, while only 23% of respondents 65 and older said the same.
Pew said men were slightly more likely than women to game, and urbanites were more likely to game than those in rural areas. Interestingly, there was no significant
difference in game playing across income groups.
In a sign that gaming is not necessarily an impediment to learning, 57% of respondents
with at least some college education played games, significantly more than high school graduates
(51%) and those who had less than a high school education (40%).
Eating dinner at home on video game night may be increasingly popular in 2009.
| | 12/11/2008 7:20:29 PM |
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| Online Video Viewer Demographics. Who's Watching Online Video? Everyone. | clipped by: fuordigital
Online Video Viewer Demographics
Who’s watching? Everyone.
The gender mix of online video viewers in the US skews toward women by 55% to 45%, according to a May 2008
Nielsen study. This was almost exactly the same split as the US home TV viewing population, but the opposite of the mobile video universe, which leaned toward males by a similar margin.
Interestingly, when comScore’s survey sample was stripped of the “light,” “medium” and “heavy” usage designations, the resulting total was a dead-even split between men and women who streamed video.
As with other examples of disparities between Nielsen and comScore figures, this one could be explained by differences in survey panels. Since comScore includes university locations and Nielsen does not, a greater incidence of males among college-age online video viewers would account for the discrepancy.
| | 12/2/2008 6:00:09 PM |
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| Demographics and Top Markets of Mobile Phone Text-Messaging Users | clipped by: fuordigital
Adults in the US who use the text-messaging feature on their cell phone are 49% more likely than the average American to be between age 18-24, 14% more likely to be Hispanic and 24% more likely to be African American, according to (pdf) a survey from Scarborough Research.
The study also found that El Paso, Texas is the top US city for text messaging, with 57% of all adult cell-phone subscribers (age 18+) there reporting they use the text-messaging feature on their cell phone, compared with 48% of adult subscribers nationally.
Other leading markets for text messaging include Salt Lake City, Dallas and Memphis, Tenn., where 55% percent of cell subscribers use text-messaging.
Fort Myers, Fla., Charleston, W.Va., and Grand Rapids, Mich. are the local markets least likely to text message. Only 36% percent of Fort Meyers and Charleston cellular subscribers text, as do 35% of those in Grand Rapids, Mich.
| | 11/24/2008 5:49:01 PM |
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| Online Video Game Ads Influenced 14% of Electronics Purchases Amongst 18-34 Year Olds | clipped by: fuordigital
Emerging Media Increasingly Inform Shoppers' Choices
Study Tracks Effect of Video-Game Ads, Product Placement, Blogs, Text Messages
Online video-game ads influenced 14% of electronics purchases among that group, while blogs influenced 11%, figures that outrank outdoor billboards and satellite radio. Text messaging is also gaining traction, influencing 9% of electronics purchases among 18- to 34-year-olds and 6% of clothing purchases.
| | 11/21/2008 2:58:51 PM |
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| 89% of all US Kids Age 6-11 Spend Time Online | clipped by: fuordigital
An overwhelming majority (89%) of all kids age 6-11 in the US spend at least some time doing online activities and - though many of their basic social activities haven’t changed much over the years - they have vastly different communication styles and preferences than older age groups, according to a study from Experian Consumer Research.
The Simmons Kids Fall 2007 Full Years Study found that because today’s kids have grown up in the age of online communication, networking, the internet, cell phones, digital music and digital cable, they have had different childhood experiences compared with other generations. This makes them more likely to react differently than their older counterparts to advertising and marketing initiatives.
The study also found that while kids may not currently spend much money, they are very likely to influence their parents’ purchasing decisions.
| | 11/14/2008 4:50:39 PM |
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