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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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| 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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| Men 18-34 Prefer Internet Over TV | clipped by: fuordigital
More than two-thirds of men age 18-34 say they cannot live without the internet vs. television, but 74% would rather have sex than surf the web, according to (pdf) a study from Break Media, conducted by Hall and Partners.
The study, which was designed to determine what men (age 18-34) are doing online and how they respond to internet advertising, found that this demographic - which views itself as responsible and conformist overall - spends close to 22 hours on the internet per week, goes online for entertainment, and prefers to spend time on the internet rather than TV.
The majority of men surveyed say that they often recall online advertising after they go offline, and nearly half of respondents have purchased a product or service as a result of an online advertisement.
| | 10/16/2008 5:59:20 PM |
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| Online Marketing to Moms | clipped by: fuordigital
Mothers get efficient with the Web.
Many Internet users in the US are going online to perform common tasks with efficiency, such as researching products rather than driving around from store to store. Female Internet users with children are no exception, according to a study conducted in June and July 2008 for the Marketing to Moms Coalition by Insight to Action.
E-mail was the most popular online activity among respondents, followed by paying bills.
Not only did online moms head to the Web for product search, they also shopped for their children there—slightly more than they did for themselves.
eMarketer estimates that there will be 35.3 million US mothers online in 2008, equivalent to 18.2% of the total US Internet population. The number will reach 39.6 million in 2012, an increase of 12% from this year.
| | 10/16/2008 5:57:12 PM |
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| Online Males 18-34 Choose Web over TV | clipped by: fuordigital
Young Online Males Choose Web over TV
Nearly three-quarters of US male Internet users ages 18 to 34 surveyed were online for more than 10 hours per week during Q2 2008, according to a study conducted by Hall & Partners for Break Media.
That heavy usage is making young men devoted to the Web. Nearly seven out of 10 respondents said they could not live without the Internet, compared with 31% who said the same of television.
Advertisers targeting young men on the Web have the right idea, judging by the study. Nearly six out of 10 respondents said they recalled online ads after going offline, and 47% had purchased a product or service as a result of an online ad.
Men in college are online slightly less than the general population of men ages 18 to 34. A study of college students published in August 2008 by EDUCAUSE revealed that 35% of male college student Internet users spent 21 or more hours online per week.
| | 10/9/2008 6:24:26 PM |
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| Fewer Affluent Households in the US | clipped by: fuordigital
Fewer Affluent Households in the US
Dip in those with deep pockets
The number of households in the US with $500,000 in net worth, not including primary residences, decreased by 5% to an estimated 15.6 million in 2008, according to TNS. That is the first time in six years that the number of affluent households has fallen.
“After several years of strong gains, all three major stock market indices posted losses over the past year,” said Ellen Sills-Levy, senior vice president at TNS, in a statement. “Coupled with the impact of increasing inflation and a depreciating real estate market, even the affluent are feeling the strain.”
The affluent are of special interest to online marketers. The wealthy were among the earliest Internet adopters, and they have historically spent more time online than those with lower net worths.
| | 10/6/2008 11:10:50 AM |
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