Demographics
Advertising
Advertising
Demographics are measurable attributes of people: age, gender, location, education, income, household — or job title and company size in B2B.
They are useful for steering and excluding: only ship to the Netherlands and Belgium, no ads to minors, or in B2B only companies above a certain size.
They rarely explain why someone buys. Use them as a filter and frame, and build the message around the visitor's task or problem.
In practice
Describing an audience as "female, 30–45, degree" and thinking you are done. Two people with identical attributes can have completely different motives.
Related terms
- TargetingTargeting is deciding who sees an ad or message: based on keyword, interest, behaviour, location, attributes or your own customer lists.
- PsychographicsPsychographics are about motivation: values, attitudes, ambitions, worries, lifestyle and buying motives.
- Target audienceYour target audience is the group of people or companies you want to reach, described by characteristics, situation and buying behaviour.