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.
Tip
Use demographics as a starting point, not the finish line: add insight into motives on top. Two people with identical attributes can have completely different reasons to buy.
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.