2. ‘Tweens’ ‘Tween’ is an American neologism (new word) a marketing term for the preteen demographic. A blend of between and teen‘tween’ in this context is generally considered to cover the age range from eight to twelve years. Due to ‘pester-power’ (child nagging parent to make a purchase) this demographic is increasingly being targeted by big business – and many complain being forced to ‘grow up… too soon’. Little disposable income – parents foot the bill.
4. Emulators Emulators = the teenage psychographic - 13 / 21… they’re identity seekers, keen to follow new trends, open to new commodities. Impressionable they like to fit in with their peer group. They’re energetic, spontaneous – possibly a bit unsure of themselves. To emulate means to copy – advertisers exploit this group’s desire to fit in, to be ‘cool’, be ‘trendy’, their willingness to try new things, to buy the latest trainers, soft-drink, mobile phone. 15 % population Smaller disposable income but eager to spend it.
6. Emulator Achievers Emulator achievers = this psychographic (21-35 year olds) - sometimes referred to as ‘twenty-somethings’ or DINKS - are frequent consumers who like to display their wealth, success and good taste; being trendy still remains important to them. They favour hip, quality, high-end brands and aren’t ashamed to display them as status-symbols; advertisers love this group, others might see them as materialistic. 20 % population High disposable income - constantly spend it
8. Belongers Belongers = often 25+ this psychographic tend to be traditional in their taste and attitudes; may have young family. They’re not bothered with being ‘trendy’, they’re conservative, conformists, ‘nest-builders’, stay-at-homers’. Unwilling to part with disposable income on new, foreign or unnecessary products. 35% population Reasonable disposable income - less likely to spend it carelessly.
10. Social-conscious Achievers Social-conscious achievers = this demographic care about social / democratic issues. They try to only buy environmentally friendly products, organic food, fair-trade produce, etc. They tend to shun big businesses – preferring small-scale, local, independent produce. They’re against shopping for shopping's sake – like to recycle, share, reuse commodities. They’re against GM foods, chemical additives, the fast-food industry. 10% population – Good disposable income but unwilling to be seduced by expensive advertising.
12. Needs directed Needs directed = due to low income the consumers within this psychographic are concerned only with ‘basic needs’. Their focus is general survival rather than luxury consumption. They’re bargain hunters, second-hand shoppers, budget consumers; every penny counts. They can be any age - student to senior - even have a family if long term unemployed or on benefits. 15% population Frequently ignored by advertisers due to lack of income.
