Demographic and Psychographic introduction.

1. Demographics and Psychographics
 Audiences can be categorised and classified through
demographics and psychographics.
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2. Demographics
Demographics can be referred to as the
particular characteristics of a group of
consumers.

3. Demographics
These characteristics could include:
...age, income, gender and household type
...or job title, company size and industry
sector.
Their use is common in the press, PR,
publishing, advertising and television industry.

4. Social Grade Definitions
A - Upper middle class, Higher managerial, administrative
or professional
B - Middle class, Intermediate managerial, administrative
or professional
C1 - Lower middle class, Supervisory or clerical, junior
managerial, administrative or professional
C2 - Skilled working class, Skilled manual workers
D - Working class, Semi and unskilled manual workers
E - Those at lowest level of subsistence, State pensioners
or widows (no other earner), casual or lowest grade
workers

5. What sort of job would each class have?
Where would they live?
A - Upper middle class, Higher managerial, administrative
or professional
B - Middle class, Intermediate managerial, administrative
or professional
C1 - Lower middle class, Supervisory or clerical, junior
managerial, administrative or professional
C2 - Skilled working class, Skilled manual workers
D - Working class, Semi and unskilled manual workers
E - Those at lowest level of subsistence, State pensioners
or widows (no other earner), casual or lowest grade
workers

6. Psychographics
Psychographics measures things relating to
personality, values, attitudes, interests, or lifestyles.
It translates into our media consumption habits
For example:
•The TV programmes we watch
•The films we watch
•The radio stations we listen to
•The websites we browse
•The newspapers we read

7. Psychographics
Which newspapers or magazines would the
audience of the following TV programme read, and
why?
Match of the Day
University Challenge
Family Guy
Eastenders
X-Factor