Demographics And Psychographics

Demographics And Psychographics

Demographics and Psychographics: An explanation and examples. 

Demographics are the vital, measurable statistics of a population. It is usually the easiest to obtain, the most accessible, and most cost effective way to understand consumers. 

Examples of Demographics include: 

  • Gender 
  • Age 
  • Race / Ethnicity
  • Education Level 
  • Income Level 
  • Location of Residence / Dwelling 
  • Employment Status / Occupation 
  • Marital Status 
  • Religion 
  • Ownership (Home, Vehicle, Pets, etc.)
  • Nationality
  • Language
  • Socioeconomic Status (SES)
  • Mobility / Disabilities

Psychographics refer to variables such as values, personality attributes, motivation and lifestyle. A common way to understand Psychographics is to use the Activities, Interests, Opinions model (AIO). 

Examples of Psychographics include: 
  • Work 
  • Vacation 
  • Hobbies
  • Sports
  • Entertainment / Leisure
  • Shopping
  • Community Activities
  • Family / Friends 
  • Job 
  • Recreation 
  • Food 
  • Fashion 
  • Media 
  • Achievements 
  • Gadgets
  • Themselves 
  • Social Issues 
  • Politics & Government 
  • Business & Economics 
  • Finances 
  • Education 
  • Culture 
  • Products & Services

Psychographics and Demographics sometimes overlap, as demographics can affect psychographics. Example: People born around a certain location or country have similar culture, People born during a certain time-frame have similar needs - Baby Boomers, Generation X, Generation Y, Millennial.

Demographics locate an average consumer while Psychographics describe how they think and feel. 

Demographics determine consumers' need and ability to buy broad categories of goods, while Psychographics determine the choices they make within those categories.