What are demographics?:
A set of objective characteristics that describe a group of people.
Characteristics include...:
- Age Most important
- Gender
- Class
- Ethnicity
- Sexuality
- location and sometimes...
- Education and lifestyle
The demographic we are trying to get across is the:
Age:
15-20, this is the group or age bracket that commonly listens to and associates with the music and genre of pop, also Demi Lovato is popular with this age group, even for the age group of 20 yr olds could be pushing it as well as 15 being the lowest age bracket as younger ages may listen to this music, but this is just a precautionary age bracket because people younger may not be able to understand the concepts of the lyrics.
Gender:
Mostly female as it is more of genre females often listen to as well it is a well known female artist so mostly girls would be able to understand her messages, but also they would more likely listen to female artists rather than a man or young man who would listen to a boy singing.
Class:
Mostly people who can afford a PC or mobile phone to watch the music video on Youtube because we would not target an audience that could not afford the necessary products to actually listen to or watch the music videos.
Ethnicity:
Any, a lot of white people often listen to a pop genre so they would be the dominant ethnicity we would be looking to cater to but we don't want to limit the target audience we are trying to reach, even though we are mostly targetting the caucasian population as the poop is often the prefered genre they listen to.
location:
The Americas mostly as that is the main Fan base of the singer, Demi Lovato, who is American as well but also America has a massive music market and we would be able to get heaps of views if we focused on this location. Also, we would try to focus on more economically developed countries/ regions of the world as they would be able to watch and enjoy these music videos.
What are Psychographics?:
Segmentation divides the market into groups based on Social class, Lifestyle, and personality characteristics.
An example of a lifestyle classification model, by Young & Rubican.
- The Explorer: Driven by a need for discovery and/or challenge
- The Aspirer: Materialistic/ Care more about what others think.
- The Succeeder: Self Confidence/ Strong goal orientation/ Organised
- The Reformer: Values their own individual judgment/ Anti materialistic
- The Mainstream: Largest group/ core need is security/ Live in a daily routine.
- The Struggler: Seek escape/ Live for today few plans for tomorrow
- The Resigned: Aim to survive/ Predominantly older people
Social class:
This aspect divides the population into groups based on the income generated by the Chief income earner. This factor is taken into account by the UK Office for National Statistics when they work out the “Social Grade” to determine people’s media consumption and purchasing power.
Lifestyle:
The key thing that I learned about the lifestyle segmentation model is that there’s no set way of segmenting people based on their lifestyle. There are, however, a number of factors that one can look at. For instance, activities, interests, and opinions form a key part of one’s lifestyle. Advertising agency Young & Rubicam invented the so-called 4C model which is often used as a lifestyle classification model. The full name for this model is Cross-Cultural Consumer Characterisation and it outlines 7 different personality types and related lifestyles.
These are 2 good links that look more into depth about each lifestyle classification:
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