Demographics

September 6, 2012

Demographics a statistical breakdown of information about groups of people
the process of collecting this information is sometimes obvious and sometimes a little more complex
Obvious - colour, nationality, sex, age, height, weight, etc
the media uses this information to target specific groups (or sometimes the largest possible group) to better satisfy them and take their money
eg Mattel sells Barbies to young girls - the girls get what they think they want and Mattel gets money (which they know they want)
the idea behind targeting certain groups of people is not necessarily “black and white”

there are some predefined groups that are commonly targeted by the media

Let’s Think about Some

One of the most valuable demographic groups is called the Golden Demographic

18-49

What is the deal with this group?

they spend the most money - why?

buying cars, they’re starting their adult lives - LOTS of money to housing, schooling, clothes, homewares, they’re having kids and this is a giant expenditure, entertainment costs, self-reward for working hard (mostly for older people)

What ways can even this group be broken down?
do they listen to the same music?
do they watch the same movies?
do they wear the same clothes?
Not completely

How could we target 14-18 differently than 18-49?
How could we target 18-25 differently than 26-49?
Etc, for many different groups.

What problems do the different groups of people have that companies can “provide solutions for”?

Grade 9 kid - “Tony”
no money - no job - too young
insecure about who he is, how he looks - his body is “on the move”
does he fit? is he accepted by a peer group? - belonging - human nature
what about ladies? how do I get the ladies? will I be loved? - love - human nature

These problems are NOT unusual. They are common. They are known. They are stereotypes and they are a phase. We all go through these issues.

What companies do is put out information, ads, shows, songs, and all kinds of products that they suggest (or sometimes say flat out) will solve some or all of these problems.

Is there a good example?
Axe body wash - “wash your balls” ad - it is clearly a message linking their product with being sexually attractive - look at the elements in the ad -

University/College First Year Kid - “Margaret”
we end up getting a similar list - or close
Margaret has problems too and companies will step in once again
different companies, different products, same ideas
some products will literally sell Margaret a sense of freedom - you aren’t at home anymore, you are a grown woman - you are free to do what you want - and what you want to do is PROVE that you’re free!

Older Man Getting on in Years - Middle-aged and then some - “Mr. Lobb”divorce - being alone - having to start over - statistics say it’s going to happen 48% of the time
balding (greying)
gaining weight
not being as fit and fertile as before






How does all this help us?

I don’t want you to be so easily manipulated by these tricks. You need to think about how you’re being appealed to by all these companies.

2. We can use this information to make our own products, ads, videos, etc and take advantage of the marker, the audience, etc.


not being as fit and fertile as before