Demographic Segmentation

demography segmentation

Demographic segmentation is the most popular market segment because of its easily available consumer data. It often correlates with consumers’ buying and consumption behavior. The most common demographic segments are income, age, gender, ethnic background, family life cycle, and income.

Demographic segmentation is a way to break down large, heterogeneous markets into smaller markets that are more likely to respond to marketing communication and products.

Demographic market segmentation is beneficial to both consumers and marketers because marketers need to concentrate only on a specific group of customers so it saves their time and money whereas consumers are not bombarded with marketing information.

Companies can use their resources and time more effectively by dividing the market into smaller segments with a common variable. Companies can gain a better understanding of their target market and use advertising personalization in order to meet their needs.

It is important to study how demographic segmentation of the population reacts to changes in products and services. This helps businesses to stay ahead of their competition and perform better.

Organizations can use demographic segmentation to create customized brand narratives that connect with targeted markets in order to market and sell their products or services. Personalized brand communication is easy to identify with and consumers will be more inclined to support organizations that reflect this.

Age Segmentation

Marketers may use many terms to describe different age groups. You can think of the following: infants, children, young children, tweens, and seniors.

For a long, many companies have targeted parents of young children and babies with disposable diapers, baby foods, and toys. Other companies are now developing products and services that target young children, even though they haven’t traditionally targeted them.

Amazon Prime Book Box, a new service that Amazon created for children, is aimed at nurturing young readers. It delivers books to the child’s home every month via a subscription.

Gender Segmentation

Women traditionally have bought more groceries, personal care, and cosmetics than men. Many companies now target male customers with these products, which are typically feminine.

Companies that have traditionally targeted men are now targeting females. Television sports network ESPN tried to reach male viewers in the past. It now offers the chance to advertise to its female audience.

Income Segmentation

Segmenting markets is easy with income because it influences consumers’ buying decisions and their wants. Income is a key factor in many markets, such as those for food, clothing, and automobiles. Some companies even found success targeting the financially lower class of society.

Clorox, for example, makes many of its most popular products in smaller sizes to make them more affordable for those with low incomes. These products are available at Walmart and other retailers.

Other manufacturers focus only on the upper-income segments of society. Technology, clothing, and cars are all available to the higher-income segment. These segments are more likely to be able to afford luxury than anything else.

Education Levels

Your marketing strategy and product features will be influenced by the education level of your customers. Advertising, for instance, is influenced by the education level of your target market. This determines how you communicate your message through the channels and media.

The educational level of the target audience also plays a significant role in determining the complexity and features of products. Complex features might not be appealing to consumers with low- to moderate education levels, while simple features might not attract the attention of highly educated audiences.


While it is important to be careful when asking about religious affiliations, religion can still be used for demographic segmentation. Different religions have different values and people who align with them often believe in these values. Businesses can learn about potential customers’ religious beliefs so they can target specific groups.

Family Life-Cycle Segmentation

Demographic factors like age, income, and gender are not enough to determine precisely consumer buying behavior.

People of similar age and gender often have different consumption patterns due to their differences in the stages of their family life cycle. The family life cycle is a series based on age, marital status, and the presence/absence of children.

Segmentation can be influenced by family makeup. This is because as a family’s dynamics change, so do its needs and wants. It can have a profound impact on your sales process and your purchasing habits.

Individuals tend to prioritize themselves while married couples would likely prioritize their spouse and their homes. Couples who have more children may have different needs than those with fewer children. Larger families may be more inclined to purchase low-cost household products than a couple who has the same income but no children.

Religion and Ethnicity

Global advertising has seen a significant increase in global business, which has led to an increase in the number of segments based on race, religion, ethnicity, and nationality. These individuals have diverse cultures and may have different interests, preferences, or beliefs. This could affect both their marketing response and their purchasing habits.

Take Coca-Cola or Pepsi. Both companies advertise worldwide, but they also localize their campaigns to each country. These messages are based on local customs and religions.

Benefit of Demographic Segmentation

Easy Available Data

Interviews or free online surveys such as SurveyMonkey or Google Analytics can help you collect demographic data. Surveys can be easily distributed by email or via a variety of social media platforms thanks to the growing number and variety of internet and social media users.

Improved Personalization

Demographically segmented markets allow you to target different segments with different messages. You can market the same product in different ways.

For example, a car may be promoted as a family-friendly vehicle for parents while couples without children are shown its other benefits such as its suitability for long-driving holidays. Your marketing strategies should be more memorable.

Target More Effectively

You can improve your product or create new products that address the needs of your customers by knowing your target audience better. You won’t have to spend time and money researching and developing your product or service.

This will allow you to know what features to include and what content to create to keep existing customers happy and attract new customers. These benefits won’t come to you if your customers aren’t segmented first.

Optimal Use of Resources

Market to demographic segments will help you narrow down your buyer personas. Many brands find sweet spots for customers of certain income levels and ages. They then focus more resources on these customers, using feedback to create better products that are based on real customer needs. This results in higher engagement, loyalty, and ROI.

Business Plan

You must ensure that your potential customers are aware of the products and services you offer when determining how your business will generate revenue. The foundation of any business plan should include a target market analysis. Demographics can help you do this.

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