Categorising Audiences

Defining ‘Demographics’ and Socio-economics

· Demographics: Measurable characteristics of media consumers such as age, gender, race, education and income level.

· Socio-economics: the interrelation between economics and social behaviour

ABC1 Socio-Economic Model

A – Top management, bankers, lawyers, etc.

B – Teachers, Middle managements.

C1 – Office Supervisors, junior Managers.

C2 – Skilled workers.

D – Semi-skilled Workers.

E – Unemployed

Cowboys – People who want quick, easy money.

Cynics – People who always have something to complain about.

Drifters – People who aren't sure what they want.

Drop-Outs – People who don’t want commitment in any way.

Egoists – People who want the most pleasure out of themselves.

Groupies – People who want to be accepted by those around them.

Innovators – People who wants to make their mark on the world.

Puritans – People who want to feel as if they have done their duty to society.

Rebels – People who want the world to fit into their ideas.

Traditionalists – People who don’t want to change.

Trendies – People who are desperate for admiration of their peers.

Utopians – People who want to make the world a better place.

Pros: Can be used to easily show each economic standing

Cons: Will miss out some groups. For example: Children.