Defining Your Audience

Defining Audience Demographics Demographics Geographics Geographics Psychographics – social and psychological characteristics Psychographics – social and psychological characteristics Product Benefits Product Benefits Mass Market vs Niche Market Mass Market vs Niche Market

Demographics Age Age Baby Boom – born 46 – 64 Baby Boom – born 46 – 64 Gen X – born 65 – 76 Gen X – born 65 – 76 Gen Y- born 77 – 97 Gen Y- born 77 – 97 Gender Gender Income Income Ethnic Background Ethnic Background Caucasion – 71% in 2000, 62% in 2025 Caucasion – 71% in 2000, 62% in 2025 African-American – 12% in 2000, 13% in 2025 African-American – 12% in 2000, 13% in 2025 Hispanic – 12% in 2000, 18% in Hispanic – 12% in 2000, 18% in Native American – 1% in 2000, 1% in 2025 Native American – 1% in 2000, 1% in 2025 Asian-American – 4% in 2000, 6% in 2025 Asian-American – 4% in 2000, 6% in 2025

Geographics Local Local Regional Regional National National Global Global Often combined with ethnic, income, age Often combined with ethnic, income, age

Psychographics – social and psychological characteristics Lifestyle Lifestyle Hobbies Hobbies Interests Interests Attitudes about health, time, fun, living in general Attitudes about health, time, fun, living in general

Product Benefits Consumer Consumer Behaviors Behaviors Needs Needs Wants Wants

Mass Market vs Niche Market Mass – broad appeal Mass – broad appeal Niche – small target Niche – small target