Demographic VS Psychographic

A demographic audience profile categorises an audience from A to E according to their class, occupation and income. Categories A and B are the wealthiest and most influential members of society and are therefore assumed to have the most disposable income. Retired people used to be in category E because of their loss of income, but with the rise of early retirement, this group have moved to a higher category to reflect their disposable income.

A psychographic audience profile defines an audience by their values, attitudes and lifestyles. As the concept of class and income became a less appropriate way of defining and audience, advertisers considered different ways of categorising an audience. They came up with the categories of mainstreamers, aspirers, explorers, succeeders and reformers.

- Mainstreamers: they make up 40% of the population. They like security, tried and trusted brands and like to think they belong to a group of like minded people.
- Aspirers: this group wants status and prefer brands that show their place in society. They are happy to live on credit and will buy items like designer labels.
- Explorers: like to discover new things. They are attracted by brands that offer new experiences and instant results.
- Succeeders: these are people who already ready have nothing to prove. They prefer that are serious and reliable and believe that they deserve the best.
- Reformers: this group are defined by their self esteem and self fulfilment. They tend to be innovative and less impressed by status. They are not materialistic and are socially aware.