iMedia R093 Key Terms: 2.3 - Audience demographics, segmentation

Target audience is made up of different characteristics known as demographics which are split into segments to help clearly define who the target audience is.

• Audience segmentation
• Audience sectors
• Audience demographics

This is how accessible the product is. It might be available within a certain radius, in a city/town, a country or it may have a wider reach if it’s an online service.

• Location
• Age
• Gender
• Occupation

This can be an age range such as 18-25 or broader categories such as teenagers, adults, retired people.

• Location
• Age
• Gender
• Occupation

Some products may be aimed at one gender more than the other.

• Location
• Age
• Gender
• Occupation

The job someone does. The target audience’s job may influence the design and content of a media product.

• Location
• Age
• Gender
• Occupation

The target audience's salary may shape their consumer behaviour depending on what they can afford.

• Income
• Education
• Hobbies and interests
• Lifestyle

The population have different levels such as: degree level, A-level or GCSE and this can define the sort of language used in media products.

• Income
• Education
• Hobbies and interests
• Lifestyle

The things that people enjoy doing which may influence the design and content of a media product.

• Income
• Education
• Hobbies and interests
• Lifestyle

The way that someone chooses to live their life and the morals thay they subsribe to, which may affect the design of a product.

• Income
• Education
• Hobbies and interests
• Lifestyle