demographics

**DEMOGRAPHICS**
Data about the size and characteristics of a population or audience such as gender, age, income brand, personal preferences etc. The data collected often finds trends with marketers and designers can use in their work to target groups of people or audiences.

Examples:
In **magazines**, demographics would be collected to see the range of readers that often buy the magazine. Using this information marketers would be able to determine the best magazine for them to input their ads.

Demographic information for **online** users can also be collected through third party websites. These sites allow for a client or business to view the data in order to reach a specific target audience. Websites such as Comscore MediaMetrix (www.comscore.com/metrix) are devoted to online demographic analysis.



Demographic Marketers and other social scientists often group populations into categories based on demographic variables. Some frequently used demographic variables are:
 * Age
 * Sex/Gender
 * Race/Ethnicity
 * Education
 * Location of Residence
 * Socioeconomic status (SES)
 * Income
 * Employment status
 * Religion
 * Marital Status
 * Ownership (home, car, pet, etc.)
 * Language
 * Mobility

Sources:
www.idgglobalsolutions.com "Demographics." "Media Metrix." Comscore. 2008. 30 Jan. 2008 .