Television targets their desired audiences through the use of demographics and psychographics.
Demographic information is used in media marketing to classify an audience into age, gender, race and other categories. Demographics are broken up into groups depending on people's job or status.
There are 6 main demographic groups that an audience can be segregated into.
Group A: Well paid professionals e.g lawyers, doctors, and scientists.
Group B: Fairly well paid professionals e.g teachers and middle management.
Group C1: White collar professionals e.g junior management, bank clerks and nurses.
Group C2: Electricians, plumbers, and carpenters, blue collar professionals.
Group D: Manual workers e.g drivers, post sorters, and shop assistants.
Group E: Students, unemployed and pensioners.
The pros of using demographics are firstly that products can be tailored to suit demographics and therefore they will enjoy the product more. By utilising demographics a producer can help the consumers in the demographic to enjoy the product more, and therefore the product will be more popular. Another pro to demographics is that the groups are easy to find information from, and everyone fits into a category easily. Some cons of demographics are that despite people being in the same group, they may all have very different personalities. By grouping people this stereotypes them and makes assumptions about the audience that may not be completely correct. The biggest con of the demographic groupings is that the groups are now out of date; now days there are new jobs due to the advancement in technology.
Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics. It is based on the assumption that the types of products and brands an individual purchases will reflect that persons characteristics and patterns of living. The psychographic groups are:
Aspirers: Seek status. Materialistic, acquisitive, orientated to image and appearance, persona, and fashion. Typically younger people.
Mainstreamers: Seek security. Tend to be domestic, conformist, conventional, sentimental-favour value for money family brands. The largest group.
Succeeders: Seek control. Strong goals, confidence, work ethic and organisation. Typically higher management and professionals.
Resigned: Seek survival. Rigid and authoritarian values. Interested in past and tradition. Typically older people.
Explorers: Seek discovery. Energy individualism and experience. Values difference and adventure. Typically a younger demographic (students).
Strugglers: Seek escape. Alienated and disorganised. Few resources beyond physical skills. Buy alcohol, junk food, lottery tickets. Typically lower demographics.
Reformers: Seek enlightenment. freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste.
Demographic information is used in media marketing to classify an audience into age, gender, race and other categories. Demographics are broken up into groups depending on people's job or status.
There are 6 main demographic groups that an audience can be segregated into.
Group A: Well paid professionals e.g lawyers, doctors, and scientists.
Group B: Fairly well paid professionals e.g teachers and middle management.
Group C1: White collar professionals e.g junior management, bank clerks and nurses.
Group C2: Electricians, plumbers, and carpenters, blue collar professionals.
Group D: Manual workers e.g drivers, post sorters, and shop assistants.
Group E: Students, unemployed and pensioners.
The pros of using demographics are firstly that products can be tailored to suit demographics and therefore they will enjoy the product more. By utilising demographics a producer can help the consumers in the demographic to enjoy the product more, and therefore the product will be more popular. Another pro to demographics is that the groups are easy to find information from, and everyone fits into a category easily. Some cons of demographics are that despite people being in the same group, they may all have very different personalities. By grouping people this stereotypes them and makes assumptions about the audience that may not be completely correct. The biggest con of the demographic groupings is that the groups are now out of date; now days there are new jobs due to the advancement in technology.
Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics. It is based on the assumption that the types of products and brands an individual purchases will reflect that persons characteristics and patterns of living. The psychographic groups are:
Aspirers: Seek status. Materialistic, acquisitive, orientated to image and appearance, persona, and fashion. Typically younger people.
Mainstreamers: Seek security. Tend to be domestic, conformist, conventional, sentimental-favour value for money family brands. The largest group.
Succeeders: Seek control. Strong goals, confidence, work ethic and organisation. Typically higher management and professionals.
Resigned: Seek survival. Rigid and authoritarian values. Interested in past and tradition. Typically older people.
Explorers: Seek discovery. Energy individualism and experience. Values difference and adventure. Typically a younger demographic (students).
Strugglers: Seek escape. Alienated and disorganised. Few resources beyond physical skills. Buy alcohol, junk food, lottery tickets. Typically lower demographics.
Reformers: Seek enlightenment. freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste.
I have created a survey to find out the viewing habits of people which will help me find their demographic and psychographic:
These were my results from my survey:
My results showed me the viewing habits of different demographics, my results suggest that females watch more television than males, 15-19 year olds and people aged 40+ watch television the most, I found that people watch tv mostly for escapism, the most common amount of hours people watch tv a week for is 6-7 hours, and comedy is the most popular genre of television.
Different demographics of people consume television in different ways, for example elder people may watch tv on their actual television and watch the shows that are being played on the channels. However due to new technology such as online streaming younger generation may watch television shows through online streaming and catch up television. There are many ways to consume television now days such as:
Cable TV
Companies such as BT, Virgin, and Talktalk that charge you monthly fees for Television. You have access to normal straight foward television, but can also pay more for different channels and perks,such as sports channels. These same providers also supply internet and landline phone services. This option is more attractive to elder less 'tech savvy' people, or just an audience that is not into watching television.
Companies such as BT, Virgin, and Talktalk that charge you monthly fees for Television. You have access to normal straight foward television, but can also pay more for different channels and perks,such as sports channels. These same providers also supply internet and landline phone services. This option is more attractive to elder less 'tech savvy' people, or just an audience that is not into watching television.
Satellite TV
Satellite companies such as Sky provides paid TV services, just like cable companies. You get more channels and perk than you do on free-view tv.
Satellite companies such as Sky provides paid TV services, just like cable companies. You get more channels and perk than you do on free-view tv.
Online Cable Replacement
Services such as Hulu with live tv compete directly with cable by offering live channels online for a monthly fee.
Services such as Hulu with live tv compete directly with cable by offering live channels online for a monthly fee.
Subscription Streaming
Netflix, Now TV and Amazon prime charge a subscription fee, for unlimited viewing of all their TV content and movies, including original shows. Shows are delivered over the internet, so you can watch on a computer, smart TV, or mobile device. This is more common within a younger audience as it is more technical and suit younger peoples life styles more, as you can watch tv on the go. As younger generations are used to on demand television the need for more choice and being able to watch what you want, when you want is important. The popularity of subscription streaming is growing rapidly.
Netflix, Now TV and Amazon prime charge a subscription fee, for unlimited viewing of all their TV content and movies, including original shows. Shows are delivered over the internet, so you can watch on a computer, smart TV, or mobile device. This is more common within a younger audience as it is more technical and suit younger peoples life styles more, as you can watch tv on the go. As younger generations are used to on demand television the need for more choice and being able to watch what you want, when you want is important. The popularity of subscription streaming is growing rapidly.
Pay-per-View Services
Services such as iTunes let you rent or buy single titles such as one episode of a show, or a whole season. Amazon Video—the company’s pay-per-view service—offers this option, too. This is the equivalent of buying a box set or movie on dvd, this is popular with people from the dvd and video era as it's the same sort of thing but just more modern and easy.
Services such as iTunes let you rent or buy single titles such as one episode of a show, or a whole season. Amazon Video—the company’s pay-per-view service—offers this option, too. This is the equivalent of buying a box set or movie on dvd, this is popular with people from the dvd and video era as it's the same sort of thing but just more modern and easy.
I used BARB to look at what devices are used to consume television. Computers and laptops are the most popular device that is used to consume tv, followed closely by mobile phones. This shows that traditional media is being lost and the modern way of consuming television is taking over.
https://www.barb.co.uk/tv-landscape-reports/tracker-device-access/
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