“Target Audience Demographics” What The Heck?

Updated: November 9, 2022
by TJ Salvatore

Marketers often talk about “audience demographics” or “demographic audience” so we know that targeting a particular type of people plays a significant role in marketing. But what really are they? How can we use the information to develop targeted campaigns that speak to the specific needs and interests of your audience? 

But with so many different types of demographics out there, where do you even begin? In this blog post, we’ll explore some of the most common audience demographics and what they can tell you about your target market. With this information in hand, you can develop more effective marketing campaigns that reach the right people with the right message.

Target Audience Demographics What The Heck?

What Are Target Audience Demographics?

Target audience demographics are groups of people that share common characteristics, such as age, gender, interests, or income level. Marketers use target audience demographics to identify potential customers for promoting their products.

For example, if you are selling a new line of cosmetics, your target audience demographic might be women aged 18-35 who are interested in makeup and fashion. Of course, some men use beauty products. Older women use them too. Drag queens use a lot of them. By targeting a particular demographic, you can better tailor your marketing messages to appeal to potential customers.

Why Target Audience Demographics Are Important

Identifying and understanding target audience demographics is important for any business because; 

  • It allows you to better tailor your marketing and advertising efforts to reach them.
  • It helps you to understand their needs and desires, and how best to communicate with them.
  • It helps you to segment your customer base and better understand your overall return on investment (ROI).


There are many different types of audience demographics, but one of the most important is age. Age can play a significant role in how someone perceives and consumes information. It can also affect their buying decisions.

As a marketer, it’s important to understand the different age groups that make up your target audience. Here’s a look at some of the most common:

  • 18-24: This age group is known for being impulsive and easily influenced by peer pressure. They’re also more likely to take risks.
  • 25-34: This age group is often considered to be in their “prime” when it comes to spending power and influence. They’re also more likely to start families and become brand loyalists.
  • 35-44: This age group is known for being busy and juggling many responsibilities. They tend to be more skeptical of marketing messages and are less likely to take risks.
  • 45-54: This age group is typically more settled in their lives and careers. They have more discretionary income than other age groups and are often early adopters of new products and technologies.


Gender Target Demographics

Gender can affect how people perceive and process information. For example, research has shown that women are more likely to take in information emotionally while men are more likely to take in information logically.

Gender also affects what kinds of content people are interested in. For example, stereotypically, women tend to be more interested in relationships and emotional stories while men tend to be more interested in sports and action-packed stories.

Knowing the gender of your audience can help you better target your content and ensure that you are providing the kind of information they are most interested in.


Location is also a common demographic used when targeting an audience. This is because people in different parts of the world tend to have different needs and wants. For example, a company selling thermal wear would target consumers in colder climates, whereas a company selling mosquito repellants would target consumers in warmer climates. 


In terms of income, there are a few different levels that can be looked at.

  1. The first is national income, which looks at the average income of citizens within a nation.
  2. Then there is household income, which looks at the average income of all households within a nation.
  3. Lastly, there is personal income, which looks at the income of individuals.


There are a few different types of religious demographics, and they can be broken down into a few different categories, such as; 

  • The percentage of the population that identifies as a certain religion.
  • The number of people who practice a certain religion, i.e. how many people actually follow the teachings of that religion. 
  • .The number of people who believe in a certain religion, i.e. how many people have faith in that religion.

Race and Ethnicity

There are many different types of audience demographics, but race and ethnicity are two of the most important factors to consider when targeting an audience. Here are a few things to keep in mind when considering race and ethnicity:

Race and ethnicity can be important factors in determining who is most likely to be interested in your product or service. For example, if you're marketing a new hair care product, you may want to target African American women specifically, as they are the largest group of consumers of hair care products.

However, it's important to remember that not all members of a certain race or ethnic group think or behave the same way. Just because someone is African American doesn't mean they'll be interested in your product - you still need to consider other factors like age, income, location, etc.

It's also worth noting that people's perceptions of their own race and ethnicity can change over time. For example, someone who identifies as black may later identify as biracial or multiracial. This is something to keep in mind when collecting data on race and ethnicity.

Sexual Orientation

Some say that there are four main types of sexual orientation: heterosexuality, homosexuality, bisexuality, and asexuality. But sexual orientation is not that simple, as everyone has their principle of life differently and we must respect each other.

I don't have to explain the first 3 types, and in case you don't know what the 4th one means, asexuality is when someone does not feel any sexual attraction to either sex. This type of sexual orientation is very rare and makes up a very small percentage of the population.

Political Affiliation

There are a variety of political affiliations within the audience demographics, including Republicans, Democrats, and Independents. Each of these groups has different opinions on various issues, which can be helpful in determining how to appeal to them. It is important to understand the basic beliefs of each group in order to craft an effective message.

Audience Political Affiliation


  • Are typically more conservative than Democrats or Independents
  • Support smaller government and lower taxes
  • Believe in individual responsibility and self-reliance
  • end to be pro-business


  • Are typically more liberal than Republicans or Independents
  • Support bigger government and higher taxes
  • Believe in social responsibility and government assistance
  • Tend to be pro-labor


  • Have a mix of liberal and conservative beliefs
  • May lean more towards one side or the other
  • Can have a variety of opinions on various issues


Education level is also a significant demographic factor. Highly educated individuals tend to be more interested in intellectually stimulating products or services than less educated individuals. They may also be willing to spend more money on certain items.


Different occupations often dictate different spending patterns and interests. For example, blue-collar workers may be more interested in durable goods such as tools or appliances than white-collar workers. Business professionals may be interested in products or services that help them advance their careers.


Finally, interests are an important part of the target audience demographics. When thinking about your target audience's interests, try to think about what they would be interested in seeing or reading about related to your product or service. 

For example, a company selling sports equipment would target athletes, whereas a company selling knitting supplies would target crafters. This can help you create targeted content that will resonate with them on a deeper level.

How To Identify Your Target Audience Demographic

Here are some of the typical ways to identify your target audience demographic. 

  • Look at your current customer base and see what characteristics they share.
  • Look at your competition and see who their target audience is.
  • Market research.

Once you've identified a few potential target audiences, 

  • Narrow down your focus so that you can better reach them with your marketing and advertising efforts. 
  • Find out where they are most likely to be found (online or offline), and what channels (e.g., social media, television, radio)
  • Consider what they need that your product can address.

How Can You Collect Demographic Data?

There are a few different ways that audience demographics can be measured. The most common is through surveys. Survey data can be collected in a number of ways, including online surveys, phone surveys, or in-person surveys.

Another way to collect demographic data is through social media platforms. Social media platforms like Facebook and Twitter have a wealth of information on their users. This information can be used to infer the demographics of an audience.

Finally, demographic data can also be collected through secondary sources. Secondary sources are data that have already been collected by someone else, such as census data or Nielsen ratings.

How To Use Target Audience Demographics To Your Advantage

Target Audience Demographics To Your Advantage

Target Audience Demographics To Your Advantage

1. Speak their language: 

Once you know who your target audience is, make sure that you're speaking their language. Use the terminology that they're familiar with and avoid using jargon that they won't understand.

2. Connect with them emotionally: 

People make decisions based on emotion, so it's important to connect with your target audience on an emotional level. Create content that evokes positive emotions and resonates with their values and beliefs.

3. Meet their needs: 

In order for your content to be successful, it needs to meet the needs of your target audience. Knowing who they are will help you find out what they need easier, and then create better content that provides value and solves their problems.

Pros and Cons of Target Audience Demographics

So, understanding your target audience can help you better tailor your marketing efforts to appeal to them. This can result in more sales and conversions. Additionally, targeting a specific demographic can help you focus your resources more effectively, resulting in improved ROI.

On the other hand, if your target audience is too narrowly defined, you may miss out on potential customers. Also, relying too heavily on demographics can lead to oversimplification and pigeon-holing of potential customers. As such, it’s important to strike a balance when considering target audience demographics.


There are all sorts of different audience demographics out there, each with its own unique set of needs and wants. It's important to understand who your target audience is before you create any sort of content, whether it's a blog post or a social media ad. Once you know who you're talking to, you can better tailor your message to them and increase the likelihood that they'll engage with your content.

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About the author 

TJ Salvatore

A freelancer. A nomad. An LGBTQ and animal rights activist. Love meeting new people, exploring new styles of living, new technologies and gadgets, new ways of making money.

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