If you market to consumers, who exactly are you trying to reach? It may seem to be an easy question to answer, but chances are your product or service has a "sweet spot" -- a certain type of consumer who is likely to be more receptive than another. Consumers can be categorized in any number of ways, by demographics (gender, age, marital status, location and income, for example) and psychographics (interests, opinions, lifestyles, and so on).
From a generational perspective, it's important for marketers to know how consumers segment into age groups. The most current data from the U.S. Census Bureau (July 2014) breaks it down this way:
- 12-17: 25 million (7.8%)
- 18-24: 31.5 million (9.9%)
- 25-34: 43.5 million (13.6%)
- 35-44: 40.5 million (12.7%)
- 45-54: 43.5 million (13.6%)
- 55-64: 40.1 million (12.6%)
- 65-74: 26.4 million (8.3%)
- 75+: 19.8 million (6.2%)
Here's a useful chart from Marketing Charts that offers a visual of the above data.
Take a close look at the groupings and map them against your own marketing targets.
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