Business Glossary

population statistics with regard to socioeconomic factors such as age, income, sex, occupation, education, family size, and the like. Advertisers often define their target market in terms of demographics; thus, demographics are a very important aspect of media planning in matching the media with the market. Each demographic category is broken down (by the various research companies) according to its characteristics.

population or consumer statistics regarding socioeconomic factors such as age, income, sex, occupation, education, family size, and the like. Advertisers often define their target market in terms of demographics; thus, demographics are a very important aspect of media planning in matching the media with the market. Each demographic category is broken down (by the various research companies) according to its characteristics.

CHARACTERISTIC	BREAKDOWN
Age	Preschool; 6-11; 12-17; 18-34; 35-44; 50-64; 65 +
Income	Under $10,000; $10,000-$14,999; $15,000-$24,999; $25,000-$34,999; $35,000-$49,999; $50,000 +
Education	Grade school or less; high school; high school graduate; college; college graduate graduate school +
Family size	1-2; 3-4; 5 +
Sex	Female; male