Demographics

Demographics are statistical data relating to the population and particular groups within it.

Statistical data can include:

Generational demographic age groups in US include:

Traditional - born before 1945
Baby boomers - 1946-1964
- Born between the end of World War 2 (1945) and the late 1960s
- Period during which the populations and economies of certain nations (particularly the US)
- Coined in 1974 when the advertisers recognized the spending power and very different demands of these (then) youngster
Generation X (Gen X) - 1965-1976
- Often described as cynical or disaffected (though this reputation obviously does not apply to all people born during this era)
- Has an increased understanding of technology
Generation Y - 1977-1994
- Members are often referred to as “echo boomers” because they are the children of parents born during the baby boom (the “baby boomers”).
- Have had constant access to technology (computers, cell phones) in their youth, they have required many employers to update their hiring strategy in order to incorporate updated forms of technology.
- Also called millennials, echo boomers, internet generation, iGen, net generation.
Generation Z / Millennium - 1995 and beyond
- Desire
  - Personal brand
    - Connection
    - Authority
  - 'Snackable' content

Segment Your Website Audience

Define and subdivide your site visitors into clearly identifiable groups having similar needs or wants
Use the following segmentation strategies
- Demographics
- Geographical differences
- Behavorial
- Pyscholgraphic
Create user / buyer personas
- Semi-fictional representations of real site visitors through the buyer journey