Demographic segmentation is the process of dividing a market into groups based on measurable characteristics such as age, gender, income, education, occupation, family size, or ethnicity.
Demographics originates from the Greek word ‘demography’ which means a ‘study of population’. The population can be divided into age, gender, income, and family lifecycle amongst other variables.
It helps marketers tailor their products, services, and messages to suit the specific needs and preferences of different customer groups, making campaigns more relevant and effective. Demographic data is widely available and commonly used as a foundation for more detailed segmentation strategies.