demographics

demographics dem‧o‧graph‧ics [ˌdeməˈgræfɪks] noun MARKETING

1. [plural] details of the type of people that make up a particular group, in particular their age, sex, and income. This term is used especially in marketing to talk about the groups of people who buy a particular product:

• When we look at the demographics of book buyers and project forward the changes in these groups, there is room for growth.

2. [uncountable] the study of human populations and the way in which they change, used especially in marketing when thinking about which people might buy a particular product:

• Consumer targeting has been made increasingly effective by developments in demographics and statistics.

— demographically adverb :

• The United States is changing demographically.

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demographics UK US /ˌdeməˈgræfɪks/ noun MARKETING, POLITICS

► [plural] the number and characteristics of people who live in a particular area or form a particular group, especially in relation to their age, how much money they have and what they spend it on: »

Globalisation and the changing demographics in the UK mean that most organizations need to be able to relate to different cultures.

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What are the demographics of the consumers who buy this type of product?

► [U] the study of people and society in a particular area or particular group, typically used in marketing to decide which products to sell there and how to advertise those products successfully: »

Companies use demographics to compile a 'customer profile' of their target audience.