Glossary

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Audience Characteristics

Audience characteristics are the building blocks for your segmentation. They include demographic, sociographic, psychographic, or behavioral criteria you can use to frame and analyze your audience.

Some examples of different characteristics include:

Demographic characteristics:

  • Age

  • Gender

  • Race

  • Health status

  • Location

  • Income

  • Marital status

Sociographic characteristics:

  • Personal needs

  • Personal attitudes

  • Personal passions

Psychographic characteristics:

  • Interests

  • Activities

  • Beliefs

  • Values

Behavioral characteristics:

  • Honesty

  • Helpfullness

  • Friendliness

Why Are Audience Characteristics Important?

Segmenting your target audience by varying characteristics can help you pinpoint the consumers most likely to buy from your company. With this information, you can adjust your brand and marketing messages to reach them emotionally through their interests, values, and beliefs.