Demographics Explanation

Demographics is that audiences can be categorised into groups using quantitative data (quantitative date is anything that can be plotted onto a graph) about age, gender and socio-economic group (this is their profession, class, income).

According to demographics, age can be put into 5 groups:

·         <15

·         15-24

·         24-35

·         35-55

·         55>

And then there are also male and female audiences that the media text can be split in to.

Below are the National Readership Survey’s social grades. These are used in advertising and market research and are also used by all institutions that are concerned with audience. These social grades are largely based on profession and estimated related income:

·         A- Higher managerial, administrative or professional (3%), these would be people like bank managers

·         B- Intermediate, managerial, administrative or professional (15%), these would be people who are teachers or doctors

·         C1- Supervisory or clerical, junior managerial, administrative or professional (23%), these would be people who work in offices such as secretaries

·         C2- Semi-Skilled manual workers (28%), this category would be people such as shop workers

·         D- Semi-Skilled and unskilled manual workers (18%), this is those people who are labourers, such as factory workers

·         E- Casual labourers, unemployed, state pensioners (13%), this category would consist of students, who are unemployed with not a lot of money

For music magazines, institutions would target C1’s and B’s groups because these are the groups of people that have money to buy the magazine and concert tickets for the bands that they advertise in their magazine, therefore fuelling their institution and the institutions they’re working with.