+13236381128
+15199002991
+61480040096
Book a Demo
TRY A SAMPLE SURVEY
en_US Englishfr_FR French
en_US Englishfr_FR French
+13236381128
+15199002991
+61480040096
en_US Englishfr_FR French
Voxco logo white

Demographic Segmentation Examples

Market research 04 12
FS logo 1
Nielsen logo copy
LEGER
westat logo
idg logo
Pressganey 1
Consumer Opinion Services
See what question types are possible with a sample survey!
Try a Sample Survey

In this article, we will help you have a better understanding of the different types of demographic segmentation and how they’re used with the help of examples. 

But first, let’s quickly look at the meaning of demographic segmentation. 

01

What is Demographic Segmentation?

Demographic segmentation refers to the categorization of consumers into segments based on their demographic characteristics. This includes variables such as age, gender, income, education, religion, nationality, etc. 

Demographic segmentation gives you an understanding of which customers are most likely to make purchases. This helps you outline who your most valuable customers are, and therefore who you need to target your marketing efforts towards. 

By tailoring marketing strategies to those customers who are most likely to make purchases, you increase the effectiveness of your marketing strategies whilst lowering your spending. This means that demographic segmentation can help you increase customer loyalty, decrease spending, and increase your ROI (return on investment).

Demographic Segmentation Examples1

Market Research Toolkit

Get started with Voxco’s Market Research Toolkit.

Market Research trends guide + Online Surveys guide + Agile MArket Research Guide + 5 Market Research Templates 

Download Marketing Toolkit

02

Different Types of Demographic Segmentation with Examples

Demographic segmentation refers to the categorization of consumers into segments based on their demographic characteristics. This includes variables such as age, gender, income, education, religion, nationality etc. 

Demographic segmentation gives you an understanding of which customers are most likely to make purchases. This helps you outline who your most valuable customers are, and therefore who you need to target your marketing efforts towards. By tailoring marketing strategies to those customers who are most likely to make purchases, you increase the effectiveness of your marketing strategies whilst lowering your spendings. This means that demographic segmentation can help you increase customer loyalty, decrease spendings, and increase your ROI (return on investment).

Demographic Segmentation Examples2
[Free Webinar Recording]

Want to know how to increase your survey response rates?

Learn how to meet respondents where they are, drive survey completion while offering a seamless experience, Every Time!

Watch Webinar Now!

03

Types of Demographic Segmentation with Examples

Segmentation by Age

Age is one of the most important variables by which consumers are segmented. This is because consumers’ preferences and needs vary significantly depending on the age group they fall under. 

Age segmentation is done by generation or by life cycle stage. When it is done by generation, the different stages include millennials, generation z, and baby boomers. When it is done by the life cycle stage, the different categories include babies, teenagers, adults, and the elderly. 

Example of demographic segmentation based on age:

Companies that sell soft drinks, like Coca-cola, often target young adults between the age of 15 to 25 by depicting young men or women in their marketing campaigns. 

Segmentation by Gender

Individuals identify with different points in the gender spectrum, such as feminine and masculine. Their gender will often have a significant effect on their preferences and purchasing decisions. 

By understanding which genders your products/services appeal to, you can make sure your marketing strategies are tailored to the right audience. 

Example of demographic segmentation based on gender:

A lot of organizations that sell deodorants for men will often use marketing campaigns that depict a man using their deodorant and instantaneously becoming irresistible to the women around him.

They do so because most men get a strong sense of gratification when women are attracted to them. These campaigns want to show men that this deodorant can bring them this gratification, instantly.

B2B Market Research Trends of 2021
Get to know B2B market research trends with our detailed PDF
Click Here
3Mn Phone Calls | 96 Polls | 2 Months
Siena College uses Voxco Survey Software for NY Times Upshot Polls ​ 3M Phone Calls | 96 Polls ​
Download Case Study
Get Started with Agile Market Research
Agile methods can help transform your business, download the guide to start using agile approach for your research.
Download Now
How to use Online Surveys for your Research?
Use our in-depth online survey guide to create an actionable feedback collection survey process.
Click Here
Previous slide
Next slide

Segmentation by Income

Segmentation by income is very important as a person’s income is a strong determinant of their purchasing decisions and their perceptions of pricing. Individuals in lower-income groups will prefer buying products that are inexpensive or reasonably priced, whereas those in high-income groups may be more interested in buying high-end and luxury products.

Example of demographic segmentation based on income:

Luxury clothing brands often advertise their products in luxury lifestyle magazines that appeal to high-income earners. These brands rarely use mainstream marketing channels, such as TV advertisements, that are viewed by the masses. 

This not only reinforces the exclusivity of their brand but also allows them to reduce their spending as they are focusing only on their target market. 

Segmentation by Family

Societal family structures can play a significant role in shaping individuals’ preferences. People in larger families may prefer buying cheaper goods so that they can purchase in bulk. However, smaller families and single people may have more flexible spending patterns and may favor premium or luxury purchases. 

Example of demographic segmentation based on family:

A lot of jewelry brands target newly engaged couples and will depict serious relationships within their ad campaigns. This is because jewelry is often purchased by couples who are about to get married. 

These campaigns will try to depict loving couples that are ready to take the next step in their relationship and are looking for the right rings to commemorate their commitment.

Demographic Segmentation Examples3

Segmentation by Race and Religion

It is important for businesses to know the religious categorizations of their target market as religion can influence preferences. 

Additionally, nationality and ethnicity can also play a significant role in influencing preferences. Such segmentation is most common in the food sector, as a lot of companies in this sector sell food from specific cuisines.

Example of demographic segmentation based on race & religion:

Some restaurants that serve Asian cuisines in western countries are trying to target Asian ex-pats that live in these countries. They often appeal to this audience by marketing the authenticity of their food.

Segmentation by Education

Consumers’ level of education plays a significant role in the shaping of marketing strategies. It also determines the channels that must be adopted to reach the target market. 

Additionally, education levels affect the appeal of product features. Extremely basic product features may not appeal to a highly-educated audience, while complex product features may not appeal to consumers with low to medium levels of education.

Example of demographic segmentation based on education:

Tech companies that sell laptops have identified that a significant segment of their target market is college-going students. 

They try to attract this segment by offering promotional offers to college-going students by giving them a discount on their laptops if they can provide proof of being a student (such as university identification cards).

Demographic Segmentation Examples cvr

Read more

Survey questions to ask

February 7, 2022 No Comments

Survey questions to ask SHARE THE ARTICLE ON Table of Contents If you are running a business, you will undoubtedly have questions. What improvements to

Read More »
frostSullivan feature 400x250 1

Frost & Sullivan

July 17, 2020 No Comments

Global consultancy certifies Voxco Online “the highest market value in the industry”. The customer Frost & Sullivan is one of the fastest growing partnership firms

Read More »