Social Class Audience Demographics There a range of

Social Class & Audience Demographics • There a range of methods for characterising social class and much debate about what the right method is. Here is one:

Social Class & Audience Demographics The Demographic Classification: A – Upper middle-class: Higher managerial, administrative or professional B – Middle-class: Intermediate managerial, administrative or professional C 1 – Lower middle-class: Supervisory or clerical and junior managerial, administrative or professional C 2 – Skilled working-class: Skilled manual workers D - Working-class: Unskilled manual workers E - Lowest subsistence levels: State pensioners, widowers, casual workers, unemployed, students.

Audience Demographics: • • • This is the system that most in the commercial world use and it is the one we will use So, a demographic profile measures the population in terms of: Occupation Age Education Gender Region.

Audience Demographics: • Demographics are used to read certain traits and values such as • DE men are more likely to vote labour • C 1 C 2 women over 45 are more likely to buy romantic fiction • 25 year old single women are 4 times more likely to buy Cosmopolitan magazine than married women of the same age • All this is much more problematic now though because of the shifts in class, the crowded market-place, privatisation, major changes in the labour market, and the similarities between political parties • Why is so much geared at people your age if you are part of the E group?

Audience Demographics: • All this information is supposed to ‘explain’ consumer behaviour and minimize risk in marketing and advertising • These techniques have been used since the beginning of the 20 th century • There still remains a lot of guess work and as much failure as success • You need to use these ideas in the development of your productions.