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The New Demographics
by Enrique De Argaez, webmaster

Consumers no longer fit into yesterday's molds. Here's how to get a grip on the new demographics -- and get inside your customers' heads.

Demographics are the physical characteristics of a population such as age, sex, marital status, family size, education, geographic location, occupation, income, and educational level. For decades, companies large and small have depended on these demographic categories to shape their marketing campaigns and make sense of their potential customers.

It is time to rethink this strategy. Demographics -- the quantifiable social and economic characteristics of a population -- are not as powerful as they used to be. Demographics are increasingly becoming less important.

Demographics are not as significant as they used to be because the world society has evolved and new subgroups are emerging within the traditional demographic groups. For example, mixed-races, multiethnic individuals and so forth. Today in the United States, 1 in 16 Americans under 18 is of mixed racial heritage. Several celebrities fall into these subgroups, for example golf champ Tiger Woods, Halle Berry, Derek Jeter, and many others.

Shifts are also taking place between married vs. single households, a major component of traditional demographics. In the 1950s, 80 percent of U.S. Households were married households. Today, the figure is only slightly more than 50 percent. The typical American family is no longer typical.

Yankelovich studied 170 variables ranging from spirituality to brands, and it found a much greater diversity of attitudes among single people compared to married couples. Today just knowing that someone is single these days does not tell you much about what he or she really thinks and believes.

Adding to the difficulty of categorizing consumers is their refusal to be stereotyped on the basis of race, age, education and income level. Americans living in a more accepting, multicultural society no longer fit neatly into one demographic profile that lets companies determine their lifestyles and the best way to market to them. The demographic categories that were traditionally understood are now breaking down. The boundries between categories are blurring.

In Europe the demographics are also changing. Asia is also undergoing demographic changes. So the consumers and the markets situation worldwide have to be studied, analyzed and quantified to reflect the present population and today's trends.

About the Author:
Enrique De Argaez is the webmaster of several market research websites. Since 2000 he has been collecting Internet Usage Statistics, and publishing the data for over 233 countries and regions of the world for free use by the academia, the global business community and the general public. For more information about Internet Usage, visit his other website at:

Related Demographics Articles:

The End of the Mass Market

Demographics is in Evolution

Demographics Evolution from 1940 to 2015

Guide to Internet Statistics and Demographics

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