Audience Segmentation: Demographics and psychographic

demographics-age, gender, ethnicity, household income (social grading)

social grading- upper/middle class=ABC1's
                         working class=C2DE

Psychographics=Based on the attitudes of people..Cross cultural consumer characterisation.

• Resigned- not interested in the modern world (an old record player)
• struggler- lottery, junkie, disorganised, heavy consumer of alcohol (Budweiser)
• mainstreamer- those that like what everyone else likes (kylie cosmetics, apple, adidas) 
• aspirer- those that want to achieve and buy shiny attractive things
• succeeder- want the best things that are expensive (samsung, Tommy Hilfiger) 
• explorer- new things! experience, challenging,  
• reformer- don't want to be part of the crowd, they don't want to be a consumer