Models of audience segmentation

The first method of separating audiences into categories is through demographics. Demographics can be defined as measurable data about a population/ group of people. The demographic scale takes factors including socioeconomic status, age and gender to place people on the scale stating how likely it is for them to use a certain thing. In regards to the strengths of this, it certainly provides a gage on target audiences through stating who would possibly be interested in what. Additionally, it provides results. However, demographic measurements equally have drawbacks that contrast this. The statistics are based on a sample group that may not be relevant in terms of a factor such as location. This is likely to lead to a lack of accuracy in results.

The next method is called the tribe/ subculture model. This takes subcultures such as punk and creates a list of categories in which an individual must fit within. The benefits of this method are the fact it does provide the reader with a certain level of information regarding subcultures furthering their understanding. As well as this, the website acknowledging all of these subcultures is credible as they are sharing the variety of life with their audience. The drawbacks of this method include the fact that someone may be offended if their subculture is given a poor or inaccurate representation and that the website is still attempting to put people into categories. People may also fit into more than one subculture as their identity is fluid and people can form their identity through taking signifiers from different subcultures.

The third type of model is titled the physiographic model. This is where there are seven categories and the creator’s state that everyone belongs to one of them. This is inaccurate due to the fact that an individual can fit into more than one of these categories as people are rather complex to classify. Additionally, the categories have very vague titles and no other information is provided. However, it does have the benefit of providing rough data.

The final category that can be used is referred to as habits and lifestyle. This is where people can type in any form of entertainment and find out what type of people like it and their basic demographics. The benefit of this is that it’s interesting to find out what similar interests the people may have and it could provide people with recommendations on other things they may like due to this. The negative side of this is that after testing the website, it seemed very inaccurate regarding its data.