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The term demographics refers to selected characteristics of a population (age and income distribution and trends, mobility, educational attainment, home ownership and employment status, for instance) for purposes of marketing, marketing research, opinion research and the study of consumer behaviour. Marketers often group consumers into segments based on demographic variables. These market segments are sometimes referred to as "a demographic", that is, a marketer might speak of the single, female, middle-class, age 18 to 24 demographic.

The term demographics is often used erroneously for demography, the study of human population and its structure and change.

See also: marketing, list of marketing topics, consumer behaviour, marketing research