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
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