Demographics

Demographics represent the physical characteristics of a population, such as age, occupation, marital status, household size, geographic location, education, and ethnic background. American Demographics magazine uses the acronym RAGE to explain the more popular demographic variables examined by the Census Bureau and other organizations: race, age, gender, and education. For public relations practitioners in particular, demographic characteristics help one to better define target publics and to tailor messages and programs especially for them. For instance, although one organization may be interested in enhancing its awareness among preteens, another organization may be planning to focus on senior citizens when launching a new service.

Demographic information plays a key role in the research process. This information is usually requested when primary research is being conducted. Using both qualitative and quantitative research methods, sponsoring organizations seek to distinguish demographic characteristics for an array of variables. First, the sponsoring organization can calculate descriptive statistical analyses to examine the mean, medium, and mode in order to describe the population being researched. Further, patterns in the data can be detected.

Second, the sponsoring organization can calculate differential statistical analyses to determine whether particular characteristics serve as predictors of behavior. For instance, an organization may learn that gender significantly influences how much money a person spends on formal dress attire. Or one might determine from the results that age significantly influences the types of media its primary publics refer to when seeking information.

Valuable demographic information can also be obtained via an array of secondary resources, such as the U.S. Census Bureau and other organizations responsible for collecting ongoing demographic and market data about a given population. For example, various research and governmental entities collect data among a broad spectrum of segments, ranging from industry-specific (e.g., retail, health, education, and entertainment) to gender, income, age, and consumer lifestyle activities and trends. With access to the World Wide Web, a plethora of information is now available, free of charge, via the Internet.

However, demographics, independently, may not be the most feasible characteristics on which to focus. Much of the literature recommends [Page 252]examining demographics in tandem with various psychographic characteristics such as lifestyles, attitudes, and personal values. Together, demographic and psychographic characteristics can paint a vivid picture of a potential public. The practitioner also can learn valuable information about the present primary publics the organization is serving. For example, managers at a local convention and visitors bureau (CVB) located in Michigan may conduct survey research to learn more about vacationers who travel to this destination. From their research, they learn that most vacationers come from neighboring states because Michigan offers travelers opportunities within a drivable distance. The data further indicate that these travelers represent families with children under the age of 18 years with an average gross family income of between $40,000 and $60,000 and at least one parent having earned a bachelor's degree.

The psychographic portion of the research reveals that these travelers engage in outdoor recreational activities; they are very interpersonally oriented, they refer to the Internet when seeking information about making travel plans, and although they are not “cheap” per se, they do value “bang for their vacation buck.” This information can aid CVB managers in developing communication programs that further enhance relationships among their key traveling publics. They also can use the information to develop promotional communication campaigns to attract potential new visitors to the area.

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