Sociodemo

Sociodemographic (abbreviated sociodemo) refers to a group defined by a combination of sociological and demographic factors. Companies use sociodemo characteristics to segment their customers into audiences based on criteria such as age, income, gender etc. This can be especially useful for targeted marketing campaigns.

Sociodemo and behavioral characteristics can then be used to create buyer personas, which represent a company’s target audiences. A persona can aid companies in understanding who their target is and how to design marketing strategies to reach them.

List of active criteria/modalities at Weborama:

• gender

  • male ; female

• age

  • 11-14 ; 15-17 ; 18-24 ; 25-34 ; 35-49 ; 50-64 ; 65-110

• income

  • low ; mid ; high ; higher ; top (modalities being defined by thresholds: EUR: [0 ; 20 K ; 40 K ; 60 K ; 80 K], RUB: [0 ; 100 K ; 300 K ; 500 K ; 1,000 K], USD: [0 ; 25 K ; 40 K ; 75 K ; 125 K]

• children

  • with children ; without children

• families

  • couples ; families ; single parent families ; singles

• education

  • postgraduates ; professional education ; school / High school ; undergraduate

While sociodemo can help target specific audiences, there are limits to its accuracy. These characteristics do not reflect on a customer’s actual behavior and cannot fully determine what customers do or want. Nonetheless, they can help to eliminate certain audiences from a marketing campaign.