4.2 Audience Types and Segments

Types of audiences

Your audience is the person or people you want to communicate with. By knowing more about them (their wants, needs, values, etc.), you are able to better craft your message so that they will receive it the way you intended.

Your success as a communicator partly depends on how well you can tailor your message to your audience.

Your primary audience is your intended audience, the person or people you have in mind when you decide to communicate something. However, when analyzing your audience, you must also beware of your secondary audience. These are other people you could reasonably expect to come in contact with your message. For example, you might send an email to a customer, who, in this case, is your primary audience, and copy (cc:) your boss, who would be your secondary audience. A gatekeeper audience is an audience that may prevent your message from being heard. For instance, if you are writing information for your organization’s website, it will likely need to be approved by someone higher in the organizational hierarchy than you are. That person could reject your message and your primary audience will not ever see it.

Beyond these two audiences, you also have to consider your hidden audience, which are people you may not have intended to contact your audience (or message) at all, such as a colleague who gets a forwarded copy of your email.

Social and economic characteristics can influence how someone behaves as an individual. Standard demographic variables include a person’s age, gender, family status, education, occupation, income, and ethnicity. These variables or characteristics can provide clues about how a person might respond to a message.

For example, people of different ages consume (use) media and social media differently. According to the Pew Research Center (2018), 81% of people aged 18-29 use Facebook, 64% use Instagram, and 40% use Twitter. In contrast, 65% of people aged 50-64 use Facebook, 21% use Instagram, and 19% use Twitter (Pew Research Center, 2018). If I were trying to market my product to those aged 50-64, I would likely reach a larger audience (and potentially make more sales) if I used targeted ads on Facebook rather than recruiting brand ambassadors on Instagram. Knowing the age (or ages) of your audience(s) can help inform what channels you use to send your message. It can also help you determine the best way to structure and tailor your message to meet specific audience characteristics.

Audience geographics

We all understand geographically defined political jurisdictions such as cities, provinces, and territories. You can also geographically segment audiences into rural, urban, suburban, and edge communities (the office parks that have sprung up on the outskirts of many urban communities). These geographic categories help define rifts between regions on issues such as transportation, education, taxes, housing, land use, and more. These are important geographic audience categories for politicians, marketers, and businesses. For example, local retail advertisers want to reach audiences in the reading or listening range of the local newspaper or radio station and within walking distance of their stores. Therefore, it’s important to consider the geographic characteristics of your audience when crafting business messages.

Psychographics refer to all the psychological variables that combine to form a person’s inner self. Even if two people share the same demographic or geographic characteristics, they may still hold entirely different ideas and values that define them personally and socially. These differences are explained by looking at the psychographic characteristics that define them.  Psychographic variables include:

Motives – an internal force that stimulates someone to behave in a particular manner. A person has media consumption motives and buying motives. A motive for watching television may be to escape; a motive for choosing to watch a situation comedy rather than a police drama may be the audience’s need to laugh rather than feel suspense and anxiety.

Attitudes – a learned predisposition, a feeling held toward an object, person, or idea that leads to a particular behaviour. Attitudes are enduring; they are positive or negative, affecting likes and dislikes. A strong positive attitude can make someone very loyal to a brand (one person is committed to the Mazda brand, so they will only consider Mazda models when it is time to buy a new car). A strong negative attitude can turn an audience member away from a message or product (someone disagrees with the political slant of Fox News and decides to watch MSNBC instead).

Personalities – a collection of traits that make a person distinctive. Personalities influence how people look at the world, how they perceive and interpret what is happening around them, how they respond intellectually and emotionally, and how they form opinions and attitudes.

Lifestyles – these factors form the mainstay of psychographic research. Lifestyle research studies the way people allocate time, energy and money.

References

Pew Research Center. (2018). Social media fact sheet. Retrieved from http://www.pewinternet.org/fact-sheet/social-media/.

Attributions

This chapter is an adaptation of Part 1: Foundations in the Professional Communications OER by the Olds College OER Development Team and is used under a CC-BY 4.0 International license. You can download this book for free at http://www.procomoer.org/.

This chapter is an adaptation of Chapter 4.6 “Audience segments: Geographics” in Information Strategies for Communicators by K. Hansen and N. Paul and is used under CC-BY 4.0 International license.

This chapter is an adaptation of Chapter 4.7 “Audience segments: Psychographics” in Information Strategies for Communicators by K. Hansen and N. Paul and is used under CC-BY 4.0 International license.