AIT

Gender

• How do we define gender• Boy vs Girl

• Masculine vs Feminine

• Attraction males vs females

Age

• Categories of age devisions• Infant 0 – 3 (baby)

• Child 3 – 12 (Pre-pubescent)

• Teenager 13 – 19 (Puberty)

• Young Adult 20 – 30

• Adulthood 30 – 60

• Senior Citizen 60+

Socio-economic

• In Australia we are not really worried about “class”

• However we might identify with;• Income or salary level

• $20 - $30 dollars an hour

• $85,000 - $100,000 annual salary

• Employment level • Junior or casual

• Part or Full time employment

• Unskilled or skilled labour force

• Educational background• Secondary, certificate, diploma, tertiary, post graduate, masters or doctorate levels

• Novice, tech savvy or perhaps a power user

Interests

• Interests of a specific audience have great importance

• Just think about music and fashion, they have multiple subcategories, and these specific subcategories like specific styles of music and fashion

• Different labels are preferred by different audiences and these will influence their habits as consumers

• We can also target very specific markets i.e. Doctors or Surf-lifesaving

Cultural background

• Communication may be influenced by belief system of the audience• Culturally specific

• Religious traditions