Demographic

CRM & Retention

Also: demographics · demographic targeting · demographic segmentation

What it isStatistical characteristics of a population

SegmentsAge, gender, income, location, education

LimitDemographics describe who, not why

Quick definition

Statistical characteristics used to describe and segment populations. Age, gender, income, education, location, household size and occupation are the core demographic variables. Demographics are used for audience targeting, market sizing and product positioning.

Where it shows up in the data

Demographic vs psychographic

Demographics describe who someone is (age 35, female, household income A$120K). Psychographics describe what drives them (values fitness, career-focused, risk-averse). Demographics are easier to measure; psychographics are more predictive of purchase behaviour.

Demographic targeting in paid media

Most ad platforms (Meta, Google, LinkedIn, TikTok) allow demographic targeting as a layer on top of interest or behavioural targeting. LinkedIn is strongest for professional demographics (job title, seniority, company size).

Market sizing using demographics

ABS (Australian Bureau of Statistics) provides detailed demographic data by geography. Used to estimate total addressable market, allocate regional marketing budgets and identify under-served segments.

Demographic shifts and product strategy

Australia's ageing population, growing multicultural demographics and urbanisation trends have long-term implications for product development and marketing strategy. Understanding macro-demographic shifts informs 3-5 year planning.

What it actually means

Demographics are the basic descriptors of people that can be measured and aggregated at scale — how old they are, where they live, what they earn, their gender. For marketers, demographics provide a first-pass filter for audience relevance and a framework for sizing markets. They are often the first targeting layer applied in paid media campaigns. Their limitation is that demographics describe characteristics, not motivations. Two 45-year-old men with the same income can have entirely different purchasing behaviours based on values, interests and circumstances.

Demographic data tells you who is in the room. Psychographic data tells you what they care about. You need both.

How it shows up

Demographics appear in GA4 under Reports > User > Demographics, in Meta Ads audience insights, in LinkedIn Campaign Manager, and in ABS demographic data for market planning. Always cross-reference platform demographic estimates against your own customer data — platform estimates can be significantly off for niche audiences.

The Australian context

Australia's demographic landscape is notably diverse — 29% of residents were born overseas and over 300 languages are spoken at home (ABS 2021 Census). Australian multicultural demographics are often underserved in marketing despite significant purchasing power. The 50+ demographic controls over 50% of AU household wealth but is systematically underrepresented in digital marketing creative and targeting strategies.

Where people get this wrong

Treating gender as a binary targeting variableBeyond ethical concerns, binary gender targeting misses non-binary customers and often reduces audience size unnecessarily. Test broader targeting before restricting by gender.

Using demographic averages to represent the segmentA demographic bracket (25-34) contains enormous behavioural variation. Average income or average behaviour within a bracket obscures the diversity that matters for creative and messaging decisions.

Skipping demographic research for small businessesEven micro-businesses benefit from understanding who their customers actually are (from purchase data) versus who they assumed they were. The gap between assumed and actual demographics often reveals under-served segments.

Common questions

Where can I find demographic data for the Australian market?

The ABS (Australian Bureau of Statistics) is the authoritative source for Australian population demographics, available free at abs.gov.au. For digital audience demographics, use GA4's audience reports, Meta Audience Insights and LinkedIn Demographics. Roy Morgan and Ipsos have proprietary AU consumer research panels for purchase and attitude data.

How do I use demographics for paid media targeting?

Use demographics as a filter layer on top of interest or behavioural targeting, not as the primary targeting method. Example: target people interested in home renovation AND aged 30-55 AND household income above A$80K. Overly restrictive demographic filtering reduces audience size and increases CPM. Let creative and offer do most of the targeting work.

Keep exploring

About New Rebellion

New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.

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