Demographics and Psychographics Beginning Research

So, the demographics of our group’s target market are:

  • female
  • older (50’s to 70’s give or take)
  • children have left the home (usually lol)
  • disposable income (money that was originally spent on the family that they can spend on themselves since the kids flew the coop)
  • lifestyle block living
  • still active in their life style
  • retired or not far from retiring

And the psychographics:

  • involved in community events – supporting the younger generation and influencing them for the better of the future
  • health and wellness oriented
  • choice is wanted anywhere possible
  • interested in giving back to the earth, from whence everything originates
  • passionate about what they believe in – they want what they believe in to become a reality, so they support businesses that are economically friendly in order to give back to the earth
  • want for the product to define who they are – when people go to their house, per say, you are automatically able to tell what type of person they are

Now for some random things to help corroborate that this person exists!

Are there standard definitions of ‘baby boomers’, ‘generation X’, and ‘generation Y’?

Baby boomers are usually regarded as those born in the years 1946–65, although the definition of the baby boom period varies between sources and between countries. The baby boom was associated with high fertility rates and high numbers of births. New Zealand’s annual total fertility rate was at least 3.5 births per woman during 1946–65, and at least 3.0 births per woman during 1945–72.

Generation X and generation Y are essentially marketing terms, common in the United States, and are less obviously tied to an observable demographic phenomenon unlike the baby boomers. Statistics NZ has no official or standard definition of generation X and generation Y.

If one subscribes to the 1946–65 baby boom working definition, then generation X could be the 15-year period after the baby boom (1966–80) and generation Y could be the 20-year period after generation X (1981–2000).

baby boomer spending US 

babyboomersaliveprojected population by age 2011-2031file:///C:/Users/Sara/Downloads/2014%20NJD%20OSS%20Workshop%20slide%20handout%20(2).pdf 

Lifestyle Blocks

Lifestyle blocks are “where the farm meets the city.” This insurance company has a section specifically for those who own lifestyle blocks. The page has insurance that covers houses, household contents, private vehicles, boats, livestock, farm contents, farm buildings, farm vehicles, liabilities, and horses. It is safe to say that the average lifestyle block owner owns at least one or more of these items.

Lifestyle Block Insurance Page

This website linked below was developed for people who live in lifestyle blocks. It’s three main categories are livestock and pets, running the farm, and rural people and issues. It covers everything from taking care of farm animals to sustainable gardening and farming! It is safe to say that people who live in lifestyle blocks conform to this type of living.

Lifestyle Block Website

Facebook Demographics in New Zealand

facebook demographics.PNG

The link below is a good source for all of the magazines that are released in New Zealand, just so we can look their readership up in future.

Magazine Readerships


Cuisine readership.PNG

NZ GardenerNZ Gardener readership.PNG

NZ House & GardenNZ House and Garden Readership

All about marketing towards a female!


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