Which characteristic is commonly used in demographic segmentation?

• A. Attitudes
• B. Values
• C. Age
• D. Lifestyles

Answer: (C)

Demographic segmentation uses objective, measurable traits of a population to group consumers. Age fits this idea well because it’s easy to measure and often aligns with different needs, life stages, and purchasing power. Marketers can tailor products, pricing, and messaging to different age groups, and age data is widely available from censuses, surveys, and signup forms. Attitudes and values describe beliefs and opinions and are psychographic traits rather than demographic; lifestyles also reflect how people live and spend time, which falls under psychographic segmentation. So age is the classic, straightforward demographic characteristic used to segment markets.