|How does a segment differ from an audience?|
Demographics only convey part of the picture. Consumers with similar demographics can exhibit very different behaviors and lifestyles that affect their propensity to buy your product. Segments provide a three dimensional view of consumers that covers things like urbanicity, socio-economic rank and demographic dimensions. This enables you to differentiate behaviors within groups that have similar demographics. Segmentation can answer these important questions:
- Who are my targets?
- What are they like?
- Where can I find them?
- How can I reach them?
Nielsen PRIZM | Define audiences by demographics, lifestyles, shopping patterns and media preferences
Nielsen PRIZM classifies every U.S. household into one of 66 consumer segments based on the household's purchasing preferences. The 66 PRIZM segments are numbered according to socioeconomic rank and are grouped into 11 lifestage groups and 14 social groups. Social groups are based on urbanization and socioeconomic rank. Lifestage Groups are based on age, socioeconomic rank and the presence of children at home.
Nielsen ConneXions | Define audiences by communication behaviors and likelihood to adopt new technology
Nielsen ConneXions, the premier segmentation system for communications and electronics marketers, classifies every U.S. household into one of 53 consumer segments based on the video, voice and data purchasing preferences of that household. The 53 ConneXions segments fit within 10 Lifestage Groups based on the combination of technology adoption, age and family structure.
Nielsen P$YCLE | Define audiences by financial behavior and wealth
Nielsen P$YCLE, the premiere segmentation system for financial and insurance marketers, classifies every U.S. household into one of 58 consumer segments based on a household's financial behaviors and wealth. The 58 P$YCLE segments fit within 12 Lifestage Groups based on age, family structure, income and assets.