Creative Destruction

February 19, 2008

Marketing Niches

Filed under: Blogosphere,Business,Economics — Brutus @ 11:49 pm

This report at Hitwise compares the ages and incomes of users of Yahoo! to those of Google. The differences appear to be negligible or at least subtly shaded, unless I’m reading the data wrong. However, in my circle, the perception has long been that Yahoo! was pretty well eclipsed by Google. That perception is apparently untrue, which accounts in part for Microsoft’s interest in acquiring Yahoo!, which hadn’t made sense to me before.

Best of all, though, are the labels assigned to various demographics in this graph:

graph

What does one do if more than one marketing niche might be a reasonable fit? Here they are in a list:

  • Struggling Societies
  • Urban Essence
  • Blue-Collar Backbone
  • Remote America
  • Aspiring Contemporaries
  • Rural Villages and Farms
  • Varying Lifestyles
  • American Diversity
  • Metro Fringe
  • Small-Town Contentment
  • Affluent Suburbia
  • Upscale America

What’s the difference between Varying Lifestyles and American Diversity, or Small-Town Contentment and Remote America? And don’t all of these demographics have an normal age range?

I’m used to being reduced to a number based on my consumption and spending habits. Undoubtedly, one (or more) of those demographics fits me, despite my knee-jerk disdain for such things. Without a specialization in marketing, though, I still can’t believe that such information is worthwhile to makers of products and providers of services. Maybe someone else knows better.

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1 Comment »

  1. i know it’s getting late, but i have no idea what those colorful circles represent, brutus. if my baby were to see this graphic design, she would say, “mama, 12 bolls.”

    i prefer googling to yahooing ‘cuz yahoo needs to get a clue. having said that, metinks googling is overrated. there. RU happy now? i hope i inflated your self-esteem!

    Comment by finney chapel — February 20, 2008 @ 1:18 am | Reply


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