How audiences are split into groups so products and campaigns can be targeted effectively.
Audience segmentation means splitting a large audience into smaller groups based on factors like age, gender, income, location, interests and lifestyle. This helps media products and campaigns hit the right people in the right way.
Audience segmentation is the process of dividing potential customers or users into groups that share similar characteristics. These characteristics can include demographics (age, gender, income), geographics (where they live), psychographics (values, attitudes, lifestyle) and behaviour (buying habits, loyalty, usage patterns).
Understanding segments helps producers design media products and campaigns that are more relevant, appealing and effective for specific groups rather than trying to target “everyone” at once.
These infographics summarise how audiences are divided into segments and how to use this in exam answers.
The main segmentation categories you must remember.
How producers use segments to make better design decisions.
For flash cards and mind maps, use our NotebookLM for this topic. It includes quick-fire revision prompts and visual links between key ideas.
📘 Open NotebookLM for Audience SegmentationUse these games to practise matching media products to segments, choosing platforms and sharpening your explanation skills for exam questions.
Use segmentation categories such as age, income, lifestyle and interests to match media products to the correct audience.
Practise perfect 2-mark answers for advantages, disadvantages and differences with instant feedback on structure and detail.
The flagship exam-style quiz covering every R093 question type: MCQs, short answers, binary questions, bonus rounds and timed scoring.
Match campaigns to demographic, psychographic and behavioural segments – practise exam-style audience reasoning.
Technique: Give one clear category such as age, gender, income, location or interests.
Technique: Make one clear point (e.g. more focused marketing, stronger brand loyalty) and then explain the impact on the success of the product.
Example structure: “Targeting a niche is useful because… This means that…”
Technique: Describe a specific method (e.g. tracking viewing history or interests) and then develop your answer by explaining how this helps match content to users.
Technique: Give two separate reasons (e.g. difficulty level, content suitability, PEGI rating, controls). For each, explain how it affects design decisions.
Technique: Refer to different segments (e.g. teens who play sport, young professionals, fitness enthusiasts). Explain how each segment might prefer different platforms, visuals and messages. Finish with a justified conclusion about which segments are most important.
