For example, a datapoint like age or gender belongs under the umbrella of demographics, whereas something like values or concerns would fall under psychographics. Comic book publishers struggle to attract new generation. Doves campaign for real beauty features women with imperfect bodies modeling in advertisements for skin and hair care products the nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for similar products that use professional models. Then, youll learn more things about them, including the size of your target market, and any trends in demographics or psychographics. All about marketing events to millennials dana communications. Marketing departments use psychographic studies quite often to. Jun 02, 2017 percentage of total comic book sales for marvel comics 39. Retail brands you can get at likely buyers of dozens of consumer brands. Dec 01, 2015 western union did just that when it teamed with marvel custom solutions on a digital and print comic book starring bigname marvel characters, written and drawn by bigtime marvel talent, and distributed to the target audience at bigtime comic book shows, social media and all the channels where marvel fans enjoy their favorite stories. Comic book franchise impact on the decision to see a superhero movie by age u. Historically, the company targeted the heavy user, males 18 to 35 years old. Industry insiders presented some fascinating facts about the modern comics customer at this years icv2 conference. What is the demographic and psychographic of comic book. American comics were dominated by superhero comic book periodicals for decades.
Anyone that has studied statistics knows that the results can be presented in a number of different ways to support or attack a preconceived idea or agenda. Yet the maturing of comic book customers and the direct market that. Lets say you want to open a comic book store in dallas. What she is seeing is a young marketbut only in certain sectors. Psychographics uses demographics to determine the attitudes and tastes of a particular segment of a population.
I could make a case for certain demographics being drawn to certain genres or subgenres, but trying to apply specific demographics to a whole medium is a game of vagueness and, likely, lots of assumptions. The problem with demographics is that the categories age, race, gender make it far too easy for marketers to fall back on stereotypes. Psychographics arent just the age of your target customer, or their household income or. How to define a target audience for your marketing plans. It turns out, im part of the changing face of comic book readership. Odd, since that was a demographic they already held. For people wanting to get into comics it is expensive and you are not going to see little kids getting into it because of the price point. Psychographic details can be useful in marketing and opinion research. What began as a oneday comic book convention in 1970 has mightily. However, in comic book stores, that rises to 72% male, and an older audience.
The graph presents data on the age at which comic book readers started reading comic books as of june 20. When youre ready to add a new book to your collection, browse comic books and many other options here. I always say that good, quality marketing is driven by equal parts data insights and psychology. Psychographics are the motivations behind why your customers buy. Jul 08, 2015 in july of 2014, i looked at the facebook demographics of marvel. Comic book collectors are often lifelong enthusiasts of the comic book stories, and they usually focus on particular heroes and attempt to assemble the entire run of a title. So, whiter than the rest of america, but just as black, with fewer latino customers. Psychographics arent just the age of your target customer, or their household income or where they live.
May 01, 2015 comic book publishers struggle to attract new generation of readers the comic book industry is facing challenges to create characters that are diverse enough to appeal to a younger demographic. In july of 2014, i looked at the facebook demographics of marvel. With comic con, marketers seek out geeks as trendsetters, fans. In two days of data, my comic book blog has seen the vast majority of traffic from males between the age of 2534. Comic book publishers struggle to attract new generation of readers the comic book industry is facing challenges to create characters that are diverse enough to appeal to a younger demographic. Studies of a population based on factors such as age, race, sex, economic status, levels of education, income level, and employment, among others. How to combine demographics and psychographics with a special focus on. See more ideas about infographic, valentines day words and money magazine. Based on demographic and psychographic data, experian information.
Also, while the us demographic is currently 61% white, 18% latino. The loyalties of sports fans have been studied by psychologists, who have determined several factors that create such loyalties. A buyer persona is a profile of a typical customer based on real data. Some examples of psychographics are social class, lifestyle and personality characteristics. Apr 22, 2019 to sell, you need to understand the psychographics of your target customer. Catering to each audience, this report offers publishers and retailers indepth.
Terence irvins, graphic novel and comics buyer for kinokuniya books in new york city, also sees customers who are willing to cross over from one fandom to another. Segmenting your customers into audiences based on demographics. Yesterday was dc comics stats, and tomorrow will be indiesmall press comics. The study and classification of people according to their attitiudes, aspirations, and other psychological criteria, especially in market research.
To sell, you need to understand the psychographics of your target customer. The new 52 appealed mainly to avid fans and lapsed readers. Western union did just that when it teamed with marvel custom solutions on a digital and print comic book starring bigname marvel characters, written and drawn by bigtime marvel talent, and distributed to the target audience at bigtime comic book shows, social media and all the channels where marvel fans enjoy their favorite stories. Psychographics are one of the most important elements of a customer profile. I like the shopping experience of having comic book discovery at my fingertips, and the guided view technology used make comics so beautifully cinematic. Youll find a great selection of ebooks for your tablet, including ebooks and ecomics. When used along with demographics, psychographics allow you to delve even deeper to gain an understanding of what motivates your customers to buy. So fan demographics and paid customer demographics may never realistically be brought fully into alignment. The position of psychographic variables on target market. Psychographics are not only useful in consumer analysis, but can also prove effective in a businesstobusiness b2b context to describe the culture of a. It also seems wildly suspect that supposedly the overwhelming majority of the fans for us comic book publishers reside outside of the u. Comics almost half the attendees at this years comic con international in san diego were women, writes yael kohen in an article about the growing importance of women to the comics industry. Comic book publishers struggle to attract new generation of.
Age at which readers start reading comic books 20 statista. Is the average age of comic book readers increasing. Everything you ever need to know about psychographic marketing. The loyalties of sports fans have been studied by psychologists, who have. Drilling down further, we see that the most popular type of interests for the disney dinings demographic is travel.
The first issue of a longrunning comic book series is commonly the rarest and most desirable to collectors. The direct market, as it came to be known, allowed comic book publishers to send their products to retailers who marketed directly and, usually, only to comic book consumers. The show added a third day this year as well, and the exhibit floor has been reconfigured to accommodate the crowds more comfortably. At san diego comiccon, diversity in content and consumers is key. Conventions about 500 comics creators will be at baltimore comic con this weekend, up 200 from last year. Psychographics allow you to understand who will comprehend and derive the most value out of what you do. He cites statistics showing that young women are the fastestgrowing segment of the comics audience, talks to image comics president eric stephenson and a woman who works in a comic shop, and mentions. Other terms used to describe this group are target market and target customer. Percentage of total comic book sales for marvel comics 39. Fan loyalty is the loyalty felt and expressed by a fan towards the object of hisher fanaticism. But for the marketer, its an amazing opportunity to understand your online customer in a way you couldnt before. For the latest in consumer and industry news, top trends and market. Its difficult to attract a younger customer when our main demographic is babies. This was a survey of consumers who specifically purchased dc comicsthe new 52 comic books, either in print or digital format.
He cites statistics showing that young women are the fastestgrowing segment of the comics audience, talks to image comics president eric stephenson and a woman who works. Comics almost half the attendees at this years comiccon international in san diego were women, writes yael kohen in an article about the growing importance of women to the comics industry. The survey results are not a reflection of all comic book readers or the broader audience for graphic novels. The demographic that goes to new york comic con, mostly males 18. Viewership of marvel superhero movies by age group in the u. To ensure that moviegoers keep coming back for more. Am i really expect to believe that 90% of the people who give a damn about the defunct gold key comics and over 34 of the. The lookingglass self is modeled by elements of the pop culture, such as comic book heroes. While it is extremely important to understand who your customers are, knowing why they purchase tells the whole story.
The unstoppable rise of female comic readers books. They are often combined with demographics, such as age and gender, to gain a more detailed view of the sample. While still a sizeable gender difference, it does make comments like this recent viral post. A few months ago, dc comics teamed up with the nielsen company for a consumer research study on their relaunch, the new 52. The combined demographic and psychographic appeal of your book will come from the intersectional positioning of the story.
What a cmo can learn from a comic book not along ago i sat down with mark for a chat about the use of demographics, comic books and what a. Psychographics are just as important for marketers as. By contrast, the breakdown in comic shops is 71% white, % latino, 14% black, and 5% asian. Overall, the comics and graphic novelbuying public is 69% nonhispanic white, 12% latino, 10% african american, and 8% asian. Using demographics, psychographics, and other segmentation techniques to uncover and exploit new markets at. Since the good strategies focus on the consumer behavior as well as the feelings and satisfaction of consumers are intervening in the marketing strategies, therefore one of the most important approaches to determine the stragy is to employ psychographic traits of the customers. Once you have your psychographic and demographic information, youll want to create buyer personas customer avatars fictitious representations of people who fit a specific data set that has sets of common traits. Your target market profile dealing with psychographics might read, people who like to play tennis and tend to participate in political causes.
However, in comic book stores, that rises to 72% male, and an older. A ya comic title can entice teenagers and also adults. Also, while the us demographic is currently 61% white, 18% latino, % black, 5% asian, the entire comics market is 69% white, 12% latino, 10% africanamerican and 8% asian and the comic shop. Mar 11, 2016 to see the value of psychographics, lets look at the case of the family tech market and what exactly gets missed when we assess that market through demographics alone the subject of my.
With san diego comiccon kicking off this week, were returning to see how things stand. By looking further into our customer insights under the interests category, we see that our disney dining demographic also. Crew is a retailer known for its preppy fashions, including jeans, khakis, and other basic but pricey items sold to young professionals through its catalogs, websites, and nearly 520 retail and factory stores across the us. But psychographics, which measure customers attitudes and interests rather than objective demographic criteria, can provide deep insight. Panels are often accompanied by descriptive prose and written narrative, usually, dialog contained in word balloons emblematic of the comics art form. In the panel titled the new customer connection, moderated by griepp, andrew mcintire, vice president and general manager of things from another world, presented data from surveys of customers who had recently made purchases in the chains four brickandmortar stores and its online comics shop. Demographics research are the research at characteristics of people that include age, income, education, occupation, household size, home ownership and home value, among other factors. At least now with psychographics marketers are focusing a bit more on the individual, and not just the categories we belong to. Comic book and graphic novel market 20102011 looks to make breaking into the market for comics and graphic novels far easier, while bringing indepth, exclusive analysis for those already experiencing what the industry has to offer. A comic book or comicbook, also called comic magazine or simply comic, is a publication that consists of comics art in the form of sequential juxtaposed panels that represent individual scenes. Kinokuniya is a japanese based bookstore, and the focus is on manga and other japanese properties, but they have begun to carry western graphic novels as well. Demographics, psychographics, and socialgraphicsuniting divided customer profiles by patrick surry for target marketing 2 july 2012 see more three email marketing lessons to learn from marketers by peter gracey for target marketing 22 june 2012.
New yorks comic con, a convention for comicbook and scifi fans. Marvel unveiled their setlist until 2019, whilst warner brothers announced. Although it is clearly related to demographics, psychographics is more concerned with the types of activities and interests your target customer likes. Ive been pleased as well with their nice selection of independent and kids comics. The comic book industry faces a new fight amid the coronavirus pandemic. Dc comics nielsen survey results are in, they are interesting. Most large companies already engage in persona research, in which they develop a hypothetical portrait of an ideal customer or client. Alamy and in the demographic report presented on 1 september, for the first time the gender split was in favour of women. Here are some tips to help you define your target market. Fifteen years ago comic books were simply seen as men in tights, says michael fischer, marketing director for video game publisher sega of america and a huge comic book fan.
Gail simone poses with fans at the shanghai comiccon. May 01, 2008 many people automatically associate comic books with superheroes, which are a subgenre, but thats no where near what all comics are. If demographics show you who your audience is in terms of age, gender, race, and other similar categories, psychographics digs deeper. Prior, the brand had focused mostly on young males through marketing campaigns such as the burger king king, a comicbook like figure with a permanent smile, and the subservient chicken, which did whatever fans asked of him. It looks at social class, personality characteristics, and lifestyle.
You start by selecting different audience criteria such as location, age, interests, and behaviors. At the new york comic con insider sessions powered by icv2. Yesterday was dc comics stats, and tomorrow will be indiesmall press comics for those that dont know, this data is mined from facebooks demographic data using terms that correspond to likes, groups. Here are some audience psychographics you can specify. With personas in hand, marketers and creatives can then adjust their work to better appeal to real.
Since the 1970s, these comics have been sold almost exclusively via the direct market. Oct 10, 20 i like the shopping experience of having comic book discovery at my fingertips, and the guided view technology used make comics so beautifully cinematic. Originally marketed toward children, comic book superheroes have matured. As our offline obsessions moved online, it created all these traces of our psychographic profile for digital. Viewership of marvel superhero movies by age group in the. Comics readers almost 45% women now and how publishers stack up. The comics can then focus on darker subject matter that wouldnt be appropriate for a younger demographic. Once you have your psychographic and demographic information, youll want to create buyer personascustomer avatars fictitious representations of people who fit a specific data set that has sets of common traits. Brett schenker did some fancy facebook fooling and compiled a few statistics about the people who selfidentify as comic book readers. Comics readers almost 45% women now and how publishers stack up the beat. Theres nothing wrong with being clear on your target demographics, but it wont help you sell to them. Her areas of interest include demographic and psychographic marketing. By looking further into our customer insights under the interests category, we see that our disney dining demographic also follows recreational activities and media.
Mar 16, 2008 im doing a research project for school and need some solid references of where to find what the demographic and psychographics are for comic book readers. At the new york comic con insider sessions powered by icv2, kristen mclean of npd bookscan broke out some demographic data, based on a 72,000person book buying consumer panel, about who is buying graphic novels, what they are buying, and where they are buying them. Head on over to the comic book market in bloomfield and try out reading. In a recent brand keys survey among that mostdesired of demographics men and women, 1849 years old, we asked about the animated tv series they watched most often, heres how the top10. At san diego comiccon, diversity in content and consumers.