Age— Infant, toddler, preschool, tween (age 8 to 12), teen, college age, 20, 30, 40, 50, 60, 70-90.
Family size— 1 person, 2, 3, 4, 5 or more.
Family life cycle— young, single, engaged, DINKS (double income no kids), SINKS (single income no kids), married with kids (babies, toddler, elementary school age, teen, older), recently divorced, empty nester (children have moved out), same-sex couples, single parents, extended parents (grandparents raising their grandchildren), retired (either wealthy or Medicare dependent/poor). There are also Boomerang Kids (adult children have moved back home), Cougar/Silver Fox (Cougar is a 40-60 year old weathly, single, career driven woman seeking a younger man; Silver Fox is a 40-60 year old wealthy, single, career driven man seeking a younger woman).
Education— grade school or less, some high school, high school graduate, some college, college graduate, graduate degrees.
Religion— Christian, Jewish, agnostic, atheist, Muslim, Islam etc.
Race— White, Black, Asian, Hispanic, Native American, mixed race, etc.
Culture/nationality—American, French, English, African, Russian, Indian etc.
Generation— (For Example USA) GI Generation, Silent, Matures, Baby Boomer, Gen X, Gen Y, Boomlets.
Lifestyle— interests, hobbies, activities, interests, opinions, values, media preferences. Everyone has two lifestyles, the one they are in now, and the one they desire to be in, which is usually better than the current one. Almost all decisions are influenced by the buyer’s current and desired lifestyle.
Social class— Lower, middle-low, middle, middle-upper, upper, upper-upper, working class, blue collar.