Anne Holland, founder of MarketingSherpa, recently wrote about three new demographic segments.  She states:  Classic demographics, such as, 'Men aged 18-24' just won't cut it anymore.  She's asked her research team to conduct a formal study examining the changing demographics "in the face of this seemingly endless series of economic crises."

Here's three new demographics that can be useful for segmentation.

The New Frugal haven't lost their jobs or their homes, nor do they expect to.   They aren't planning on retiring for another 10 to 20 years and expect the economy to be fine by then.   But, they are currently cutting back on credit card purchases while saving more.   The purchases they would have made without blinking a year ago are now examined closely.   This group is less attracted to "sales" and "buy-it-now"; they are most interested in "value."

The New Cash Rich include both an older and younger segment.  The older ones have pulled funds from stocks and other investments and have cash to put "somewhere safe"  like real estate.  The younger ones have extra cash for entertainment since they either haven't left home yet or moved back recently.

The New Entrepreneurs are those who have been laid off; they are putting money into the basics required to start their own business.

Here is the link to the article Three New Demographic Segments Emerging in Economic Maelstrom:  http://www.marketingsherpa.com/article.php?ident=30866&pop=no

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