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Demographic segmentation. This is typically based on age, sex or social group. Online 

demographics are often used as the basis for which sites to purchase display advertising or 

for renting email lists. Demographics can also be used to limit or focus who  pay-  per-  click 

search ads are displayed to.

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Psychographic or attitudinal segmentation. This includes attitudes to risk and value 

when buying. It is less straightforward to target on these attributes of a consumer since it 

is easier to buy media based on demographic breakdown. However, certain sites may be 

more suitable for reaching a particular psychographic audience. The psychographic char-

acteristics of the audience are still an important part of the brief, to help develop particular 

messages.

It is possible to collect attitudinal information on a site and add it to the customer 

profile. For example, Wells Fargo asks investors to select:

● 

The type of investment preferred (individual stocks or mutual funds).

● 

What type of investor best describes you (aggressive growth to more cautious).