DEMOGRAPHIC FACTORS AND PSYCHOGRAPHIC PROFILES OF SELECTED MEDIA AUDIENCE IN NIGERIA

Abstract

The study examined the influence of some demographic factors on psychographic profiles of selected media audience in Nigeria. A cross-sectional survey design involving 1569 participants were purposively selected from eight Yoruba speaking states in Nigeria where Osun State Broadcasting Corporation (OSBC) radio service is effective.  Six components of psychographics (thinkers, believers, achievers, strivers, experiencers, and makers) were assessed using a 20-item questionnaire adapted from VALSTM 40 item survey.  The influence of gender on psychographic profiles shows that only makers and experiencers were significant. For marital status, only experiencers and makers were significant; for educational qualifications, strivers and experiencers were significant; and for religious affiliation, only makers was significant.  The study concludes that demographic factors should be put into consideration while considering the psychographic segmentation of Nigerian media audience. Key words: psychographics, demographics, gender, religious affiliation, educational qualification, marital status.