Demographics & Breakdown

Taken from Occupation Groupings: A Job Dictionary, 6ed, 2006, The Market Research Society


OCCUPATION GROUPS
A
Approximately 3% of the total population.
These are professional people, very senior managers in business or commerce or top-level civil servants.
Retired people, previously grade A, and their widows.
B
Approximately 20% of the total population
Middle management executives in large organisations, with appropriate qualifications.
Principal officers in local government and civil service.
Top management or owners of small business concerns, educational and service establishments.
Retired people, previously grade B, and their widows.
C1
Approximately 28% of the total population. Junior management, owners of small establishments, and all others in non-manual
positions. Jobs in this group have very varied responsibilities and educational requirements. Retired people, previously grade C1, and their widows.
C2
Approximately 21% of the total population. All skilled manual workers, and those manual workers with responsibility for other people. Retired people, previously grade C2, with pensions from their job. Widows, if receiving pensions from their late husband's job.
D
Approximately 18% of the total population. All semi-skilled and un-skilled manual workers, apprentices and trainees to skilled workers. Retired people, previously grade D, with pensions from their job. Widows, if receiving a pension from their late husband's job.
E
Approximately 10% of the total population.
All those entirely dependent on the state long-term, through sickness, unemployment, old age or other reasons. Those unemployed for a period exceeding six months (otherwise classify on previous occupation).
Casual workers and those without a regular income. Only households without a Chief Income Earner will be coded in this group.


Using the breakdowns above, we can interpret the following data on the cinema attendance for the film '28 Days Later' to find our target audience.



gender
male 64%
female 36%

age
4-6 0%
7-11 0%
12-14 0%
15-24 49%
25-34 33%
35-44 10%
45+ 7%

class
AB 24%
C1 39%
C2 22%
DE 14%

source: CAVIAR








Judging by this data from the business section of the Pearl & Dean website, we can see that the target audience for our genre is C1 Males between the ages of 15-24. Those least likely to visit the cinema to see a film from the genre we are focusing on are DE Females who are over the age of 45.