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Rather than look at a target market solely in terms of demographics, life stage analysis considers what people are doing with their lives, recognizing that it may affect media behavior and spending patterns.

Purchasing behavior may also differ by life stages, such as the family life cycle, as shown in Table 3-2. Note that the family life cycle described in the table may not accurately reflect the wider range of today’s lifestyles.

TABLE 3-2 Stage in the Family Life Cycle

Life Stage	Sample Products or Services They Buy
Single, no children (also known as Bachelor Stage)	Fashionable clothing, vehicles
Newly Married Couples, no children	Good furniture, new homes, insurance
Family Nest 1, young children	Baby food and toys, children’s items, activities, and education
Family Nest 2, older children	College, possibly travel and furniture
Empty nest, children gone	Vacations, hobbies, savings for retirement
Solitary survivor	Savings, accommodations, medical expenses

Source: Adapted from www.marketing91.com/family-life-cycle

You’re looking for a fit between the profile of your target audience and that of the social media service.

With more flexible timing for going through life passages, demographic analysis isn’t enough for many types of products and services. Women may have children later in life; many older, nontraditional students go back to college; some retirees reenter the workforce to supplement Social Security earnings. What your prospective customers do each day may influence what they buy and which media outlets they use more than their age or location.

For example, Statista found in 2019 there were nearly 3.5 billion mobile social media users worldwide. (www.statista.com/topics/2478/mobile-social-networks/#:~:text=As%20of%20July%202019%2C%20there,and%20affordability%20of%20mobile%20internet).