Demographics 1

DEMOGRAPHICS

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Demographics 2

Demographics – GOPRO

Demographics are the characteristics of a population that have been grouped by various

criteria—such as age, gender, and income—as a tool to analyze the qualities of a particular

group. The study of demographic data is vital for companies, organizations, and governments to

make choices. Firms may construct marketing tactics using this data, and governments can adopt

public policies.

The age of 18 to 35 is generally considered as a youth. Ideally, the child is a lover of

photographs, and they take pictures almost anywhere and everywhere they go. This was what

pushed the GoPro company to target people of this age. Young people are lovers of technology,

and they are riding with the new technology that is emerging each day in the market. For this

reason, young people are more likely to be interested in these cameras than older people. Young

people like traveling a lot and discovering new things and they like making memories of the

places they visit and the things they see. Therefore, they need a camera to help them do so, and

they are likely to buy one.

Two strong markets account for 80 percent of the wearable camera market share. The

core demographic is between the ages of 18 and 35. Consumers who have embraced an extreme

sports lifestyle were the primary target of previous marketing campaigns. Is beach volleyball an

extreme sports lifestyle? YES). Consumer-targeted media material included high-risk, niche-

based, and sports-oriented persons engaged in producing the content. These people fall into the

younger, single, and group-oriented categories in terms of consumer profile.

Consumers interested in using a GoPro camera while on vacation might benefit from a

SWOT analysis of the sector. As a rule of thumb, ad campaigns and integrated brand promotions
Demographics 3

should be aimed at both male and female customers between the ages of 21 and 35 who are

either unmarried, in an intimate relationship, or recently married, and have an annual income of

at least $62,000. These customers tend to be early adopters of new technologies, and they like

traveling and discovering new places. To become a "hero" on social media, these customers are

eager to spend their money and showcase their objectives, hopes, vacations, hobbies, and

dreams. Accessible decision-makers and brand loyal customers are additional characteristics of

these consumers, who choose quality above money.

Young adults, those between 18 and 35, make up a second category. This set of

customers like to go on short vacations with their friends and partners tailored to their interests

and hobbies. More social media users in this age bracket than anybody else in the 21-45 age

range. According to a recent survey, selfies, vacation images and videos, and the internet are the

primary sources of information for this group. The average internet time spent transmitting and

receiving media is 29 or more hours per week for this demographic.

GoPro is going beyond ethnicity since it is not a race-based company. Any ethnic group

can own a camera from GoPro, and it is trying to set an excellent example to other affiliations of

the globe. Everyone can buy a camera from GoPro despite their background. It had decided to

go beyond the ethnic groups and serve a whole community since everyone is equal and has

almost the same love of cameras, adventures, and fun while they are young.

GoPro started in California and has a target market of the world. GoPro's income from

international sales accounted for more than 60% of the company's total revenue in the first three

months of the year. GoPro dominated the action camera market in Europe, accounting for 44

percent of unit sales and a quarter of dollar volume. GoPro's market share climbed from 45

percent in the fourth quarter of 2017 to 52 percent in the first quarter of 2018, while its market
Demographics 4

share increased from 63 percent to 65 percent in terms of dollar volume. GoPro's first-quarter

sales in Korea and Japan increased by 46 percent and 22 percent, respectively, compared to the

same period last year.

Demographics 5

References

Kenny, D. (2018, September 12). GoPro retailing and distribution. Share and Discover

Knowledge on SlideShare. https://www.slideshare.net/AlainStewart/gopro-retailing-and-

distribution

Rodgers, A. (2018, June 21). A look at GoPro’s marketing and distribution strategy. Market

Realist. https://marketrealist.com/2018/06/a-look-at-gopros-marketing-and-distribution-

strategy/