 general, anything about a customer that is descriptive, factual, or qualitative and interpretive that we can gain information about, we can utilize as a demographic characteristic upon which to base a demographic segmentation. Consumer Demographics Of course, consumer demographics receive SO much attention in the modern world that it is easy to find references to demographics that everyone is familiar with. Segmentation based on the fundamental identifiers such as age, sex, and income is, of course, classical. Almost as well worn are the references to psychographic characteristics such Chapter 11 as Yuppies (Young Urban Professionals), DINKs (Double Income No Kids), and SWM (Single Working Mother). The most interesting insights occur, however, when we combine these neutral identifiers with the extremely powerful behavioral qualifiers to get true insight into who our customers are and what they want and need. Most Common Consumer Demographic Characteristics Several studies have been done to determine what demographics are the most useful to telecommunications providers. Although studies vary, a core list always seems to include the following. Characteristics that define how technology savvy consum- er are: Internet usage in hours per week Attitudinal research into how well they accept new technology Usage of cable or satellite dish television Characteristics that are basic demographics: Income Educational level Occupation Address (zip code) Business Demographics Applying demographics to the segmentation of business customers is particularly interesting. They have to be appraised according to different criteria than individuals. When analyzing a company's demographics or psychographics you have to find metrics that: a) Provide meaningful insight into behaviors that are impor- tant to you b) Can be acquired at a reasonable cost (if at all) eXcellence in Telecommunications The Telco Churn Handbook Sources for Corporate Demographic Research Getting background information to develop demographic profiles for business c