Reference Guide

Advertising Services Version 1.3
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 Mobile phone number – there are many millions of valid mobile
phone numbers that could be provided by a user, therefore a
phone number also does not place a person into a group.
 Email address – as with phone numbers, there are many millions
of possible email addresses that could be provided by a user, so
an email address also does not place a person into a group.
Of the above fields, however, there are some that do place people directly
into groups:
 Gender – there are only two responses for gender: female or
male. A person who selects one of these two options can therefore
be placed into the corresponding group: the female group or the
male group.
 Age group – there are typically a small number of possible
response for an age group question. Using the definition of an
age_group field covered in this manual (§3.2.2) there are only 7
valid responses. A person who selects one of the 7 responses can
therefore be placed into the corresponding group. For example,
the 0-to-19 group or the 30-to-39 group.
 Personal interests – for each of the personal interests (fashion,
reading, …, reading) only a yes or no response is valid. The user
can respond Yes, I am interested in fashion, or No, I am not
interested in fashion. Their response can place them in the
Fashion-Yes group or the Fashion-No group (and likewise for each
of the other personal interest options).
As you can see, there are some types of information that can place a person
directly into a group, and there are other types that cannot.
When a person is placed into a group (based on their responses to the fields
in a registration form), they can be said to belong to a particular
demographic. The demographics that would be possible, using the above
fields as examples, would include:
Table 28: Example Demographics Groups
Gender
Age
Personal Interests
Male
0 to 19
20 to 29
Entertainment Yes
Entertainment No
Female
30 to 39
40 to 49
Fashion Yes
Fashion No
50 to 59
60 to 69
Food Yes
Food No
70+
Homewares Yes
Homewares No
Jewelry Yes
Jewelry No
Music Yes
Music No
Reading Yes
Reading No
Sport Yes
Sport No
Technology Yes
Technology No