Demographics refer to the statistical characteristics of a population, such as age, gender, income, education level, and geographic location. Demographics are often used in marketing and advertising to identify and target specific groups of consumers. For example, a company might use demographics to determine which age groups are most likely to be interested in its products, or to identify which geographic regions have the highest concentration of potential customers. By understanding the demographics of a population, companies can develop marketing strategies that are more likely to be effective and reach the right audience.