Demographic profiling has long been a tool utilised by marketers so that they may be as efficient as possible with advertising products or services. By targeting certain groups who are more likely to be interested in what you are selling, you can more efficiently expend your advertising resources so that they may garner the maximum amount of sales (Arnott, D., & FitzGerald, M. 1996). This is a more direct tactic than simply advertising on the basis that anyone is a potential consumer of your product, as while this may be true, it does not capitalise on the increased returns that more specific marketing will bring (Jothi, A. L. 2015).Traditional demographic profiling has been centred around gathering information on large groups of people in order to identify common trends (GfK. 2016). These