Since we deployed the phrase “Hee Haw demographic” a while back without much elucidation, we’d like to more fully explain what we mean by the phrase: We are not referring to a type of people or a location where they live, but, rather, a practice performed by U.S. television networks in the early 1970s to shift from targeting for generic volume to targeting those with the more disposable income.
At that time, TV networks and advertisers realized that success wasn’t necessarily about the size of a show’s audience but rather the size of their target demographics within the audience. Specifically, they wanted to target the giant Baby Boomer market and they wanted to make them their customers for decades to follow.
Hee Haw was simply one of the many TV shows that was cancelled from network TV during what is known as the “Rural Purge.” In fact, these shows were popular in urban areas, too, but, the shows were broad brush programming, not focused targeting. For our purposes, the “Rural Purge” moniker is especially misleading. The TV shows that were cancelled generally contained “rural” themes (Green Acres, Hee Haw, Gomer Pyle U.S.M.C., etc., but not all: The Lawrence Welk Show was also among the shows cancelled in the “Rural Purge”), but the point is that we’re not referring to “rural” vs. “urban” when we use “Hee Haw demographic,” we are referring specifically to targeting for volume (Android, Windows PCs) versus targeting those with the more disposable income (OS X, Mac, iOS, iPhone, iPad).
Apple targets high-value consumers. Apple separates the wheat from the chaff with their value proposition. Android phone assemblers generally do not target high-value consumers (they target price-conscious customers with endless BOGOF promos) and when they do go after the high-end, they simply do not compete well against iPhone.
Apple customers are the wheat. The “Hee Haw demographic,” for whatever reason, failed to make the cut; they are the chaff.
We’ll link our use of “Hee Haw demographic” to this article going forward.
Android users poorer, shorter, unhealthier, less educated, far less charitable than Apple iPhone users – November 13, 2013
IDC data shows two thirds of Android’s 81% smartphone share are cheap junk phones – November 13, 2013
IDC: Android worldwide smartphone market share passes 80% – November 12, 2013
Apple Maps makes killer comeback as Google Maps loses access to world’s most desirable mobile customers – November 12, 2013
Android phones 3 times more likely than Apple iPhones to have been bought at discount store – August 22, 2013
CIRP: Apple iPhone users are younger, richer, and better educated than those who settle for Samsung knockoff phones – August 19, 2013
Twitter heat map shows iPhone use by the affluent, Android by the poor – June 20, 2013
Apple’s iPhone generates more in carrier fees than rival smartphones – January 30, 2013
Unsurprisingly, survey says Apple’s iOS is highest priority among mobile developers – January 23, 2013
People buy more Android phone units and do less with them vs. Apple’s revolutionary iPhone – November 14, 2012
Study: iPad users more likely to buy – and buy more – online than traditional PC users – September 29, 2011
iPhone users smarter, richer than Android phone users – August 16, 2011
Yankee Group: Apple iPhone owners shop more, buy more, remain more loyal vs. other device users – July 20, 2010
iPhone owners more likely to pay for digital content – November 26, 2009
Study: Apple iPhone users richer, younger, more productive than other so-called ‘smartphone’ users – June 12, 2009
Apple iPhone users buy many more apps, surf the Web much more than other ‘smartphone’ users – March 27, 2009