The importance of age over all other segmentation criteria Every product or service is aimed at a group of target consumers with particular characteristics. This is because products assume some moment in the consumer's routine, culture or knowledge, or even the approval of society. One method of targeting is via age, which can be divided into two main areas biological (actual) age and psychological (mental) age. For example, it is quite clear the consumption of health products or services are connected very strongly with biological age. On the other hand, the consumption of cultural services, such as the theatre or literature, will be much more influenced by the psychological age.