Are demographics still relevant in marketing? This paper investigates the use of demographics as a segmentation variable, noting that research in this area has waned. It explores the links between demographic segments and perceptions of marketing communications, particularly in service sectors like airlines. The study investigates differences between the perceptions and responses of demographic and product usage segments to airline marketing communications, revealing key differences. Changes in gender, age, culture, and usage frequency affect perceptions of advertising, sales promotions, and publicity, impacting purchase behavior. The research concludes that the importance of demographic segmentation is undervalued in services. By demonstrating the impact of demographic changes on marketing communications, this study provides valuable insights for service industries seeking to optimize their marketing strategies.