Who is the Target?
The target can be anyone from large billion dollar corporations down to the average consumer. It doesn't matter who's harmed, cyber criminals will target whoever they feel is necessary to accomplish their task. In most cases, the average computer users are targeted first, to be used as objects by the cyber criminals.
Bot herders use malware that is developed in the cyber crime community and infect as many hosts as they can, effectively making a user's computer a bot. They perform this by spamming and spoofing, tricking users into downloading the malware. Once the malware is installed, the computer joins a network of other bots and is considered a 'zombie' by the bot herder. This botnet, or zombie army, can be used to perform vicious attacks on corporations, bringing servers to a screeching halt or sending so much information that a hacker can manage to squeeze by in all the noise generated. Bot herders usually generate money by leasing out their network of zombies to hackers, thereby removing the liability from any failed attacks.
The hackers will use the leased bot networks on attacks toward large targets and if they are successful in making it into the network, install the software that they bought from cyber crime developers. From here on, all information is fair game to the hacker. From the network traffic that they're able to listen in on to the stored information that isn't restricted or encrypted. Once they have the information, they can sell it to the middle man, or use it themselves to perform another cyber crime, identity theft, harming credit ratings of consumers and stealing millions of dollars.
Your name, gender, age, sexual preference, none of this matters to cyber criminals. To cyber criminals you're just an object, a source of information used for financial gain, or a tool used in larger, more massive attacks for even more financial gain.