Read the Data
How to Read Our Reports
Every month, millions of people use our audience reports to get
crucial measurement insight into website traffic. To help you get
started, we've created an easy way to read our reports, as well as
"Power Tips" explaining how Quantcast can do more for you.
Traffic Report
Use our traffic graph to determine how many people
have visited the selected site. We also measure cookies,
impressions, page views, among other stats, in daily and
monthly views.
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Power Tip
Quantcast is the only measurement service that tells
you the difference between cookies and people. A single
person can be represented by many cookies--home, work,
phone, even different browsers. Quantcast shows the
relationship between people and cookies at a property, or
even sub-property level.
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Reading Demographics
Quantcast can tell you the gender, age, children per
household, education status, income levels, and other
demographic insights of an individual site's audience. The
"index" represents the delivery of a specific audience
segment compared to the internet average of 100.
Composition, which is represented by the % of audience
figure on the left side of the chart, represents the
percentage of a property's total audience that meets a
specific demographic criteria.
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Power Tip
The "index" shows how an individual site's audience
compares to the internet population as a whole. For example,
an index of 100 indicates a site's audience is equivalent to
the demographic make-up of the total internet population.
Any increase over 100 means that the property is "over
indexed" and attracts a more concentrated group of a
particular demographic group than in the general internet
population.
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Audience Also Likes
The "Audience Also Likes..." section of a site's
profile shows other sites the audience is likely to visit,
and the affinity indicates how much more likely than
average. For example, if the profile for WSJ.com listed
Barrons.com with an affinity of 10x, a randomly chosen
visitor to WSJ.com is ten times likelier to visit
Barrons.com than the average internet user. Conversely, an
affinity of 1x means the user is no more likely to visit
than the website than the average user.
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Power Tip
There's no better way to get an intuitive sense of
who an audience really is than to see what properties they
also engage with. Use "Audience Also Likes" to get more
insight into what makes a particular audience tick.
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Traffic Frequency
We've broken down visitor traffic into three
categories: Passers By, users who visit a
site or interact with media once per month; Regulars,
those who visit a site or interact with media more than once
but less than 30 times per month; Addicts,
those that interact with a site 30 or more times per month.
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Power Tip
If 12% of a site's audience is Addicts, and they make
up 66% of all visits, that translates into a majority of the
monthly traffic being driven by a tiny portion of the
overall audience. Which means this audience is highly
engaged with the site's content.
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Geographic Data
We give you specific geographic information about
where individual visitors are accessing the internet,
including City, State, Country, and Designated Marketing
Area (DMA).
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Power Tip
Evaluate your audience, or the audience you want to
reach, by a variety of geographic criteria. Most noteworthy
-- index properties against all 210 TV DMAs. No other
service can do this!
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Business Data
Interested if a property's audience tends to visit
from home or work? And if they access from work, what size
company are they in? Quantcast shows this information so you
understand a property's complete audience profile.
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Power Tip
Quantcast "Home/Work" data is based on
directly-measured traffic, providing the marketplace with
real data about workplace consumption. Use data to get a
true understanding of where audiences are, and the types of
business environments they are in.
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How to Define Addressable Segments
Use "Addressable Segments" as a planning tool to
better understand the reach, and impression volume,
available against a particular audience demographic. To
determine the audience segment size and richness of chosen
demographic, adjust the "Composition/Coverage" slider.
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Power Tip
The slider allows you to control the precision level
of audience addressability. Moving the slider from right to
left increases audience composition and limits impression
waste, but also reduces audience coverage. Some users will
look for the ideal "sweet spot" between the two, while
others choose maximum coverage if that meets their
campaign's needs. Remember, while you can define an
addressable segment, it can only be made actionable by
requesting the Quantcast segment to be delivered as part of
a media buy (either from a publisher directly, or as part of
the Quantcast Media Program
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