in Data & Insights

Who Is Hovering? An Examination of the Online Search Audience for One of 2015’s Hottest Gadgets: Hoverboards

By Lauren Young, Data Insights Research Manager

The hoverboard, a self-balancing skateboard, was one of the top selling tech toys of the year and one of the most newsworthy. From a Christmas caroling priest to bans in major metropolitan areas and airlines, the toy burst onto the scene and, in some cases, into flames. Similar to our Apple Watch post, we wondered who is the consumer behind the hoverboard phenomenon?

Using Quantcast Audience Grid’s leading set of online behavioral data captured through Quantcast Measure, we are able to characterize the audiences of publishers’ websites, describing the occupation, vehicle ownership and more for people who searched for hoverboards in the last 6 months. We used NetWise professional data to look at the highest-indexing occupations and Oracle Data Cloud for vehicle ownership and other retail purchases.

The hoverboard over-indexes with consumers that are African American, higher income and have kids under 18  — either parents searching for kids’ gifts or for their own use. Consumers tend to be more tech driven, over-indexing on occupations in information technology and engineering. The high index with the legal profession could be due to lawyers hoverboarding around town — or lawyers researching lawsuits against hoverboard makers. Other retail purchases made by hoverboard fans point to a more luxurious consumer — over-indexing with Audi and BMW along with highend electronics like Apple and Bose. Next time you see someone on a hoverboard, see how their demographics stack up!

Hoverboard main

Quantcast Audience Grid and Quantcast Measure

The Quantcast Audience Grid is the largest open data platform in digital advertising. It applies Quantcast’s leading data processing and data modeling capabilities to dramatically increase the reach and accuracy of any data applied to online and mobile app audiences. With the new Audience Grid reports in Quantcast Measure, marketers, agencies, and web and mobile app publishers can find new audience insights, down to the article, blog post or ad placement, across thousands of data points. As a publisher, you can choose to promote your valuable audiences using these insights in your public Quantcast Measure profile. Sign up for free by visiting www.quantcast.com/measure.

NetWise

NetWise Data has been a leader in the alternative data marketplace for online and offline channels since 2010. NetWise has a digital heritage in B2B marketing; segments include everything about the business and the employee.

Oracle Data Cloud

The Oracle Data Cloud enables companies to use data to inform audience targeting and measure digital media. Oracle Data Cloud provides Data as a Service to help create connections to customers across spend channels and devices by bringing together the largest array of data assets to help media partners, advertisers and agencies build precision-based data strategies and insights.