This week we added new Demographics tabs to all Quantcast profiles, be they for Quantified or non-Quantified publishers.
Demographics tabs provide a rich, detailed view of an audience’s demographic characteristics, including both percentage-based pie-charts and bar-chart indexes.
Characteristics measured include gender, age, household income, ethnicity, head of household education and the presence of children aged 6 – 17 in the household.
1.) The percentage-based pie-charts make it easy to see what percentage of an audience carries a given demographic attribute.
For instance, in this pie-chart on the funnyordie.com audience’s household income (below, left), we see that 14 percent of visitors make between $0-30K per year; 34 percent make between $30 – 60K; 33 percent make between $60 – 100K and 19 percent make $100K or more.
2.) The bar-chart indexes make it easy to compare an audience’s demographic attributes with an average, such as the average U.S. internet user.
For instance, see the funnyordie.com audience index on income. You will see that the audience indexes at exactly 100 for those with an annual income between $30 – 60K.
This means that a given visitor to funnyordie.com is as likely to make between $30 – 60K per year as any U.S internet user chosen at random.
An index of 200 would mean that the visitor would be twice as likely to make between $30 – 60K, an index of 50 would mean that the visitor would be half as likely to make between $30 – 60K and so on.
The higher the index, the better the site is at attracting that type of audience. Check out our glossary to learn more about indexes.
For Quantified Publishers, you will find the new Demographics tab located to the right of the Summary and Traffic tabs in the upper right hand corner of each profile. (You may recall that the Traffic tab debuted in September.)
For non-Quantified Publishers, you will find the Demographics tab located to the right of the Summary tab.
Take a look at your own Demographics tab today, and let us know your thoughts. Thanks!