Getting Demographic Information from Quantcast Web Analytics

We’ve mentioned on the show a few times that we use a combination of Quantcast and Google Analytics to measure our web traffic. You can get some basic information about your site for free from Quantcast, and a lot more if you signup for a plan and pay them. It’s pretty surprising the data that they can gather. Here’s an example of the Quantcast stats for Automate My Small Business. This is the demographics of you, the AMSB community.

NOTE: The percentage is the % of all visitors to the site, and the index is relative to the whole internet. Also, my comments are about the data as of March 2010, these are live stats and will update long after this post is published (so save your emails telling me I’m not reading the data right

I’m happy that we are pretty balanced between men and women, even though there are a few more men listening. Considering how techie the show is, I’m surprised it’s as close as it is. If the women just tell a few girlfriends about the show, they could overtake the men (hint, hint).

According to Quantcast our core demographic is 18-49 year olds. That’s a pretty broad range, and by comparing to other demographics services, it’s really between 25-45.

You can see from this chart that we have a relatively high percentage Asian visitors even though Caucasian is by far the most common.

As you can see, most of you are more like Matt, with no kids, than Brandon with 2 kids.

You are obviously putting the AMSB system into place because you’re bringing home the bacon (soy bacon for you vegetarians). Hopefully your relative wealth will get even greater from the tips we provide.

Finally, most of you have gone to college, and a disproportionate number of you went to grad school. If it could only tell us your major … maybe in the next version.

All this information is nice, but the real value of it is to let you target these users in some way. You could use this information to tune your AdWords or Facebook ad campaigns. Just make sure that you’re taking into account unpaid traffic when you’re doing this, otherwise you’ll skew the data with your targeted ads. Hopefully this provides some insight into the types of demographic information you can get from services like Quantcast.

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