Exploring Website Demographics with Quantcast & Microsoft

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Google has started to open up their demographic tracking system to advertisers with Google Ad Planner and Google Trends users, but here is a look at two other established ways to find demographic info on almost any website.

There are two well-known publicly available free tools showing users’ demographics for any website: Quantcast and MSN adCenter Labs. While neither of them can be considered 100% accurate, they provide some interesting data worth looking into.

1. Quantcast will show you the site traffic graph and its users’ detailed demographics info:

  • visitors’ gender distribution;
  • age;
  • household income;
  • ethnicity;
  • education.

Plus, for its partner sites Quantcast will also reveal a site’s geographic distribution.

2. MSN adCenter Labs tool shows general age distribution (based on one-month MSN search log) and predicted age distribution (based on the adLabs predictive model). It will give you an idea if the site is male- or female-oriented and which age group of users it is preferred by.

Now let’s try and compare the demographics of two social media giants most webmasters are interested in: Digg and StumbleUpon.

According to Quantcast, Digg’s audience is much younger, with the most active group of people aged between 18 and 34 years (36%) followed by visitors of 35-49 (33%). Most (34%) StumbleUpon users fall into 50+ age group (surprisingly) followed by people aged between 35 and 49 years (32%):

Quantcast: Digg vs Stumbleupon demographics

MSN labs show similar data. While the two sites audience looks completely the same based on the general distribution graph, predicted distribution also considers StumbleUpon users considerably older than Digg’s ones. Thus, according to MSN, Digg’s audience is “18~24 Oriented ” while StumbleUpon users are “35~49 Oriented”:

MSN: Digg vs Stumbleupon demographics

Note: MSN demographics prediction tool shows a bit different data for http://digg.com and http://www.digg.com and I am not sure how this can be explained.

Anyway, despite some differences, it is interesting to note that both the tools agree on one thing: StumbleUpon users are older than Digg’s so it is wise to remember that when crafting your social media promotion campaign.

Ann Smarty
Ann Smarty is the blogger and community manager at Internet Marketing Ninjas. Ann's expertise in blogging and tools serve as a base for her writing, tutorials and her guest blogging project, MyBlogGuest.com.
Ann Smarty
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  • http://www.newroommate.co.uk BottomTurn

    Good insights as always Ann.
    The only thing which is bothering me, is that those demographics are mainly, if not exclusively, for the US.

  • http://www.mahesh.com BG Mahesh

    How do they gather the age, household income of the surfer? I am sure most of the surfers haven’t registered with these sites.

  • http://www.ourexplorer.com jean

    for MSN demographics prediction tool, the general distribution figures for the two sites are exactly the same. Why is that? How does the AdLabs predictive model work? Thanks.

  • ladybird

    http://www.estimix.com is a free tool that provides a nice summary of the website performance.The estimation provided by estimix is the result of a complex analysis based on factors like: the age of the website, the demographic structure of the traffic, the countries where the website is popular and sources of the traffic.