The Importance of Understanding Audience Demographics

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Understanding the audience demographic of a media outlet when wanting to utilize it to get exposure for your content or when wanting to advertise a product or service through it, is extremely important.
Take for example Digg. Everyone wants to get on the front-page of the site and many are willing to pay for it or take extreme (and wrong) measures to do it. But the exposure you get from Digg is not for everyone. According to information provided by Federated Media, Digg’s audience comprises of:

Business and IT influencers working in technology.
* 94% male
* 88% 18-39
* 64% HHI above $75k
* 52% IT professionals, developers or engineers
* 26% managers or above
* 39% publish their own blog

Keeping that in mind, it would be highly unproductive for eastside mothers of multiples to try and take advantage of Digg.

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  • zaibatsu

    I’m number 17 bitch 🙂 You won’t pass me anytime soon. LOL.

  • writer4web

    Thanks for the demographic, you opened my eyes with a few of those statistics. Good post.

  • Mark Laymon

    Does this mean I should stop promoting pantyhose and start pushing fast cars and electronics on Digg?
    Just look at the difference in the profiles of Digg vs. Stumbleupon. Digg is mostly male, when Stumbleupon is a mix and seems to me a little more female in the 30 to 45 range.
    So from what I have observed is that the East Side Mothers would have a much better chance on Stumbleupon.

  • Steve James

    Knowing your demographics is the key to any business, let alone one that relies on advertising. This is exactly why we started My wife always commented on seeing parenting bloggers with digg buttons on their sites. She even tried submitting to Digg, but realized that there are no Digg categories for her posts.

  • Zach Katkin

    It might not make as much sense, or be as effective, but it still makes sense to try to get on Digg… for a number of reasons. You are using the statistics to support generalizations, generalizations that MIGHT generally be on the mark.
    What’s the average age for a man to have a baby these days? Does it fall within that 18-39 range? If so then I see potential for a “top 10 ways you shouldn’t hold your baby” or “Surefire Tips for Determining Your Baby is Really Yours (without a DNA test)”