Content Publishers are pushed to be on the front-lines of user behavior and interests research. Which shows or apparel brands have your users been interested in recently? What types of occupations do your users hold? At Quantcast, we want to help you answer those questions and find your next content hit.
Below is a guide on a few ways to use your Quantcast Measure data to optimize what you write and ensure you’re delivering engaging content to the right audiences.
Here’s what we’re covering:
- Demographics: Do you know the basic attributes of your users? Look at the Demographics report to find age, children per household, education status, income levels, and other demographic insights.
- Audience Grid: What are your users’ offline behaviors and interests? Use your Audience Grid reports to dive deeper into where your users’ interests lie.
- Content Segments1: Wondering how different topics or authors compare? Get a profile page dedicated to individual sections of your website.
Demographics gives you the basic information of who your audience is and ultimately who you need to write for. We cover age, children per household, education status, income levels, and other demographic insights of your users.
Here’s how we define each metric:
- Composition – The percentage of this property’s total audience that meets the given specific demographic criteria.
- Index – This compares audience composition of the property to the entire Internet, using a baseline of 100.
Looking at the screenshot above, your site composition is 50% male and 50% female.
However, the Index compares your site audience to the entire internet. According to the screenshot above, your site has an index of 103 for male and 97 for female. These are calculated by taking (your composition / internet composition) × 100.
*The actual equation is slightly more complicated, with adjustments made to factor in confidence intervals and ensure higher reliability.
Based on these calculations, your site over-indexes for male and under-indexes for female. The site attracts more males than in the general Internet population.
Use your Demographics to answer:
- Are your users young, middle-aged, or older adults? Middle-aged users may be more likely to understand current trends, while older adults may be looking for more serious content. Understanding the age makeup can help determine your writing style, topics you cover, and even how you market your site.
- Are your assumptions about your audience correct? Approximately 40% of traffic to the website Jezebel is male, even though its tagline is “Celebrity, Sex, and Fashion for Women”. Validate your audience’s characteristics with the Demographic report and ensure your content strategy aligns with who your readers really are.
Audience Grid Reports
Beyond demographic groups, you’re probably also wondering what are your users actually interested in – cars they drive, shows they watch, brands they buy and others.
To brainstorm themes to cover next, we provide Audience Grid data which includes Browsing Interests, Shopping Interests, Brand Affinity, Media Interests, and Business & Occupation. We gather and report on these measurements through partnerships with leading third-party providers.
Click through the tabs to view different interests and select data sources for different breakdowns.
Use Audience Grid to answer:
- Is there a topic you’re missing out on? Find out how likely your users are to be health fanatics, sports fans, or clothing shopaholics.
- Do your users have children? What are their financial behaviors? These metrics can have a huge say in which topics are more or less relevant for their lifestyle. Use both Audience Grid data and the Demographic report together to get the best view of who your users really are.
High-level data is useful, but sometimes you need to drill down further by grouping audience reporting beyond basic domain and sub-domain information.
Content Segments gives you the same audience measurement Quantcast provides for web, broken out however you want — by any piece of content, on any device, whatever they’re doing. And each segment can have further sub-segments.
Set up new or view existing Content Segments using the top navigation menu and navigating to Content Segments in the Audience section.
Just like your profile, you can choose whether to make these Content Segments public or share it with specific users you choose.
Use Content Segments to answer:
- What types of users are visiting your Sports section? News section? Compare how different parts of your sites are leading ahead with Content Segments and get the data you need to know which articles to focus on and which authors to highlight.
- Are many Lifestyle readers interested in Science Fiction movies or Jazz music? Surface new content ideas on a per section-basis with audience data specific to viewers of each section of your site.
Combining online and offline data gives you the full picture of where your users’ interests lie. Uncover the demographics and behaviors of your audience with your Quantcast Measure data. And ensure your content strategy is at the top of its game!
1 Content Segments is a feature only available within the Q for Publishers suite. Learn more about Q for Publishers and request a demo here.