Demographics
The demographics tab in your dashboard provides you insight into the users who are visiting your site, using two different kinds of metrics: index and composition.
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Index
The index metric represents how your site compares to the entire internet, using a baseline of 100. For example, in the gender section of the report, if the female index is 138, that means that a visitor to that site is 38% more likely to be female than the average internet user.
Composition
In contrast, composition represents the percentage of page views generated by the given demographic for your site. For example, in the gender section of the report, if the male composition is 52%, then that means that roughly 52% of the visitors to the site fall into the male demographic.
Using This Report
You can use this report to better understand your users and how they interact with the world around them.
Support advertising sales efforts
By getting a full demographic profile of your property, you can use Quantcast to validate your audience to marketers.
Inform your content creation strategy for reaching this audience
When constructing the story and your unique content strategy to pitch to your marketer partner, leverage these data points to validate and inform your creative team on the demographic breakout of specific properties across your Network.
Methodology
Quantcast directly collects anonymous web and app usage data through the publishers and networks that use Quantcast Measure and have placed our pixel on their properties. We combine this with reference data from a small set of seed data, allowing our statistical models to accurately infer the demographic segments of a property's audience in aggregate.