---
title: "Exploring Your Data: Browsing Interests"
slug: "exploring-your-data-content-interests"
tags: ["Data", "Measure", "Browsing", "Interests", "Audience Grid"]
updated: 2025-12-17T19:35:32Z
published: 2025-12-17T19:35:32Z
canonical: "help.quantcast.com/exploring-your-data-content-interests"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.quantcast.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Exploring Your Data: Content Interests

## **Content Interests**

The Content Interests tab in your dashboard provides insight into the online browsing behavior of your users across the entire web.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/image(70).png?sv=2026-02-06&spr=https&st=2026-11-03T20%3A24%3A00Z&se=2026-11-03T21%3A24%3A00Z&sr=c&sp=r&sig=ntL1eSQ9s%2BwcBLne%2FpuZ9HeiC7T82eQMrkDhwno10zM%3D)

## **Calculations**

### **Affinity Index**

The **Affinity Index** is a comparison of the audience composition of this property to the Internet.

For example:

If the Technology & Computing > Video Games card shows an Index of 220, this means that you are **2.2x** more likely to have a user who reads Video Game content on the web view your property over the average Internet site.

## **Using This Report**

Use the Content Interests report to gather insights into a property's users' browsing habits. This can help you in several ways.

### **Support advertising sales efforts**

Show advertisers that your site's users are big techies or that your average user is five times more likely than the average web user to read content about pets.

### **Edit content to appeal to valuable users**

Use the Interests report to find that your audience is 12 times more interested in Celebrity News than the average Internet user. Then, you can focus your content on including a celebrity news angle.

## **Methodology**

We determine interests based on the browsing behavior of a site's user. A user is considered to be "interested" in a topic if they visit sites that are similar to users who are known to have an interest in that topic. For example, if Joe is a sports enthusiast and visits sports sites exclusively, and Steve visits 90% of the same sites as Joe, Steve is likely to be a sports enthusiast.