Demographics | Getting Started Guide


SimilarWeb's Demographics allows you to:

  1. Benchmark your audience to better understand your strengths and opportunities
  2. Monitor your market share across segments
  3. Optimize user acquisition, partnerships, and brand awareness efforts towards your relevant audience with the right messaging and targeting


How to get started?

1. Type the domain address you would like to analyze in the search bar

2. Navigate to Demographics feature under the Website Audience section

3. Now you will be able to view the age and gender breakdowns of any website’s audience





What can we learn by analyzing the top publishers' website demographics?

Looking at the screenshot above we can see that The New York Times has a predominantly male audience, while Buzzfeed’s is evenly split across genders. Fox News has a much older audience, while Buzzfeed targets Millennials.

This information can be used by brands and advertisers who would like to understand the audience composition of each one of the publishers, to better target their audience.

It can also be used by big publishers to better understand their competitors' key audience segments and identify cross-industry trends.



1. How do you collect website demographic data? 

SimilarWeb has access to hundreds of thousands of internal analytics accounts that provide us with their demographic information (age and gender). SimilarWeb also has the largest and most diverse panel in the industry. The combination of these data sources enables us to build audience profiles and map out the web by seeing the digital journey of hundreds of millions of users.

2. How does Google Analytics collect their demographic information?
Google Analytics use Third-party DoubleClick cookies to collect the demographic information stored in the cookies.

3. How accurate is the website demographic data?
The model SimilarWeb created was built using our extensive direct measurement data set in combination with our global panel data.
SimilarWeb built the model using the majority of its direct measurement data set, however, it used the remaining subset of this data set to for accuracy testing, to validate our estimations. The test results were very robust, with only a minor error.

4. If you show Demographics data, does that mean you collect PII?
No. Demographic data is based on a learning algorithm that identifies any website’s demographic profile

Further Reading

Read our blog post How to Use Website Demographics Effectively in Your Audience Analysis for more information about Website Demographics.




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