Demographics allows you to benchmark your audience to understand your strengths and opportunities better, monitor your market share across segments, and optimize user acquisition, partnerships, and brand awareness efforts towards your relevant audience with the right messaging and targeting.


How to Use Audience Demographics

Within Industry Research > Web Industry Analysis, you can compare demographic metrics for an industry.

You can see:

  • Gender distribution: Breakdown by male and female visits in percentages

  • Age distribution: Breakdown by age - six groups, starting at age 18

Note: In App Analysis, you can see Typical App User statistics, including Age Group, Gender, and Cross-App Usage.

In the table, you can see:

Note: The table view is only available in Research Intelligence > Industry Research > Web Industry Analysis > Audience > Demographics.

Use Case

Looking at the screenshot above, we can see that Fox News has a predominantly male audience, while Entertainment Weekly 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 target their audience better.

Big publishers can also use it to understand their competitors' key audience segments better and identify cross-industry trends.


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 contributor network in the industry. Combining 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.

Note: We do not show demographics data for subdomains.

How does Google Analytics collect their demographic information?

Google Analytics uses third-party DoubleClick cookies to collect the demographic information stored in the cookies.

How accurate is the website demographic data?

Similarweb's model was built using our extensive direct measurement data set combined with our global contributor network.

Similarweb built the model using most of its direct measurement data set; however, it used the remaining subset of this data set for accuracy testing to validate our estimations. The test results were very robust, with only a minor error.

Our demographics data doesn’t include data for those under 18. Does that mean that our other metrics also exclude data from people under 18? 

Nope! Our demographics data comes from our learning set, and this data already has minors excluded. Therefore, our models are also excluding this age group. In contrast, our anonymous behavioral data includes people of all ages, but our estimates are based on statistical models about users, not demographics about each user, to maintain our privacy standards.

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.

For more information, read our blog post How to Use Website Demographics Effectively in Your Audience Analysis.

Feature Location

Research Intelligence > Industry Research > Web Industry Analysis > Audience > Demographics

Research Intelligence > Company Research > Website Analysis > Audience > Demographics

Research Intelligence > App Analysis > Audience > Demographics

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