Use Website Demographics to gain valuable insights into the audiences visiting your website, your competitors' websites, and your industry.

Website Audience Demographics

How to Use Website Demographics to Improve Strategy

With website demographic data, such as gender, age, geographic location, and traffic type (desktop or mobile), you can:

  • Customize content to meet the needs and expectations of your visitors and prospects

  • Benchmark your audience against your competitors and your industry to understand your strengths and opportunities

  • Monitor your market share across demographic segments

  • Optimize user acquisition, partnerships, and brand awareness efforts towards your relevant audience with the right messaging and targeting

How to Find Website Demographics Data

Similarweb offers demographic data for the traffic to a domain(s) and the traffic to an industry.

  1. To find the audience demographics for a website, go to Website Analysis and enter a domain.

    To find the audience demographics for an industry, go to Web Industry Analysis and select an industry.

  2. From the sidebar menu, select Demographics.

  3. Use the filters in the upper right to select the timeframe, geographic region, and traffic source (desktop or mobile) of your analysis.

The page will populate with the following demographic insights:

  • Gender distribution: Percent breakdown of visitors by male and female.

  • Age distribution: Percent breakdown by age - six groups, starting at age 18.

On the Demographics page in the Market Analysis module, you will see a table below the Gender and Age distribution graphs. You will find the following metrics, per each site within the analyzed industry:


The table view is only available in Market Analysis > Web Market Analysis > Audience > Demographics.


How does Similarweb 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.

How does Google Analytics collect its demographic information?

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

If you show Demographics data, does that mean you collect PII?

No, Demographics data is based on a learning algorithm identifying any website’s demographic profile. Visit Similarweb Data Methodology for more information on how we generate the insights you see with a commitment to privacy.

How accurate is our website demographic data?

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

For more information on Similarweb's data accuracy and reliability, visit Is Similarweb's Data Reliable?.

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.

Is the age distribution of website users calculated using visits or unique visitors?

On the Demographics page, the age distribution refers to unique visitors.

Can I view demographic data for a subdomain?

Yes! We have demographics data for subdomains.

Additional Resources

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

Feature Location

Try it out! You can find Demographics data for industries, websites:

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