Use Website Demographics to gain valuable insights on the audiences visiting your website, your competitor's 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 your strongest prospects needs

  • 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 website domain(s) and for the traffic to an industry category.

  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) for the analysis.

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.


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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