Website users demographic audit
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28 October 2009 16:05pm
Hi all,
I would like to have my website audited for typical user demographic data. I would also like to do the same for my direct competitors.
Are there any companies that offer this service?
Are there recognised standards in this field?
Head of New Media at Wiltshire Farm Foods
01 November 2009 19:47pm
This sounds like a job for Hitwise to me - but I'd make sure you're very clear about what it is that you're looking for before contacting them.
Research Director/Head of Web research at SPA
16 November 2009 13:04pm
I would opt for a visitor survey as they best way to achieve this, eg overlay invite on site entry followed by survey complete on exit. These questions can be tagged on to a site feedback survey. Participants need to be aged 16+.
For competitors a consumer access panel survey with regular visitors can work well but becomes quite expensive and requires a site with significant traffic to target a reliable sample.
I think that Hitwise demographic data is based on post-code census profiling (like upmystreet profiling) and panel data. This is likely to have limitations due to the number of computers used by multiple users and the number of people accessing sites when at work. The ISPs they collect data from could also affect profiles as each will likely have a different profile.