Examples of demographics you can easily find on Google Analytics right now – for free
The holy grail of marketing: understanding your customers. When you know who your customers are in a deep, genuine way, you can solve their problems far better than knowing only cursory things about them. And when you solve their problems better, your bottom line increases. It’s a win-win situation. Getting to that win-win, though, requires digging into who the person really is. The more you know about them, the more you can target, run tests, and seek out others like them. So we’ve rounded up the best demographic examples that you can find on Google Analytics (GA) – right now, for free – to better understand who your customers are.
Think that demographics are out of reach for non-data people? Think again. Even if you aren’t a number cruncher, simply taking a look through the demographic examples you can find on Google Analytics will open your eyes to who really views your digital properties.
Since this data point is table stakes in most marketing campaigns, people often forget how impactful it can be. You need to know if you are you dealing with Gen Z, millennials, Gen X, or Boomers. The more you know about how old (or young) your customers are, the more you can tailor services.
If you’re just starting out with marketing analytics and looking for easy-to-understand demographic examples, this one is it. The age of your customers will guide your next steps in research. Contrary to popular belief, for example, Gen X’ers spend more time on their phones per day than their younger millennial counterparts. Insights like this could seriously drive product or company strategy – you may realize you have no mobile-first opportunity for people to engage, meaning you may be blocking yourself out of the Gen X market who prefers to look at things on their phones. Similarly, if you know you have a bunch of millennials, then you better get conversational – 45% of millennials expect brands they buy from to engage with them online.
Whether through marketing campaigns over the decades, social construction, or something else entirely, people of different genders tend to like different things. Further, men and women even use language for different purposes, according to some studies. This means that the more you understand about your current gender breakdown (and your target consumer’s gender identity), the more you can gear your language to resonate with that audience.
Right now, Google Analytics does not include genders outside of the gender binary, such as transgender people, which account for three million potential consumers between the US and EU. However, since the vast majority of people identify as either male or female, the gender breakdown analytics in Google will still provide a fairly good overview to help inform further user research.
One of the best ways to build more products and services that people want is to know what they like. However, there’s a problem – most people don’t actually know what they want, so you can’t just ask. This demographic example, then could be stopped dead in the water if you had to rely on people’s beliefs about what they want. Thankfully, Google Analytics does the hard work for you. The Interests section of GA is based on actual searching patterns and online usage. That means you’re not just getting information on what people say they want, but what they are actually looking for and engaging with online.
This can be particularly helpful as the Interests section is broken down further into Affinity Categories and In-Market Segments. Affinity Categories look at user lifestyles, so they can help you with branding and product positioning. On the other hand, In-Market Segments identify purchase intent – the people who are looking on Google and its partner sites like YouTube for product research or comparison.
Sometimes, your products and services may get a lot of attention from a country you don’t service. This can be a signal of two things. One, you may have mixed up paid marketing and it’s targeting the wrong people. Two, you may have a huge untapped opportunity to grow. In either case, you make the business stronger.
Knowing where your users are coming from on digital properties is a key demographic example that helps you make smarter choices around how you word things. For example, if you notice that people from Europe have a much higher bounce rate than people in the US or Canada, that’s a signal that your web copy is spot-on for North Americans but may have a different colloquial meaning for Europeans that is driving them away or misleading them. While the raw data like this won’t give you the answer, it can let you know the problem you need to dig further on.
It may seem like browser is an outgoing statistic, one of the more useless demographics examples when you consider the dominance of Google Chrome. However, this data point is helpful to identify how people are accessing your site.
You can even use the dominance of Chrome as a benchmark – if your site suddenly sees 80% of traffic from Internet Explorer (while Chrome maintains about a 70% internet market share), you can comfortably assume your users are older, which is in-line with typical Internet Explorer demographics. In this example, one stat overlays with another to give you a more full picture. If your age demographics show you have majority young people on your site and they are all using Internet Explorer, you may have found a unique niche audience worth exploring more.
Just over half of all web visits in 2018 were on a mobile device, according to Statista. That means the devices people use – and how big the screens are – become a crucial element of your online strategy. Even if you provide products or services offline, you need to design a mobile interface that is engaging and drives people to take the actions you want them to.
This is one of the most future-looking demographic examples, as more than four billion people around the world have access to mobile internet. So as you look at which device people are using to access your site, consider who those people are as well. If they are young and not on the site long, then you need to design a more sleek interface. If they are older and spend a long time on the page, you may need to make copy more descriptive and image-rich to keep people engaged. The possibilities are endless, but it all starts with the right demographic examples to kickstart your user research journey.
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