What's the Age Breakdown of Your Visitors? (NextStage Evolution's Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 6)

NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral Metrics

This post is part 6 in an arc on NextStage Evolution's Evolution Technology reports, this time considering Age Demographics.

Age is an interesting thing. For one, often people give an inaccurate value for their age (as I did in Media Free? That's easy...and scary. Know why? (Part 20). For another, people may not "act their age" and this goes both ways. I was always accused of being mature beyond my years as a child. As an adult I was often told I was "an old soul". Then there's the poor sot who just can't seem to grow up.

People not acting their age often comes from people not thinking their age. The example I often use is the boomer who buys himself an arrest-me red Corvette or Lotus Elan. I gave an example of this in AllBusiness.com's Chris Bjorklund Interviews Joseph Carrabis on Color Use in Marketing, Q3: Big, Costly Mistakes? Part 2. The mindset that buys the arrest-me red Corvette or Lotus Elan is often not the mindset that's looking at senior citizen vacations, therefore market to the Buyer-Within, market to the mindset to make the sale.

NextStage recognizes this mindset as Neurologic Age. Neurologic Age can vary greatly from chronological age, and usually only so in specific demographics (ie, those who like to think they're mature and those who like to think they're young), in specific verticals or with specific products so course corrections are easily made.

In any case, Age Demographics...

There are two elements to consider when evaluating age demographics. The first is shown on the right and is "Of all visitors, what's the age breakdown?" This is answered in a pie chart. This chart is indicating that this blog is very popular among 20-54 year olds along the following breakdown:

Age in years	% of Visitors
20-24	28.57
25-34	32.14
35-44	32.14
45-54	7.14

Some quick math indicates there's 0.01% not accounted for in this chart, probably the 55-59 year olds as I doubt I'm writing much of interest to 15-19 year olds.

The second element is confidence in the measurement. This is shown in the chart on the right. The blue that goes above the yellow is high confidence age extrapolation, below the yellow line is low confidence. Here is see that ET is confident that the 20-44 year olds really are 20-44 years old and not as confident that the 45-54 year olds really are that old.