The Demographics dashboard allows you to see the gender and age group of authors posting about your monitoring subject. You can use this audience data in many ways - for example, to create customer personas.
How demographic information is collected and sorted
We scrub the user's gender and age information from their public social media profile. If this data is unavailable, we try to determine the user's gender from the mention text using artificial intelligence algorithms.
The Demographics report only shows the mentions with available demographic data. All metrics are shown in percentages relative to the overall volume of mentions with available age or gender of the author (not the overall mention volume in the topic).
☝️ Graphs are created based on the total number of mentions. For example, if one male user published 100 mentions and 100 female users each published a single mention, the graph will show a 50/50 split in author gender.
Now let's take a look at the report. Navigate to Audience Insights → Demographics.
Filters and calendar
The graph is created automatically to reflect data from the past 30 days.
To change the monitoring period, use the calendar in the upper right-hand corner of the dashboard.
Use filters to analyze data from a specific source, author or only see a specific type of mention. These filters will be applied to all data in the Demographics report.
💡 Learn more about working with filters here.
Authors over time graph
Click on the appropriate part of the legend to exclude data from the gender you don't want to analyze.
Hover over any point of the graph to find out the mention breakdown by gender in that time period. Clicking on that point will take you to the Authors section in Audience Insights where you will see the list of the top authors sorted by engagement (descending).
Total authors distribution
This chart compares the share of mentions published by female versus male users.
Authors age by gender
This chart can help you analyze which age group is more active in discussions of your monitoring subject, as well as the average age of your audience.
To download the report, click the "Export" button and select your desired format.