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 sum 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 Analytics → 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.

Mentions by gender 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 mention stream in that time period; all your filter settings (gender, age group) will carry over.

Mentions by gender distribution

This chart compares the share of mentions published by female versus male users. Click on the corresponding icon in the legend to exclude or add data to the graph.

Mentions by age

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.

Exporting data

To download the report, click the "Export" button and select your desired format.

Read more:

How to export data in an Excel-friendly file

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