AudienceView How-To Guide: How to read a Digital Behaviour Report? Part 2 (Websites)

Transcription

1 AudienceView How-To Guide: How to read a Digital Behaviour Report? Part 2 (Websites) Benchmarking Report Using an industry, website portfolio, website or custom section as the Subject Type. Example: Top ranking websites in the Commercial Airlines industry. This Digital Behaviour report below shows the digital (online) behaviour of the online population in Australia (the chosen Target Audience) for the Commercial Airlines industry (the chosen Subject Type) over a 4-week period ending 10/06/2017. Results are ranked by total visits from the target audience. How to read the report metrics: Total Visits: Qantas received 6,861,405 Total Visits over the 4-week period. Visits Share: Qantas received 23.64% share of visits to the Commercial Airlines industry. Desktop/Mobile Rate: 48.45% of visits to Qantas were made on a desktop device, 56.32% occurred on a mobile device. Unique Users: 969,667 unique users (people) visited websites Qantas. Reach: 37% of people that visited the Commercial Airlines industry visited Qantas. Average Visits Per User: On average users visited Qantas 7 times.

2 Example: Top ranking Industries and Websites for Females aged This Digital Behaviour report below shows the digital (online) behaviour of Female s aged (the chosen Target Audience) across all Industries online (the chosen Subject Type) over a 4-week period ending 10/06/2017. Results are ranked by total visits from the target audience. How to read the report metrics: Total Visits: Females aged visited the Social Networking and Forums sub-industry 310M times over the 4-week period. Visits Share: Of all website visits made by Females aged 18-34, 13.18% were to websites in the Social Networking and Forums sub-industry. Desktop/Mobile Rate: 67.58% of visits to the Social Networking and Forums sub-industry made by Females aged occurred on a desktop device, 32.48% occurred on a mobile device. Unique Users: Of all Females aged 18-34, 2,434,497 unique users (people) visited websites within the Social Networking and Forums sub-industry. Reach: 88% of all Females aged visited websites within the Social Networking and Forums sub-industry. Average Visits Per User: Females aged had an average of 128 visits to websites within the Social Networking and Forums sub-industry.

3 Benchmarking Comparison Report Using a Target and Comparison Audience with an industry, website portfolio, website or custom section as the Subject Type. Example: Top ranking Industries and Websites for Females vs. Males This Digital Behaviour report is showing us the digital (online) behaviour of Females aged (the chosen Target Audience) across all Industries online, compared to Males aged (the chosen Comparison Audience), over a 4-week period. Results are ranked by total visit volume by the target audience. How to read the Volume Difference Column: Total Visits: Females aged visited the Social Networking and Forums sub-industry 64M times less than Males aged over the 4-week period. Visits Share: Social Networking and Forums sites represented 2.66% less share of Females total website visits than Males Unique Users: There were117,369 less Females aged visiting sites within the Social Networking and Forums sub-industry than there were Males aged Reach: Social Networking and Forum sites reached 1.18% less Females aged than Males aged

4 How to read the Relative Difference Column: Total Visits: Females aged visited the Social Networking and Forums sub-industry 17.07% less than Males aged over the 4-week period. Visit Share: Females aged are 16.77% less likely to visit the Social Networking and Forums sub-industry than Males aged Tip It is best to use the visit share if you want to assess whether an audience is more or less likely to do something (visit a site, visit an industry). Unique Users: Females aged are 4.6% less unique users visit the Social Networking and Forums sub-industry than Males aged Reach: Social Networking and Forum sites reached 1.32% less Females aged than Males aged Note: Use the Metrics button to remove metrics from the results table which aren t of interest in your comparison analysis. This will help with reading and interpreting the results. Metric Definition People Metrics: Unique Users: The estimated number of different people in the target audience who visited an industry, a site or category of sites. We adjust this number to remove duplicates for individuals using multiple devices. Reach: Shows what percentage of individuals (Unique Users) in your target audience who interacted with an industry or a website. The percentage is calculated in relation to all individual (Unique Users) in your segment.

5 Visit Metrics: Total Visits: The estimated number of times there is a visit to a site or category of sites. A visit counts all visitors, no matter how many times the same visitor may have visited the specified website or industry. Average Visits: The average number of visits to the website or industry made by each person in the target audience during the selected reporting period. Visit Share: The percentage of visits to the website or industry made by people in the target audience. Visit Share by Device: The percentage of a target audience s visits to a website or industry whilst on either a desktop or mobile device. Device Rate: The proportion of visits to the website or industry made by people in the target audience via a desktop device, versus a mobile device Still need help? Reach out to our Customer Success Team for support; Support.au@hitwise.com