In my most recent project role, I’ve been working on some visualisations to better describe a media platform’s audience characteristics, amongst other things. Here are some of my favourites (of those that used publicly-available data 😉 ).
Increasing digitalisation can be demonstrated by a shift in time spent per day with different forms of media, led by mobile. UK adults will spend around 5 hours a day consuming digital content in 2017, overtaking the time we spend with TV, radio & print for the first time:
Source: “Time spent with media” UK, eMarketer’s Cindy Liu
This digitalisation is driven by the young (of course) but also spans much of the broader population too:
Source: Ofcom Digital Day 2016
At the most basic level, an ad platform’s success is measured by how much of the population use the site (“reach”):
Source: comScore VideoMetrix, Multi-Platform, % of UK Digital Population, Oct 2016
The site’s audience can also be broken down on a more granular level by gender and age, with a breadth of demographic showing use by a broad cross-section of the population:
Source: comScore VideoMetrix, Multi-Platform – Desktop & Mobile, UK, October 2016
But again, demographic targeting is now old hat in the digital world. Things have moved forwards to use your more granular interests (as derived from your searches – more info here), as well as progress in being able to better track success (“conversions”) not just at the point you buy a product but at earlier research stages too (more info here).
Interested to know more about what I do? I’ve just had a refresh of my website, please take a look and let me know what you think!