Quantcast is a free tool that measures your audience demographics automatically, using estimates based on sample users who share their surfing information with Quantcast via a toolbar. After your measurement tools, Google Analytics, are set up, let them gather data for a while so you actually have something to view in your reports.

For a true representation of your audience, waiting at least one month before you make any conclusions about your site visitors — three months is even better.

Sample Quantcast audience profile.
Sample Quantcast audience profile.

Here’s why this information is such a big deal to brands — and how the information helps you:

  • Why brands care about your audience demographics: Brands are most interested in the gender and age range of your readers, whether or not they have children in their home, and their household income. They also may want to know what percentage of your visitors is U.S.-based. They need to know whether the readers of your blog fit their pre-determined target market.

  • Why you should care about your audience demographics: Knowing who your readers are makes it easier for you to create content that they’ll love. You can do this by making educated guesses about the general interests of the typical reader that visits your blog.

    For example, if you know that you have a lot of readers who are young mothers and live in households that earn less than $30,000 a year, you can guess they will be interested in money-saving tips for their families. Well, anyone might be interested in this kind of information, but you can be more confident about that assumption with an audience like in this example.