quantcast is an interesting new approach in Internet usage measurement. They have you put a fragment of HTML on the page that you want measured (just like sitemeter or sitecounter do). What's new is that they have instrumented a large number of households in the US. They know quite a bit about the households that have been instrumented. They watch for visits to your web page from these households and report summary statistics to you about this set. (It's a little more complicated than that. Even though they have ~ 1.5 million instrumented households, only a tiny number of these would show up at any blog e.g. this one. Sampling noise would then be unacceptable except for a small number of high traffic websites. They manage to track users across a large number of websites (e.g. this one), and have setup statistical models using which inferences are made. I thank Konrad Feldman of Quantcast for explaining these things to me).
Of course, this is only a measure of the readership of this blog in the US. What it seems to say for this blog:
- 68% are male (a bit more than the average on the net).
- It's a bit above average in the representation of high income groups. 37% have household income from $60k-$100k and 22% are above $100k.
- In terms of age, 44% are from age 35 to age 49, which is above average. There is of course almost nobody from age 3 to 17.
- In terms of ethnicity, it's 61% caucasian, 8% african american, 24% asian.
- 83% have no child in the household, which is a bit above the overall average.
- 34% of the households have a head of household who's been to grad school: this is 2.5x bigger than the overall average. After all, you do have to be a genius to read this blog.
Watching feedburner, I know there are roughly 2000 subscribers to the feed. Using sitemeter data, there are roughly 16,000 visits a month. Quantcast says these visits come from roughly 7000 unique people who show up at the blog per month. Of these, 2000 are from the US. 52.65% are from India. This number (Indian share) has gradually risen over time: I suppose this reflects the growing usage of the Internet.
You might like to see this piece that I wrote at the end of 2006, looking back at one year of blogging.