You may be familiar with Alexa's demographics data, but if not then you're in for an extra treat. This week we added a new "Advanced Demographics" feature that includes two new pieces of data, and allows you to easily compare the demographics of up to five sites.
For those unfamiliar, you can find Alexa's demographics data under the "Audience" tab on most site information pages. Here you can see estimates of a website's audience broken down by age, gender, education, whether or not they have children, and where they are browsing from. The graphs are set up so that the line down the center is the internet average. A green line to the right means the site is over-represented compared to the internet, while a red line to the right means the site is under-represented. For example, Alexa's data shows that Facebook is under-represented by people 45 and older. So not only are there fewer people over 45 on the web compared to those under 45, but fewer still of those 45+ year olds are visiting Facebook.
In the Advanced Demographics section, we offer two new pieces of demographics data; Income and Ethnicity. That's certainly useful, but to make it even better you can also compare the site you are interested in with up to four other sites, and across all seven demographics segments. We've pre-populated the comparisons with similar sites, but you can compare any set of four sites you want. You might want to compare your site to your competitors, or across multiple sites you own, or you can just have fun. Comparing the audiences of various news agencies with one another is certainly interesting, and that's just a start.
There is one catch, however. If you want to use the Advanced Demographics tool you need to have the Alexa Toolbar installed. This is our way of thanking those who have elected to surf the web with the toolbar, and be part of the Alexa panel. The Alexa panel is the source of most of Alexa's data, including our demographics. We have toolbars for both Firefox and Internet Explorer, and for those who browse with Chrome we hear you and hope to have an answer very soon.
So check out the Advanced Demographics and let us know what you think!