Kiwiblog Reader Profile
October 4th, 2010 at 2:00 pm by David FarrarThrough my advertising network, I am on Nielsen Net Ratings. Apart from the normal stuff on page impressions, visitors, I also get a demographic breakdown of visitors to Kiwiblog. I figured people may be interested in them also.
- Gender – 52% Male, 48% Female (this is readers, not commenters)
- Age – 2% under 18, 21% 18 – 30, 28% 31 – 45, 31% 46 – 60 and 17% over 60
- Household Income – 15% under $40k, 30% $40 – $100K, 34% $100K – $250K and 7% over $250K
- Occupation – 23% professionals/managers, 9% self employed, 7% tertiary students, 3% secondary students, 7% retired
- Employers – 32% work for employers with less than 20 staff, 15% for 20 to 100 and 29% over 100
- Homes – 39% own with a mortgage, 31% own and no mortgage, 25% rent
- Children – 14% have children aged under 5, 13% 5 to 9, 13% 10 – 14, 13% 15 – 17, 63% no children at home
- Shopping – 44% say main household shopper, 39% say split equally, 17% say not primarily them
- Location – Auckland 32%, Wellington 28%, Canterbury 15%, Otago 5%, Waikato 4%, BOP 3%, Manawatu-Wanganui 3%, Northland 2%, Nelson/Marlborough 2%, Hawke’s Bay 1%, Southland 1%, Taranaki 1%, Gisborne 0.3%
- Area – 86% urban, 14% rural
- Ethnicity – NZ European 80%, Maori 4%, PI 2%, Other European 7%, Asian 2%
- Internet Access – 32% work, 63% home
- Internet Connection – 1% dial up, 97% broadband
- Average Internet use – 36% up to 10 hours/week, 34% 10 – 20, 16% 20 – 30 and 15% over 30
- Web 2.0 – 62% have used social network site, 46% have commented n blog/discussion site,
- Online Services – 86% use Internet Banking, 34% have used VOIP calling, 5% gambling, 8% gaming, 39% auctions, 85% read newspaper, 46% download or listen to music, 28% listened to radio, 60% download/view video, 33% download/view TV or movie, 41% download software, 29% used RSS feed, 30% monitored sports event, 35% used IM, 21% accessed Net via mobile phone,
What would be interesting is to see how Kiwblog readers differ from the average online Kiwi.
Related posts:
- Kiwiblog v NZ
- Kiwiblog Reader Survey
- Kiwiblog Reader Stats
- A reader e-mails on the anti-smacking law
October 4th, 2010 at 2:11 pm
I was going to do a joke on redablurts readers but thought that they have enough problems without me slagging them off
Vote:October 4th, 2010 at 2:16 pm
How does Neilsen Net Ratings know all that ? Do people volunteer that info ?
And why no stats on how many bogheads vote National ?
Vote:October 4th, 2010 at 2:27 pm
David, you deserver kudos for putting this up.
It does make interesting reading however it lacks context which makes it difficult to draw much from it. I’d be interested to know how many unique readers there are and then how many of them actively contributed to this data set, as well as how this compares to the standard web user profile as you suggest.
[DPF: They said there were around 55,000 unique visitors during the month, and the stats for KB come from 1,000 users who are registered with them]
Vote:October 4th, 2010 at 2:30 pm
pffft they did the same for Red Alert – turns out that their average reader / commenter is Spud. God help us – they are allowed to vote.
Vote:October 4th, 2010 at 2:32 pm
Some of those categories are pretty broad, “professional/managers”?? Depending on how you define professional that could be 80% of the workforce…
[DPF: No they have lots of other categories I did not list. Professionals are doctors, lawyers architects etc]
Vote:October 4th, 2010 at 2:39 pm
spuds great .. a couple of times last year, the man he idolises, Daffy, censored and threatened to yellow card him as even Spud, could see that the socialist rabble, Labour, were way off track on a subject that slips my mind.
Vote:when confronted, he actually becomes coherent and makes sense even though he is wrong.
It’s the 2 mad woman who worry me
October 4th, 2010 at 3:01 pm
I’m actually surprised at this – I thought the readership would be along similar percentages as those who make regular comments ie predominantly male from my estimation. Hard to establish, but I would be interested in the breakdown for regular commenters.
No surprises here – I assume commenters would fall into similar percentages.
This is a bit of an indictment for Auckland and Christchurch/Cantebury when you compare them to the population of Wellington. Do you have to live in Wellington to be interested in NZ politics, etc?
Once again, no surprises – but sad that so few non-Europeans appear overly interested in politics and things which effect their everyday lives.
Vote:October 4th, 2010 at 3:03 pm
Like Pollywog, I’d like to know how Neilsen Net Ratings know all that about us. Or is it only a select few of us that fill in surveys?
Vote:October 4th, 2010 at 3:15 pm
Wot? No breakdown between freakazoid zealot rightwing armchair warriors and god botherers with serious sociopathic tendencies versus well adjusted and rational folk? I reckon the distribution is about 35/65–but the other way around when the word “Islam” is mentioned.
Vote:October 4th, 2010 at 3:43 pm
Neilsen do two things. They have software in Kiwiblog that tracks all visitors to KB, just like Google Analytics and Sitemater do also. From that they get their overall visitor stats.
Further they have many NZers who are registered with them, and hvae a demographic profile with them. They track those against sites]
Vote:October 4th, 2010 at 4:02 pm
1 in 3 earn over 100K? woohoo!
Mind you 100k is not much these days.
The 300k is the new 100k
[DPF: No one in three have a household income of over $100K. That may be two people earning $50K or three people earning $35K]
Vote:October 4th, 2010 at 5:12 pm
David,
Thanks for your explanation. Now I can put my more paranoid tendencies to rest!
So, what percentage of your readers do the above stats represent?
Vote:October 4th, 2010 at 5:33 pm
Neilsen have an overall sample of 35,000 (which is huge), and of those 35,000 just over 1,000 visited Kiwiblog. They estimate KB had around 55,000 unique visitors so the sample is around 2% of the population. This is larger than most samples (political polls are 1,000 out of 3 million).
Vote:October 4th, 2010 at 6:04 pm
Which is why they are mostly wrong of course!
Vote:October 18th, 2010 at 7:47 pm
gosh jeeepers
Vote:,
you are becoming a parody of yourself farrar,
stop advertising yourself in meaningless short clips,