Audience Profiles – How does level of education affect traffic behaviour?

Website audiences aren’t always as they seem. While some websites may advertise that their site and content are for one specific demographic, the visitors making up their traffic might be the complete opposite, because website audiences aren’t strictly controllable.

No matter how hard you try to curate your content for female readers exclusively, male users can find and consume it too.

So, publishers, how do you know who’s reading reading your content? And, agencies, how do you know if your ads are reaching the right people?

To show you why audience data is crucial for both publishers and advertisers, we compared the top 20 websites in MENA for audiences with different levels of education.

Top 20 Uneducated MENA.png

The overall results indicate that the most popular website categories with uneducated audience traffic were:

  • News (20%)
  • Style & Fashion (20%)
  • Technology & Computing (15%)

Top 20 Primary MENA.png

The overall results indicate that the most popular website categories with primary educated audience traffic were:

  • Style & Fashion (15%)
  • Technology & Computers (15%)
  • News (15%)

Top 20 Secondary MENA.png

The overall results indicate that the most popular website categories with secondary educated audience traffic were: 

  • Sports (25%)
  • Hobbie & Interest (25%)
  • Style & Fashion (15%)

 

Top 20 Trade School MENA.png

The results indicate that the most popular website categories with trade school educated audience traffic were: 

  • News (45%)
  • Broadcast Media (20%)
  • Style & Fashion (10%)

 

Top 20 Technical College MENA.png

The results indicate that the most popular website categories with technical college education audience traffic were: 

  • News (35%)
  • Business (15%)
  • Arts & Entertainment (15%)

 

Top 20 Undergraduate MENA.png

The results indicate that the most popular website categories with undergraduate educated audience traffic were: 

  • News (40%)
  • Technology & Computing (15%)
  • Travel (10%)
  • Automotive (10%)

 

Top 20 Postgraduate MENA.png

The results indicate that the most popular website categories with postgraduate educated audience traffic were: 

  • News (55%)
  • Food & Drink (10%)
  • Business (10%)
  • Arts & Entertainment (10%)

 

What does this tell us about how education level affects traffic behaviour?

 

Trend in Popularity of Website Categories
According to Traffic Level of Education 

EM Category Trend Chart.png

If we look at the most popular website categories across the various education levels, the trends include:

  • As levels of education increases, users are less likely to visit Style & Fashion websites
  • As levels of education increases, users are more likely to visit News websites
  • The audiences of sports sites generally consist of users with lower levels of education.


At Narratiive, we measure and quantify site traffic and audiences. We’re able to identify a range of demographic characteristics about those who visit the websites tagged with our tracking code.

These characteristics include age, education, field of employment, relationship status and household composition.

With access to this data, publishers are better able to understand their website audiences and agencies can more effectively target their branded content towards the relevant markets. As can be seen from the data, understanding your websites audience is crucial for both your content and your brand advertising.

To sign your website up for Narratiive audience tracking or to remain up-to-date on future audience profiles, join over 25,000 other monthly visitors and register for your free Narratiive account.

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Narratiive is a world leading audience measurement, modelling and verification company.

Combining deep expertise in machine learning & AI modelling with a wide range of partner data sets, we provide the market with a comprehensive, single view of user behaviour across websites, apps, connected TV & email campaigns.

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