Click Details to discover detailed insights about the full audience or the segment selected. You can see the insights applied and displayed across 5 different categories/tabs:
- Buying Mindset
- Online Habits
Click on each tab to access the information associated with that category:
Click on Read more to understand how to interpret each graph, how the insights are derived and an example of insight application.
In the top hand corner of the report there is a Compare option, which allows you to compare the audience and segments against a baseline of your choice.
When you are viewing the insights of the full audience, the default baseline will be a ¨Global¨ Audience. If you are viewing the insights of one of the segments, the default baseline will be the full audience analysed.
However you can select the baseline you would like to compare the audience to. This could be a country, to which you can also add gender; for example, you could compare your audience to the female UK population.
Every time you create an Insights report, the full audience analysed and the segments identified automatically become baselines you can choose from. You can find these on the left hand side of the baselines menu.
This report shows you a number of different demographic insights compared to the baseline. The graphs you we will see around demographics are the following:
- Gender – distribution by gender and its difference versus the baseline.
- Country – distribution by country and the variance from the baseline.
- City – distribution by cities and its variance from the baseline.
- Language – distribution by languages and its variance from the baseline.
- Bio – distribution by most common words used by the audience to describe themselves, and its variance from the baseline.
- Age – distribution by age and its comparison to the baseline.
- Location – distribution by country of the audience/segment
- Name – distribution by most common names within the audience, and its comparison to the baseline.
This report shows you a number of different socioeconomic insights compared to the baseline. The graphs you we will see around demographics are the following:
- Education level
- Job industry
- Relationship status
- Family status
- Household income (only US)
- Political affiliation (only US)
This graph shows the brands and individuals the audience members have a greater affinity to and you are also able to compare the data against a baseline to uncover the most relevant and unique affinities within this audience.
For each profile you can find the following information:
- User – Name of the user
- Description – Twitter bio
- Followers – Number of followers the account has on Twitter
- Social presence – Click on the icons to go to their social profiles
- % – The percentage of affinity the audience and the baseline have with the user
- Variation – The difference in affinity between the audience and the baseline
Refine the view by using different filters available:
- Type of account – this can be brands or individuals
- Category – select from a range of categories, such a Food&drink, Finance, Politics or Magazines
You can also order the profiles by uniqueness or order by affinity (default setting).
If you select order by uniqueness the accounts are ordered based on the uniqueness to this specific audience in comparison to the baseline.
If you select order by affinity the accounts are ordered based on the percentage of the audience which follow these accounts.
Click on the bottom right hand corner of the list to download it into Excel:
Below the affinities is the Interests section which shows interests, TV shows and TV genres that the audience have an affinity to in the form of a bar chart. This percentage is derived from a Twitter algorithm based on who a user follows, the content they tweet and engage with and bio information. You can use the Affinity Report to understand which type media your audience consumes, the celebrities that influence them, and the brands they follow.
In the Interests panel, click on any category you find relevant to uncover the subcategories of that relevant interest:
This section shows the most relevant content (based on shares), the most unique and used keywords and the most relevant form of content your audience has an interest in.
When you first get to this tab you will see a timeline of Hot content which is the most shared links. You will be able to see the most popular keywords, and most relevant formats (Links, Photos, Gifs, Video). You are then able to Hot posts – the social posts the audience has shared the most.
This section provides information about the personality of the audience analysed.
There are two main categories of information:
- The Big Five personality dimensions or how people engage with the world.
- What drives them. This area includes two models:
- Needs – The aspects of a product that are likely to resonate with the audience
- Values – The motivation factors that influence their decision-making
Buying Mindset Tab
This section provides information about consumer preferences of the audiences analysed.
There are two main categories of information: purchase influence factors and consumption behaviour.
Purchase influence factors
- Brand name – members of the audience that are likely to be influenced by brand name when making product purchases
- Utility – members of the audience that are likely to be influenced by product utility when making product purchases
- Online ads – Members of the audience that are likely to be influenced by online ads when making product purchases
- Social media – members of the audience that are likely to be influenced by social media when making product purchases
- Friends and family – members of the audience that are likely to be influenced by friends and family when making product purchases
- Spur of moment – indicates the percentage of the audience that is likely to indulge in spontaneous purchases
- Credit card – indicates the percentage of the audience that is likely to prefer using credit cards whilst shopping
- Campaigns – indicates the percentage of the audience that is likely to respond to marketing campaigns
- Targeted ads – indicates the percentage of the audience that is likely to respond to targeted advertising
Online Habits Tab
- Device – devices used by the audience, and the difference in comparison to the baseline.
- Social Media Presence – relevance that each social network has for your audience compared to the baseline.
- Content type – content type published by the audience: their own content, answering conversations or third party content.
- Amplification – how many times the contents published by the users within the audience are shared.
- Applause – how many times the contents published by the users within the audience are liked.
- Active days – days the users within the audience are more active on social networks.
- Active hours – time frames of when the users within the audience are more active on social networks.