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 analyzed.
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 analyzed and the segments identified automatically become baselines you can choose from. You can find these on the left-hand side of the baselines menu.
Note: Country baselines are updated every 6 months. Last update was in January 2021.