Charts of the week - age and gender demographics for corporate websites

Using data from our Google Analytics benchmark group, we consider how you can use GA visitor age and gender profiles of website visitors to support your communications and content strategies.

Google Analytics provides a view of age and gender profiles of corporate website visitors, based on browsing habits. Here, we share the data for 13 companies in our Google Analytics Benchmark group, and suggest how corporate digital managers could use this data to support their communications and content strategies.

Chart showing Gender Demographics across the Bowen Craggs GA benchmarking group

There are 13 companies in our Google Analytics Benchmark group that collect demographics data. The average gender balance of these 13 companies is 58% male and 42% female. However, there is a wide range between the 13 companies, as shown above. The companies with a higher proportion of female visitors came from Food/Beverage/Household/Personal and Retail sectors. Companies with higher proportions of male visitors were in the Energy and Industrial sectors.

Chart showing Age Demographics across the Bowen Craggs GA benchmarking group

The largest age group visiting the corporate websites in our Google Analytics Benchmark group is 25-34. This was true for all of the 13 companies in the group. As with gender balance, there is significant variation from company to company.

How should corporate digital managers think about this data? First, it is important to remember that no visitor is ‘typical’ and no site is ‘average’, so beware of extrapolating too much from general data. Also, Google’s demographic statistics are  inferred from browsing data, with all of the potential for error that that implies.

However, there are areas where having an indication of age and gender demographics can be useful, to inform your content strategy or determine whether your acquisition plans are delivering the audiences you expect. For example, are your employee stories likely to resonate with the types of people visiting your site? Will your audiences recognise themselves in the stories you are telling? You can also use audience demographics to help build personas that fit your site.


About the Bowen Craggs Google Analytics Benchmark: The 2019 Benchmark included 21 companies across sectors, with data covering 63 million users and 95 million sessions between May 2018 and April 2019. The average site size is 5 million visits per year; the largest had 28 million visits, the smallest 200,000 per year.

About Google demographics data: Google is murky when it comes to the details of how it determines demographic profiles, but Google Analytics uses the same mechanism to infer demographic information that Google uses to personalise advertising. The web browsing activity of signed-in users is used to build a profile of the age, gender and interests, which is connected to Google Analytics when they visit a site using Demographics. If a user is signed into a corporate Gmail account and uses a different device for personal browsing their GA demographic profile may be quite different on the two devices. Users under 18 are not reported. For more information, visit Google support.

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First published 26 November, 2019
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