The sites with the greatest concentration of 20-somethings provide publishers and advertisers with an excellent guide to how online is an integral part of modern life. The top 10 contains two career sites, two clubbing sites, two sites related to eating and one each related to weddings, shopping, video and social networking.
Graduate recruitment site Milkround has the greatest affinity with 20 to 29-year-olds; 86% of Milkround's audience is in this age group. This means, for example, that an advertiser is four and a half times more likely to find someone in their 20s on Milkround, than they are across the web as a whole. Milkround is followed by wedding service site Confetti and retailer Selfridges - just under two-thirds of the audience to these sites are in their 20s.
The appearance of social networking site Orkut illustrates the "reach versus likelihood" quandary that an advertiser faces when targeting online, while an advertiser looking to target 20-somethings could potentially reach 48,000 of them on Orkut, compared to 1.6 million on MySpace or 447,000 on Bebo. The latter sites, being much more popular generally, will also contain a much higher "irrelevance" factor. Whereas only 42% of the audience to Orkut are not in the desired target group, this rises to 70% on MySpace and 83% on Bebo.
This greater irrelevance factor shows how demographic targeting can provide advertisers with more efficient ways of finding their target audience online.
- Alex Burmaster, European internet analyst, Nielsen//NetRatings.
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