the numbers don't make sense

 

The numbers are using an index system, which is common in marketing data. So say there's an index of 100 on people with brown hair, but an index of 200 on people with red hair using this site. That doesn't mean there are twice as many people with red hair than brown hair. It means that red hair people are twice as likely as normal to visit this site.

So for example: brown hair people make up 50% of the population, and red hair people make up 1% of the population.

If among 100 s2ki.com users, 50 have brown hair and 2 have red hair, then the index would say, 100 on brown hair and 200 on red hair.

Make sense? The indices measure measure over or under representation, not actual percentages or absolute numbers.

 

^^not really.

 

When all else fails, manipulate the data....


I'm Caucasian, but I don't fill in any race/sex/age questions on any forms and when I have to I just pick one on a rotating basis...

 

Who made those charts?

 

Addicts
Addicts are the hardcore segment of a site's audience, who have 30 or more visits to that site in a month. While typically accounting for a very small percentage of the site's total reach these users can easily account for the majority of all site visits.

 

Asian males, age 25-34, with no kids, no college degree, and a household income of $30K or less.

 

Oh hey, that's me..

 

how do you afford an S with a income of less than 30k? must be a lot of loving asian parents buying their cars

 

I don't match much. I am male, 25-34 years of age, and don't have children 6 years or older in the home (but I do have a four year old) but that's where the similarities end. I'm white, make more than $30K (since high school), and have a four-year college degree (six, actually).