Digg Demographic
One of the main reasons Digg has been so successful is due to the demographic it appeals to. One of the best demo’s to have on the Internet is rich, successful people in the tech industry. Not only do they use the Internet the most, they also buy a lot of electronics and other expensive gear. So what is Digg? Digg is news for these types of people. Digg is about programming, video games, technology, some politics, and other geek stuffs. This is a huge factor in Diggs’ bright future.
I decided to take a look at some exact demographic numbers and to see if this was actually true. I did not want to start making this a large project by analyzing the numbers, so instead I will just give you the raw details. Here are the results according to comScore:
Digg has 1,324,000 total uniques. The majority of Digg users are 35+ and between 18-49. 35-64 is also a huge demographic for Digg. Males account for about 800,000 of the uniques and surprisingly females are at 500,000. The age range for females is about the same as males. Digg gets the most value out of its’ customers because they are for the majority, wealthy. Here is a look at the incomes of Diggers (thousands):
| “HHI USD:Less than 15,000 –34 HHI US: Under $25K –74 HHI US: Under $60K –490 HHI US: $60K+ –834 HHI US: $75K+ –642 “HHI USD:15,000 – 24,999 –40 “HHI USD:25,000 – 39,999 –66 “HHI USD:40,000 – 59,999 –350 “HHI USD:60,000 – 74,999 –192 “HHI USD:75,000 – 99,999 –236 “HHI USD:100,000 or more –407 |
As you can see, most Digg users make $100k+ per year. This is a huge positive factor in Diggs’ future. Some other facts include most Digg users having household sizes of 3 or more (900,000 Diggers). The most interesting fact to me though was the race demographic. More than 1,200,000 Diggers are white, and other races like black, asian, and ‘other’ only add up to 100,000 combined! I wanted to see the average education of Digg users but the majority fall under the category of unknown.
From what we can see from this data, most Diggers are white, rich, and in the tech industry. I don’t think anyone had doubts about this fact, but now we can be certain about these numbers. This is one of the best demographics to capture on the Internet and Digg has done it. Even though Digg is barely breaking even with their revenue stream right now, I am certain they will figure out ways to optimize their inventory and finally take home a profit. The company is worth $200 million even though they don’t make money, and their demographic is the reason.
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