Demographics Data¶
Overview¶
Audience Insights reports provide insights based on the following Demographics modules:
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Age and Gender¶
The Age & Gender, Age, and Gender reports provide insights based on Age & Gender module data.
Age and Gender data is based on data collected from consumer IDs where we can determine demographic information using standard Oath methodology.
- Includes all Yahoo data sources.
- Includes data verification by third-party sources.
- Data excludes all users under 18 years of age before the distribution is calculated.
Location¶
The State, City, and DMA reports provide insights based on Location module data.
Location data is based on data collected from consumer IDs where we can determine state, city, and DMA information using standard Oath methodology.
- Includes all Yahoo data sources. Includes IP address mapping from third-party sources.
- Geo-locations are limited to the top 25 results based on volume. Sorting is based on top 25 results.
- Includes third-party data sources.
Residence¶
The Residence Length and Residence Ownership reports provide insights based on Residence module data.
Residence data is based on data collected from consumer IDs where we can determine residence length and residence ownership using standard Oath methodology.
- Includes all Yahoo data sources.
- Includes third-party data sources.
Auto Ownership¶
The Auto Style, Auto Make, Yahoo Automotive Segments, and Yahoo Motorcycle Segments reports provide insights based on Auto Ownership module data.
Auto Ownership data is based on data collected from consumer IDs where we can determine auto style and auto make information using standard Oath methodology.
- Includes all Yahoo data sources.
- Includes third-party data sources and taxonomy classifications.
Finance¶
The Finance Banking, Finance Spending, and Finance Stock Searched reports provide insights based on Finance module data.
Finance data is based on data collected from consumer IDs where we can determine financial information including banking, spending, and stock searched data using standard Oath methodology.
- Includes all Yahoo data sources. Includes third-party data sources.
Income Distribution¶
The Income Distribution report provides insights based on Income Distribution module data.
Income data is based on data collected from consumer IDs where we can determine income information using standard Oath methodology.
- Includes all Yahoo data sources.
- Includes third-party data sources.
Home Market Value¶
The Home Market Value report provides insights based on Home Market Value module data.
Home Market Value data is based on data collected from consumer IDs where we can determine home values using standard Oath methodology.
- Includes all Yahoo data sources.
- Includes third-party data sources.
Life Stage¶
The Life Stage and demo-life-stages-parents reports provide insights based on Finance module data.
Life Stage data is based on data collected from consumer IDs where we can determine life stage of the consumer and the life stage of the consumers parents using standard Oath methodology.
- Includes all Yahoo data sources.