Tuesday, July 6, 2010

Chowhound Demographics: Then and Now

Fascinating. Here are CBS' demographic figures for Chow.com (which has subsumed Chowhound, in terms of branding, if not, by any means, in terms of traffic).

Let's compare this data to the results of market research we did way back in 2001:

 Income
2001: 57% have income over $75K (30% over $125K)
2010: 34% have income over $100K

 Age
2001: 28% are age 35 - 44, and 21% are age 45 - 54
2010: 35% are age 35 - 49

 Education
2001: 89% have college degrees
2010: 57% "college" (presumably including non-graduates)

 Gender
2001: 52% women 48% men
2010: 59% women 41% men

In the immortal words of Dr. Bronner: "Dilute!"
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4 comments:

  1. joshiJuly 7, 2010 at 12:30 AM

    as a friend recently remarked, it's a disaster when you turn over the porsche to someone who's only driven double decker buses.

    alas.

    ReplyDelete
  2. Big FellaJuly 7, 2010 at 12:51 AM

    Well, at least my gender demographic has remained the same.

    ReplyDelete
  3. joshiJuly 12, 2010 at 1:47 PM

    i just saw on alexa that chowhound gets 2/3'rd the traffic of chow.com

    as we would say in mathematics: the obvious conclusion is left to the reader.

    ReplyDelete
  4. James LeffJuly 12, 2010 at 2:01 PM

    Just fwiw, well-travelled profile pages for Chowhound users (which is typically the bookmarked arrival page for chowhound regulars) counts to chow, not chowhound. It was one of the first domain moves instituted.

    And this is all fine. It's easier to draw advertisers to pulished content ala chow than to crowdsource content ala chowhound. So if you want to see chowhound survive, you'll root for chow's traffic!

    ReplyDelete