Schmap today announced the release of Demographics Pro, a new service that offers detailed profiles of the audiences that follow Twitter individual accounts or who engage around specific hashtags or keywords. The service provides demographic analysis that includes gender, age, marital and parental status, income, occupation, race, religion, language, likes and interests, and location by country/state/city. The service also looks at brand affiliations, including eat/drink at, shop at, dressed by and technologies used.
You can use Demographics Pro to analyze followers of individual accounts, who is tweeting a search term, hashtag or URL, or any list of Twitter accounts. Up to 10 analyses can be compared side-by-side, and a search function identifies Twitter accounts influential with any defined target audience. Analyses can be downloaded as PDFs or spreadsheets, or viewed in the Demographics Pro dashboard. Subscription plans range from $29.95 per month to $359.95 per month, depending on the level of usage, and there are also flexible pay-per-use pricing plans available. The underlying demographics are also available by API via DataSift.
Unlike PeekAnalytics, a similar tool that uses third-party data to profile Twitter audiences, Demographics Pro’s profiling is based 100% on Twitter behavior/usage, relying on multiple data signals from four broad areas: networks, consumption, language and physical appearance. According to the company, data signals are filtered and amplified using “large, proprietary knowledge bases of established correlations between data points and demographic characteristics,” and “combine multiple amplified signals using a series of algorithms to make specific demographic predictions.”
Schmap insists that it will protect individual users’ privacy: “We use profiles to give insight into audiences or groups of individuals, and never for identifying or targeting a specific individual based on his or her likely demographic characteristics. We never access or match with data or information from other sources, social networks or third party databases. We never display or reveal demographics in relation to individuals, identified by name, Twitter screen name or Twitter ID.”
Schmap was founded by two mathematicians, Paul Hallett and Nick Fletcher. It originally focused on publishing a series of Twitter-powered city guides. In 2009, the team began enriching these guides with information and opinions shared by local consumers on Twitter. This led to the 2011 release of #KnowYourFollowers, the predecessor to Demographics Pro.
The Realtime Report’s Twitter Audience: Tech-Savvy Marketers Who Dress Well
Using Demographics Pro, I ran an analysis of @RealtimeReport‘s 13,200+ Twitter followers. Here’s what I learned.
1. Occupation: Our followers index in the top 10% of all Twitter accounts in terms of the concentration of sales and marketing professionals, and for entrepreneurs. You are in the top 20% in terms of likelihood to be in senior management, and in the top 30% for authors/writers and web developers.
2. Interests: We are in the top 10% when it comes to the concentration of followers interested in technology, fashion, politics, business, charity, wining & dining, travel, coffee, social media, and quite a few other topics.
3. Technology: 37% of our followers use HootSuite, while 25% use Tweetdeck. Not surprisingly, you are off the charts in terms of the usage of many social media platforms.
4. Brands: Our followers shop at Starbucks, Dunkin Donuts, Walmart, Whole Foods, and are likely to be dressed by Nordstroms, Macy’s and Lululemon. We also have quite a few do-it-yourself’ers: we are in the top 20% of accounts for Home Depot shoppers.
If you’re interested in seeing more of the analytics you can get through Demographics Pro, I have uploaded the complete 28-page report to Scribd.
What do you think? Do you think that the level of detail that Demographics Pro provides will make it a tool worth investing in?