NDLI: What blogs tell us about websites: a demographics study

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What blogs tell us about websites: a demographics study

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What blogs tell us about websites: a demographics study

Content Provider	ACM Digital Library
Author	Michelson, Matthew Macskassy, Sofus A.
Abstract	One challenge for content providers on the Web is determining who consumes their content. For instance, online newspapers want to know who is reading their articles. Previous approaches have tried to determine such audience demographics by placing cookies on users' systems, or by directly asking consumers (e.g., through surveys). The first approach may make users uncomfortable, and the second is not scalable. In this paper we focus on determining the demographics of a Website's audience by analyzing the blogs that link to the Website. We analyze both the text of the blogs and the network connectivity of the blog network to determine demographics such as whether a person "is married" or "has pets." Presumably bloggers linking to sites also consume the content of those sites. Therefore, the discovered demographics for the bloggers can be used to represent a proxy set of demographics for a subset of the Website's consumers. We demonstrate that in many cases we can infer sub-audiences for a site from these demographics. Further, this feasibility demonstrates that very specific demographics for sites can be generated as we improve the methods for determining them (e.g., finding people who play video games). In our study we analyze blogs collected from more than 590,000 bloggers collected over a six month period that link to more than 488,000 distinct, external websites.
Starting Page	365
Ending Page	374
Page Count	10
File Format	PDF
ISBN	9781450304931
DOI	10.1145/1935826.1935886
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2011-02-09
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Audience discovery Discovery of demographics
Content Type	Text
Resource Type	Article

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