This is our second year doing our reader survey. Late in 2017 we asked you about what you liked and didn’t like. In short, we wanted to understand the demographics of our audience so that we create content and products that are aligned with what you expect when you come to a website named “Excel TV”.
Now that we have 2 years worth of data, we can start to see if our demographics are shifting. Where appropriate, I have compared the results for the past 2 years.
Percent Male %
Between Ages 45-54
Between Ages 55-64
Level: Intermediate Manager
Country: United States
Country: United Kingdom
Similar to last year, the demographic looks a lot like me. A middle-aged male, with a numbers crunching background in a Western, English speaking country. Not too many surprises there. There are some interesting movements in the demographic from last year, though. So let's dissect it a bit (the analyst in me just can't help it).
We can't dissect this too much due to the sample size. 58 vs 123 respondents isn't exactly a huge sample size. But some of the movements make sense based on what happened in our business last year. So here goes...
Percent Male dropped and visitors are slightly older than last year. No idea why there are fewer males. There is a possibility that one of our larger female affiliates in Australia (thanks Danielle) helped to influence this. Respondents being older may be because we started selling products last year. Our courses are premium Advanced Excel courses and are not meant for the frugal buyer. This may impact the age of our visitors. But all in all... I think that the age & gender of our respondents is more likely due to our smaller sample size last year. We shouldn't read to much into it.
Less Finance and more Accounting visitors. One of our affiliates that supported our courses in 2017 provides CPE credits to Accountants. This influx of traffic (predominately USA traffic) likely influenced the results.
More USA, UK and Australia visitors. If I had added an additional row to the table, Canada would have been fourth. This is likely driven heavily by our American accents and our connections with other partners/affiliates in Australia, Canada and the USA. Last year we released an Excel PivotTable Course by Ken Puls (a Canadian). These countries tend to be considered "buyer" countries in the online market. So I'm not frustrated at all by the results. But we will eventually need to appeal to a more geographically diverse audience.
Percent Male %
So our social media following is much different than our website following. This is likely because an early follower of ours on Facebook was Rahim at Excel Basement. Here is his Pakistan based Facebook Page. He suggested others follow us, which heavily slanted our early social media following towards the Middle East. Not much to learn here other than our early success on Facebook hasn't necessarily been what's fueled our growth in 2017. Check out the Excel TV Facebook page or our popular Excel TV Facebook Group
Are we on the right path? Did you see something different in the survey results? Want to know how Jordan keeps those curls kickin'? Hit us up in the comments section.
And until next time. Keep on Excellin'
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