RED BULL AUDIENCE ANALYTICS CANADA JANUARY | 2017
20%
MORE LIKELY TO BE
MALE
72%
MORE LIKELY TO BE
21-24- YOUNG MILLENNIALS
30%
MORE LIKELY TO EARN
$50-$60K HHI
+11% for 25-29
OUR AUDIENCE Data collection: Data Management Platform, Red Bull DMP; Data extraction time period: August 2016 – September 2016
928%
MORE LIKELY TO BE INTO
CYCLING
703%
MORE LIKELY TO BE INTO
SNOWSPORTS
490%
MORE LIKELY TO BE INTO
WATER SPORTS
OUTDOOR ENTHUSIASTS Data collection: Data Management Platform, Red Bull DMP; Data extraction time period: August 2016 – September 2016
20%
MORE LIKELY TO BE INTO
DANCE & ELECTRONICA
10%
MORE LIKELY TO BE INTO
JAZZ & R&B
38%
MORE LIKELY TO BE INTO
ALTERNATIVE MUSIC
ACTIVE & PROGRESSIVE Data collection: Data Management Platform, Red Bull DMP; Data extraction time period: August 2016 – September 2016
81%
MORE LIKELY TO BE INTERESTED INTO
SELFIMPROVEMENT
26%
MORE LIKELY TO BE INTO
GREEN LIVING
64%
MORE LIKELY TO BE INTO
HOME ENTERTAINMENT
TRENDSETTERS Data collection: Data Management Platform, Red Bull DMP; Data extraction time period: August 2016 – September 2016
49%
MORE LIKELY TO BE
GAMERS
30%
MORE LIKELY TO BE INTO
“LUXURY PURSUITS”
HOW TO READ IT? SEGMENTATION PRINCIPLES
DEMOGRAPHICS:
PSYCHOGRAPHICS:
BEHAVIORAL:
AGE GENDER FAMILY SITUATION OCCUPATION EDUCATION
ACTIVITIES INTERESTS OPINIONS ATTITUDES VALUES
BENEFITS SOUGHT USAGE RATE BRAND LOYALTY USER-STATUS READINESS TO BUY
BY CHANNELS:
BY REGIONS:
BY MARKETS:
AUDIENCE DATA SPLITS
SKEW:
METHODOLOGY
A positive skew indicates an overrepresentation in a category among redbull.com & redbull.tv & redbulletin visitors compared to the people in the Red Bull DMP database globally, unless specified otherwise. For each category, the margin of error is shown as grey bar. Skew bars fully denoted in grey have a margin of error that exceeds the skew value and are not significant. Skew & index analyses are used when the goal is to highlight the characteristic of an audience that differentiate it from a general population.
INDEX:
The % overrepresentation tells you that a user is X% more likely to fall into a certain category than the average online user (Turn database). Alternatively, the overrepresentation can be represented by an index - a statistical value reflecting quality or quantity compared with a standard or base value. The base equals 100 and the index number is usually expressed as 100 times the ratio to the base value. A positive skew of 100% for ex., is an index of 200, i.e. users are 2 times more likely to be male than female.
Data collection: Red Bull audiences are built on 1st party cookie data, matched against 3rd party audience data via Red Bull DMP (powered by Turn). The 3rd party data is based on declared, inferred or modeled data, captured from both online and offline data sources. 3rd party data provider is available upon request. Data extraction time period: August 2016 – September 2016