To help clients gain a deeper understanding of age and household income insights, we have added an estimated mean and median to our Audience Introduction and Demographics Reports. This new addition will arm you with more granular demographic insights to use in market research, media planning and advertising sell-throughs. Navigate to the Audience Introduction and Demographics Report in our Reports tab in the Intelligence Center to view these new metrics.
Audience Introduction Report
Note: The mean and median age and HHI will only be displayed for audiences that have reportable insights across all age and HHI ranges. If an age or HHI value is too small to be reportable, the report will not display the mean or median data. See example below.
How are means calculated?
Means are calculated using the midpoint of question answer ranges, where the midpoint is defined as the average of the upper and lower limits of that range. When the top range is open (e.g., age 65+), the midpoint is calculated assuming the top range is the same size as the previous question answer range.
How are medians calculated?
Medians are calculated using a summation process to reach the value at which 50% of responses are higher and 50% are lower. When calculated based on question answer ranges, medians are calculated by considering the required proportion of the range within which the median value (50%) falls. When the top range is open (e.g., age 65+), the size of the top range is defined to be the same size as the previous question answer range.