Composition is the number, or share, of those in the audience who have an attribute or trait. Expressed as a percentage, the percent Composition is the proportion of people in an audience who have a specific attribute value. It answers the question, “What percentage of my audience has these attributes?”
For example, you would interpret the insights above as follows:
- 57% of Millennial Moms belong to or access/consume information from Pinterest.
- 15% of Millennial Moms belong to or access/consume information from Reddit.
Changing Your Baseline
You learned in our Index article that when you change your baseline in an analysis your index will change. It is important to know that changing your baseline does NOT affect your composition. In our example below, you can see that the composition stayed at 57% when the baseline was changed.
This is because the baseline is not included in the calculation of composition. Composition is the percentage of people in your audience that have a particular attribute. Essentially, your audience is your baseline.
In our example, composition is telling you what percentage of Millennial Moms use Pinterest, not what percentage of the Online Adult Population is Millennial Moms that use Pinterest. Therefore, changing your baseline, from Online Adult Population to Moms for example, would not affect the composition calculation.