International Commerce International Marketing Internet Advertising Internet Economy Internet Media Internet Prod. Commentary Online Advert. I prefer to look for contextual fits for a client's product, rather than depend on a syndicated study's assessment of a site's demographic composition. I've been seeing more and more planners use these studies to justify a buy, and it really bugs me. Here are my problems with using syndicated audience research on web sites.
Web users make different uses of the sites they visit.
Almost all demographics are represented on the web. We consume information differently via the web than we do via magazines or television shows. I didn't think so. The web is the ultimate narrowcasting medium. It is a giant collection of niche interests.