Demographic audiences is a piece of the OnSpot technology that associates the MAIDs to household demographic and customer loyalty data. This enables OnSpot to provide geographic and demographic characteristics - including age, gender, financial information, interests, etc. to further enhance the value of those MAIDs. Due to how the data is sourced and aggregated and is not associated with a device observed at a location during a certain day and time.

You can create your geographic targeting within the following limits:

Within the same selection category, such as "Age", it is OR logic.

For example, 18-24 OR 25-39 OR 30-34.

Within different selection categories, such as "Age" and "Gender," it is AND logic.

For example, 18-24 AND Female AND One or more children in the household.

The Demographic report is based on household level data we can associate with devices observed at the location. We utilize the associated demographic profiles based on the household to display on the visual report. Demographic reporting comes from several different data points, including self reported (survey) data, web browsing, and shopping behavior. Note that the Demographic reporting is not based on individual devices, but includes the devices within the Household. For example, if a device is associated to a household and that household has 2 females and 1 male, those are the numbers used in the reporting. This is why the numbers displayed on the Demographic report are likely to be higher than the total device count in the audience.

Some colleges and universities have their own zip code which the USPS codes as non-residential when they (USPS) perform their address standardization. As they are not coded as residential zip codes, they are not included in the data received from our demographic data suppliers.