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.