What to make of Quantcast

How trustworthy is it? Where is the demographics come from?

[gdjones83]

Hi all,
I've been asked by my boss to start using Quantcast as a way of getting some new statistics on our site. Personally I hadnt heard the site and so I'm naturally a little wary of it. I thought I'd ask you guys if you had any experience with it. I've read through their pages in an attempt to find how they gain information such as age, ethnicity, education level of the head of the household. The best i can get from their faq's is that they use a small proportion of the country's public and then use that to gauge the rest of the population's behaviour. This still doesn't explain to me how they know what the average household income is for my visitors.

Can anyone shed any light on this? Do lots of you guys use this site and respect it's data?

Any thoughts or insight would be appreciated.

Thanks

Gareth.

[edited by: Receptional at 11:01 am (utc) on Feb. 3, 2008]
[edit reason] No urls please [/edit]

[shorebreak]

As I understand it, they have a panel of people for which they *do* have exact data (household income, age, etc) and then they compare that panel to nationwide data provided by the U.S. Census Bureau so they can make educated estimations on the traffic for any one particular site in their measurement network.

[goodsite]

I think quantcast only count US traffic.