TrafficVance – Demographics & Tips
By on Mar 05, 2010

Disclaimer: All stats in this post are TrafficVance estimates.

TrafficVance is growing at rates too big to ignore, flexing their muscles with 40-50MM unique users.

I’ve been running with TrafficVance since 2008. I’ve always had the assumption (yes I was possessed by the assumption devil) that TrafficVance would be heavily skewed towards younger demographics. My thinking was that it was the tweens and teenagers downloading all adware since it was usually packaged with games. I was wrong…

Below is the TrafficVance breakout of age groups:

demographics traffic vance

Although stats for people 17 and below are not included in this pie chart. I got confirmation that the vast majority of TrafficVance users are within the 25-44 age bracket. Around 60% of users are between 25-44. This explains why auto insurance, education, credit repair and submits (Walmart, Target, Best Buy, groceries and Dell) are the offers killing it on TrafficVance.

demographics traffic vance income

There is a large percentage of 100k+ household income users that are often overlooked. The most attention is given to users in the low income bracket. There is potential to make waves with golf, wine, and travel offers etc.

ONLINE USAGE:

  • 70% are online every day

This stat is extremely important. Pay attention to your “individual user cap“. So many people just ignore this feature. You are losing a lot of money if you have set it to the default 24hrs.

EDUCATION:

  • 54% have some college or higher.

FAMILY STATUS:

  • 63% are married
  • 60% have children

ONLINE SHOPPING BEHAVIOR:

  • 70% shopped online 
in the last 30 days.

Good to know! That’s exactly why targeting checkout pages converts like David Beckham in the 90s.

TRAFFIC SHARE BY BID POSITION:

  • 1st – 35-40% of traffic
  • 2nd -25-30% of traffic
  • 3rd – 15-20% of traffic
  • However there are a lot of variables that can skew these stats. For example the amount of bidders or whether it’s a root keyword (credit as opposed to credit card).

If you ever get caught up in a bidding war and come out as the victor, let it simmer for a few days. Once you are stable at first place, slowly decrease your bids. You might find that the person you were bidding against has disappeared off the radar. The difference between bidding 0.02 and 0.04 is huge in terms of the outcome of a campaign.

Last note:

We all talk about distracting, shocking, and interrupting a user when using PPV. Next time you design a lander take a look at a color wheel like this and pick out opposing colors. Its a great start to get CTRs up.

PPV colors landing page

Comments (74)

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  1. manhattan70 says:

    Lorenzo, this info is huge..thanks for sharing dude!

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  2. Ad Hustler says:

    2010 Blogger Of The Year: Lorenzo

  3. Shaniqua says:

    this post is a gold mine. Thanks for sharing

  4. AffPortal says:

    Hey Lorenzo, so you say that the demographics information are estimates. Is TV the source of these estimates or a service like quantcast? I just want to try to get a bead on the accuracy of the information presented or if it's really a stab in the dark.

    Thx man, love the content btw… Corey

  5. Daehee says:

    Great info, thanks.

  6. Great post Lorenzo…Thanks!

  7. andrew wee says:

    Epic as always.

    kudos.

    next post, pricing formula and calculating optimal pricing strategies for ppv?

  8. Josh Todd says:

    Pinnacle Award for Blogger of the Year 2010 is in the bag. Step aside Murray.

  9. Lorenzo,

    Hey thanks for giving so much info on PPV. I'm currently implementing your strategies an adding my own twist to some of it!

  10. Brian says:

    Great info- would love to see an old ppv campaign detailed from beginning to end, especially the testing process!

    Placement testing, landers etc etc…

  11. Steve Jobs says:

    A useful blog post by an affiliate? SERIOUS MINDFUCK

  12. Darren says:

    Who's ya Dadi?

  13. Great post Lorenzo… Thanks for sharing!

  14. Affexpert says:

    Hey man , great post. These stats will come very useful when planning new campaigns.

  15. PPC Icon says:

    Yet another insightful post, more info to cram into my brain.

  16. Man, that's some awesome info Lorenzo. I've been running some campaigns based on your data and I'm seeing some promising results with them. Thanks!

  17. Wes says:

    G Day Man!

    Good to see you blogging Lorenzo. Its been so long since I read blogs. Now I'll have a reason to read yours.

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  20. Belinda says:

    Hi, hi Lorenzo – great information. Do you have any similar data for MediaTraffic?

    Thanks, Belinda

  21. Carl says:

    Looking to run my first TrafficVance campaign. I Googled "trafficvance demographics" to get an idea of who I'd be advertising to. I was glad to see your articles as the 3rd and 4th results on the first page. You're providing a true service to us all, Lorenzo. Keep it up, bro!

  22. rongright says:

    I gather this is somewhat old post. I was trying to figure out what % of the traffic is women… Planning to promote some offers specific to women and will test it out soon. But does some one know if those offers work?

  23. ben says:

    you say not to leave the default user cap at 24hrs so what do you reccomend we set it to?

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  25. Martha says:

    TV & other CPV company bids are out of control. I am now using linksador but seem like traffic levels lower but no bid competition

  26. Carlton says:

    Great info thanks. Does anyone know the demographics for Media Traffic?

  27. Mark says:

    Wow! I think I just found my new favorite affiliate blog! Lorenzo you rock like a ROCKSTAR!

  28. Lorne Fade says:

    This post is full of win. Thanks so much for the demo's really helps me pinpoint my campaigns, you just made yourself a new reader. :D

  29. Greg says:

    Lorenzo – can you give an example of 'targeting checkout pages?'

    thanks!!

  30. Dino Vedo says:

    Nice demographics. So Traffic Vance is recommend over DirectCPV or any other ppv site?

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  33. ori says:

    Great post , loved the comment:
    "Good to know! That’s exactly why targeting checkout pages converts like David Beckham in the 90"
    I didnt understand the last comment though:
    We all talk about distracting, shocking, and interrupting a user when using PPV. Next time you design a lander take a look at a color wheel like this and pick out opposing colors. Its a great start to get CTRs up.

    DO you mean desiging a lander with an oppisite color to the publisher's lander?

  34. John Munch says:

    Great effort done, thanks for sharing the info with demo.

  35. PPC Setup says:

    Cool tip, I just opened my first Traffic Vance account and am going to run so wild landing pages (purple/yellow landers).

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  37. am going to run so wild landing pages (purple/yellow landers).

    DO you mean desiging a lander with an oppisite color to the publisher's

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    The difference between bidding 0.02 and 0.04 is huge in terms of the outcome of a campaign.

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