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:
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.
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.
- 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.
- 54% have some college or higher.
- 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.
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.