I came across this really interesting talk on TED by Johanna Blakley that argues the old demographics to understand audiences are becoming harder to track online. I found it a surprise to see that women actually dominate social media. Johanna points out it is important to know what people like to do in their free time for entertainment as it can tell a lot about people- political beliefs, health etc. I think it can be vital to new businesses starting out to see what people are interested in rather than categorising them into boxes such as age, sex, martial status as it can tell you so much more.
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