Digg

Digg is the #3 referring source of audience traffic to the New York Times; Digg-referred users are the only partners that the Wall Street Journal allows to read full articles without subscriptions. (Digg internal data, 2008 - http://advertising.microsoft.com/advertise/digg)

Digg consumers are influential professionals who are active online.

Gender
* 76% are Male
24% are Female

Age
* 74% are 18-49 (Index 138)
* 41% are 18-34 (Index 220)
* 17% are 18-24 (Index 301)

Income
* 51% have a household income of $75K+ (Index 116)
* $85k average HH income

Education
* 87% any college (Index 111)
* 38% college grad (Index 133)

Occupation
* 44% are professional/managerial (Index 135)
* 75% are employed full-time or part-time (Index 114)
* 8% are students (Index 286)

Influencer Activity
* 45% any decision maker/influencer (Index 168)
* 49% advice - give/seek (Index 304)
* 65% product reviews – seek/post (Index 373)
* 22% online shopping – provide frequent advice (Index 306)

Online Usage
* 99% online 5+ times per week (Index 129)
* 90% 7+ years online (Index 130)

Index data is provided to give a basis for comparison to the general adult online population. An index of 100 is average; above 100 is above average and below 100 is below average. (Source: @plan, Summer 2008 - http://advertising.microsoft.com/advertise/digg?tab=profile)

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