Who actually goes to South by Southwest and how is the makeup of those attendees changing?
That’s something we observers ask ourselves every year with imprecise measurements: Do torn jeans and leather jackets signify an incoming flock of SXSW Music performers? Does a sudden spike in racial diversity in downtown Austin mean it’s full SXSW Interactive season?
The advertising data firm Quantcast thinks it has some answers with an infographic it released on Wednesday in advance of South by Southwest, titled “Who Is Going To The SXSW Sessions?”
The company said in a release: “Quantcast, a global tech advertising firm with a rapidly growing presence in Austin, has cross-analyzed user search behavior on the SXSW site with other user search behavior to produce demographic profiles of who will be attending what at SXSW, what they’re into and where they’re most likely to be seen out and about in Austin.” The company says the data is based on a month of searches from late January to late February, about 150,000 queries.
Clare Hanson from the company will be doing a talk on “Programmatic” advertising at SXSW.
The infographic suggests that panel attendees are typically 45 and older with a grad school education. SXSW Interactive attendees, meanwhile, skew toward Asian ethnicity with $100,000 or more annual income, according to Quantcast.
As far as Interactive, it’s interesting to compare this with SXSW’s own demographics for the whole conference (PDF), which shows a 55/45 percent gender split male and female, 38 percent of registrants falling in the 24-34 age range and 54 percent of registrants being homeowners.
Does this sound accurate to you? Let us know what you think in the comments.
You can check out the full graphic below and maybe meet us at Juiceland this weekend.
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