Age Data is Now Available from the Gnip Audience API

Tuesday, 4 October 2016

The Audience API from Gnip helps you instantly understand the audience behind any topic, any conversation, any influencer, or any event on Twitter. Shortly after the product’s launch earlier this year a common question we heard from both our customers and the brands that they serve was: “How can we get user age data from Twitter?” Today we are pleased to announce that aggregate user age information is now available through the Audience API, making it the 11th demographic model available for audience analysis.

Twitter’s age models use a blend of several data sources. Many users provide birthday information in their profile settings. For those that don’t, we apply other proprietary signals such as the accounts that users follow or the Tweets they engage with. We’ve also evaluated the accuracy of our models with data from industry-leading third party partners in order to ensure they meet the needs of our customers.

Just as was the case with the Audience API’s 10 original user models, we worked diligently to protect individual user privacy throughout the process of surfacing aggregate age data. We are now able to share incredibly valuable data about the age clustering of any audience that you may want to explore on Twitter while simultaneously protecting against any one individual user’s information being revealed.

The new age data model is delivered with the same .01% degree of precision as the other Audience API models and it can be compounded with them to create complex queries such as “Interests by Age” and “TV Shows by Age”. Marketers will be able to use this new data to explore the age breakdown of any audience on Twitter so that they can create more effective campaign creatives and grow their businesses through improved user insights.

An example of how this data is presented from the Audience API can be found in a sample query that we ran against the followers of the @broncos handle, the official Twitter account of the Super Bowl 50 Champions, the Denver Broncos. A sample JSON return of the age of these users can be found below:

"ages_of_@Broncos_followers": {
"13 to 24": "29.2",
"21 to 34": "48.07",
"25 to 49": "65.87",
"35 to 54": "50.87",
"over 18": "95.27",
"over 21": "87.93",
"over 35": "53.0",
"over 50": "24.73"

Current customers of the Audience API will find the age model is available now, and you can start exploring the data today. New customers should contact their Gnip Account Manager or [email protected] to learn more about the how the Audience API - now with age data - can help you address your most pressing customer challenges!