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What is the Demographics View?

The Demographics view gives you a side-by-side snapshot of who’s in your audience and how they compare to another group. On the left, you’ll see charts describing your selected audience. On the right, you’ll see the same charts for comparison data. By default, this is the U.S. National Average, but you can change it to compare against a state, a city, or another audience you’ve built.

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Before You Begin

Before exploring the Demographics view, make sure you’ve already imported an audience list. You can do this using the Import Data button in the top-right corner of the screen. You can also use Audience Builder. If you want to compare two audiences against each other (instead of comparing your audience to a geographic area), make sure both audiences are already saved in Huckle.

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Reading the Page Layout

Every chart on this page appears twice — once for Your Audience on the left, and once for Comparison Data on the right.

• Your Audience (purple charts) shows the demographics of the audience you currently have selected. Just below the panel title, you’ll see a short description of that audience — for example, “100 Ohioans in their late 20s who really like dogs.”
• Comparison Data (gray charts) shows the demographics of whatever you’re comparing against. Just below the panel title, you’ll see what the comparison is — for example, “States: Colorado, Areas: Craig, CO.” If you haven’t chosen anything to compare against, this side defaults to the U.S. National Average.

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Changing What You Compare Against

The Compare to… button in the top-right corner of the page controls what shows up in the right-hand column. To change the comparison:

1. Click the Compare to… button. The number next to it shows how many comparison selections are currently active.
2. Choose what you’d like to compare against. You can compare to:
   • A state (for example, Colorado).
   • A city or area (for example, Craig, CO).
   • Another audience you’ve saved in Huckle.
3. The right-hand column will refresh to show the demographics of your new comparison.

If you don’t make a selection, HUCKLE will compare your audience to the U.S. National Average.

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The General Tab

The General tab is the default view. It shows five charts for each panel:

• Gender — A pie chart showing the share of Male, Female, and Unknown.
• Marital Status — A pie chart showing the share of Single, Married, and Unknown.
• Age Distribution — A bar chart broken into 18–24, 25–34, 35–44, 45–54, 55–64, 65–74, 75+, and Unknown.
• Homeownership — A pie chart broken into Homeowner, Renter, Probable Homeowner, Probable Renter, and Unknown.
• Education — A pie chart showing the highest level of education reached.

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The Financial Tab

Click the Financial tab at the top of the page to switch to the financial view. The page layout stays the same — your audience on the left, comparison on the right — but the charts now show:

• Income — A bar chart of household income.
• Estimated Home Value — A horizontal bar chart showing the estimated value of the home each person lives in.
• Estimated Net Worth — A bar chart of estimated total net worth.

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Exporting What You See

To save the current view, click the Export View button in the top-right corner. This downloads the charts on screen — including both your audience and the comparison side.

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