Every year, we ask you, the Armed Intelligentsia, to take a little survey that gives us a better idea of how we’re doing as well as what really interests you. It lets us know if we need to make changes to the site and gives us some direction as to where to focus our content. And, yes, it gives us something to show off to advertisers to squeeze a little more dinero out of them for their spots on the site. But these results were so interesting (at least to this stats nerd) that I wanted to publish them and share them with y’all as well . . .
First things first: we had 1,778 responses. I wanted to shut it off at 1,776, but I was too late. In order to get a representative sample of our readership, we needed at least 600 responses. The first year we did a survey, getting a couple hundred responses was like pulling teeth. The second year, we had them after one or two quick reminders. This year, we had a representative sample before the next story was posted on the site. In short, thanks.
As to how we’re doing, that was the most important metric for me. And it blew my socks off.
NPS, or the “Net Promoter Score,” is something that we use at my day job to figure out how happy a customer is with the job we’re doing. The idea is that you’re only really doing a good job if your customers would recommend you to their friends and coworkers, spreading the word about your service.
A “world class” service has an NPS of 50. Last year, we scored 60. This year, we scored 72. In short, we’re doing something right.
But enough about us. What about you?
I’ve classified our readers into two groups: searchers and addicts. Searchers only read TTAG when something pops up in their Google results and sends them to our site. Addicts are just that — people who come back to TTAG again and again. And naturally, those are the people who saw the post about the survey and took it. So these results will mostly represent the opinions and the demographics of the addicts. Which would be you, if you’re reading this.
Of those 1,776 readers, the vast and overwhelming majority were men. The female readers (about 2%) cited the sexism that seems to be pervasive in certain members of the editorial staff’s posts as a reason why more women wouldn’t read the blog. Which explains the conspicuous lack of supermodel references recently.
As I expected, the biggest chunk of our readers are in the 18 to 30 year old range. It makes sense because this is the age of most internet users and video game players, who represent an increasing proportion of gun owners. But while the kids are an important chunk of our readership, the majority are above the age of 30.
The most surprising thing we found – or not, if your read the comments regularly – was that our readers are exceedingly well educated. Most of our readers have a college education of some sort, with an interestingly large proportion having had graduate level education as well.
As I had thought, the majority of our readers are desk jockeys — full-time employees with a desk job. My analysis has always been that most of our readers are people who are bored at work and want some entertainment, and that was pretty much on the mark.
You all don’t open carry. Well, the majority of you don’t. But it does seem like just about everyone carries a gun, albeit underneath some clothing for most.
Kudos to the brave souls that answered f**k the police to these questions, carrying where they don’t have a license. But the majority of TTAG readers have a concealed handgun license and put it to use on a near-daily basis. Based on this, I’m trying to steer us to have more concealed carry-based “Question of the Day” posts and reviews of applicable handguns. Stay tuned.
The other thing that will drive our content is the fact that most of you seem to be interested in hunting. Just about 2/3rds of you have either hunted or intend to hunt in the future, and that’s a category we don’t cover often enough. So I’ll be jabbing Tyler to crank out some more just as soon as he has some free time.
That about wraps things up. I’ve tried to contact the winner of the free book, but if they don’t respond in another 24 hours I’ll have to draw another name.