Introduction
Compass.info launched in November 2019 as a national digital knowledge hub to provide awareness, resources and links to services on the topic of the abuse of older people.
Purpose
EAAA recently engaged its technical partner Grade, to extend the standard analytics to provide demographic data on the Compass audience, what that demonstrated and how it will change Compass.info content and audiences.
The following was covered in the report:
- Analysis of total traffic breakdown by device and browser
- Analysis of total user demographics by state, gender, and age
- Evaluation of demographics within Organic Social and Organic Search traffic
- Performance of Compass in Google search engine results
Data analysed for this report outlines the period from May 2023 to February 2024, reflecting the time frame since the
activation of GA4 tracking on Compass.
Conclusions
- Compass audiences reflect population percentages by jurisdiction.
- NSW, Queensland, and Victoria have high user activity, while visitors from South Australia and Tasmania have longer engagement times.
- Over half of the audience are visitors aged 55 and older due to targeted social media campaign.
- Social Organic and Social Search traffic channels, female demographic is more prevalent than males.
- Distribution of users from Organic Search traffic channel is balanced across all age groups, including people aged under 34.
- Significant potential to raise awareness of elder abuse with cross sector workers and adult children by exploring additional SEO strategies to boost Organic Search traffic with new content.