As the Text Points Out, Advertisers Use a Combination of Quantitative

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The Answer is The profiles clearly show that the audience for each of the three food websites is very different.
In terms of audience quality, the three websites are very different. Taste.com.au attracts women who are in middle to lower socioeconomic groups, Australian Gourmet Traveller (AGT) attracts the highest socioeconomic group and its audience includes more males. Donna Hay Online attracts a slightly more youthful audience and perhaps significantly its audience show a preference for cooking at home and entertaining. Donna Hay Online is potentially a strong candidate for advertising of food ingredients.
In terms of reach, we refer to the number of unique visitors. Taste.com attracts the largest number of site visitors, followed by AGT and Donna Hay. However, the other information provides more detail about how site visitors actually use the relevant sites. The number of page impressions provides information about how much of the content site visitors actually view. Visitors to Taste.com traverse approximately 15 of its pages while visitors to AGT and Donna Hay view an average of 6 and 8 pages respectively.
The data also tells us that visitors to Donna Hay remain on the site for longer with an average duration of 7 minutes. This suggests that visitors enjoy the site and for advertisers it means that there are more opportunities for site visitors to notice any advertising messages. On the other hand, visitors to Donna Hay only remain on the site for 3 minutes, which might suggest that they use the site to locate specific content such as recipes and then leave. For an advertiser this could suggest that there are fewer opportunities for site visitors to notice the advertisement. Of particular concern is that Taste.com does not provide information about session duration. Most advertisers are sceptical about sites that fail to provide this type of basic information. While we can only speculate as to the reason for this oversight, it may suggest that the average duration is well below industry averages, which in turn might suggest that visitors rapidly click through this site on their way to something else. In the trade, average duration on site is also known as "site stickiness." When site stickiness figures are low, the site is not generally seen to be a great avenue for advertising.
After evaluating all this information, no clear website emerges as a favourite. Taste.com commands the largest audience, AGT attracts a demonstrably up- market audience who spend a lot of time on the site while Donna Hay visitors seem to view more pages while they are on the site, possibly while searching for recipe ideas. Each site has its strengths and weaknesses. To make final decisions, the advertiser might also consider the relative cost of each website and the advertising options available.
Students should note that the data presented in the table is authentic and was collected from News Limited and Donna Hay in August, 2012.

As the Text Points Out, Advertisers Use a Combination of Quantitative

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