I shot an advertisement with the Lumia marketing team last week. The experience was incredible, and I gained invaluable insights into how professional marketing works. I still think Microsoft (at least in the general sense) has a ways to go before they can match the likes of Apple and Samsung when it comes to marketing, but fan engagement spearheaded by the higher ups at Xbox represent the grass roots of a PR renaissance for the company.
A friendly chap from Lumia named John expressed interest in the demographics of our readership here at ICXM/XboxMAD, as I told him we intend to cater for fans of Microsoft as much as Xbox. I dug around in our analytics platform and thought they might make for some interesting viewing!
Mobile Usage
Naturally, the Lumia team were interested in what sorts of mobile users make up our readership, and Nokia/Microsoft hold their own firmly in a world dominated by Android – but the winner might come as no surprise.
Apple’s iPad/iPhone combo is the clear winner when it comes to browsing ICXM on the go, followed by Android as expected – but Windows Phone users defy international demographics to make up just under 16% of ICXM users. There’s quite an impressive amount of PSVita users browsing ICXM as well. Shout out to those guys!
OS breakdown
When it comes to overall usage however, Windows dominates.
I was somewhat surprised to see Linux and Xbox on almost equal footing when it comes to OS usage. According to Analytics though not a single PS4 has been used to browse ICXM/XboxMAD. 🙁 – (although it might just be poorly tracked by Google… maybe). PS3s and PSVita’s combined cannot hold their own against Nintendo Wii’s 0.16%. I felt a twinge of sadness for Nokia’s outmoded Symbian OS, which has only been used to browse just 4 times. A moment of silence.
Location
As an English site, its no surprise that the US/UK/Canada/Australia make up the bulk of ICXM traffic. The US is naturally at the helm with 46%, followed by the UK at 24%. Germany is the first non-English country, followed by various other affluent Western European nations. War torn Syria even managed to land a few hits on ICXM.
Interestingly, when you break the stats down by city – London is our 1#, followed by New York. ICXM is also popular in Baltimore, Los Angeles and Toronto… but not as popular as mine and Liam’s home towns (most of those hits are the result of frantic spelling error corrections).
Gender
And finally… guess what? ICXM is a sausage fest.
ICXM in February generated a readership of around 40,000 unique people across 70,000 page views, beating January by roughly 10,000 people to become our best month yet. We’re going for 1#. Hopefully we pick up some more female readers along the way…
If you have any other stats requests hit the comments and I’d be happy to oblige.
^Jez (@MSFTY)
Jez C (MSFTY) is a games journalist, Executive Editor at Windows Central. They contributed 39 articles to ICXM in 2015, focused on game reviews, Windows and PC, and Xbox news: now leads Xbox coverage at Future plc’s Windows Central as Executive Editor.