The Composition Index compares the composition of a demographic segment that is found within the audience of particular medium---online, application, magazine, newspaper, radio, TV, etc.---to the composition of that demographic segment within U.S. population.
For example, the composition of women 18-34 on the imaginary site QRS.com is 12%. Let’s say that women 18-34 represent 10% of the
The composition index (or, simply index) of 120 means that the QRS.com site has a composition of women 18-34 that is 20% higher than the composition of women 18-34 in the U.S. population.
If the index had been 100, it would mean that the composition of women 18-34 on the QRS.com site is the same as the composition in the U.S. population.
If the index was less than 100, it would mean that the composition of women 18-34 on the QRS.com website is lower than the composition of women 18-34 in the U.S. population.
See also Composition %.
Loopt promises to turn your mobile phone into a “social compass” that enables you to “connect with friends and get alerted when they are nearby,” “share your location, status and photos with friends and AIM buddies,” and “explore places and events recommended by friends.”
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