As part of our monthly Verto Glossary series, we define an industry- or Verto-specific term, in an effort to make our content and the consumer-centric measurement more useful and easier to understand. Last month, we discussed unique users. This month, we turn our attention to understanding reach, and its importance in understanding the influence or popularity of a given website, service, or app.
The reach of a given digital property is the proportion of a given population that accesses it within a specific time period. For example, we calculate monthly reach by taking the number of a digital property’s monthly unique users divided by the total size of the online population for that month. For Verto Analytics data, our reach numbers measure the cross-device reach among U.S. adults, ages 18 and above (unless otherwise indicated).
For example, in our most recent Verto Index on Social Media, our data showed that Facebook had a monthly reach of 93%, which means that 93% of the U.S. adult online population accessed the Facebook app or website at least once during the month of September 2017 (the time period over which we gathered data). We include reach in each of our monthly Verto Indexes because this metric is a key component to understanding the influence or importance of that property, especially compared to its competitors. It also helps paint a picture of the overall market penetration by that property.
Reach can also be determined by device or demographic segments. For instance, mobile reach is the number of monthly unique users who have used a given digital property on a mobile device (such as a smartphone or tablet) divided by the total number of mobile device users (again, for Verto Analytics data, we calculate this based on the corresponding population of U.S. adults ages 18 and above). However, you can also use this methodology to calculate the reach of a given digital property among specific populations, such as women between the ages 25-34, or all mobile device users who live in the state of California.