My earlier post on Digg Vs. NYTimes is similar to a recent post by HitWise on the same subject.  But Hitwise can get to data that no one else has such as the keyword data driving traffic to Digg vs. the NYTimes.

You could not come up with this kind or level of data from Alexaholic, Google Trends, Microsoft AdCenter or BlogPulse.  That the audience of Digg is different than the NYTimes was obvious - I need no advanced tools for prove that.  But things like ClickStream analysis fo traffic coming/leaving a site and the keyword traffic to a site I find are facination and invaluable.

"Firstly, Digg attracts a different demographic audience than the NY Times. For the four weeks ending 7/1/06, 26% of Digg’s users were in the 18-24 age bracket, while only 9.5% of NY Times users were in that age group. NY Times skews much older, with 34% of its users in the 55+ age group. Only 10% of Digg’s users were over 55 in that time period."

Most of this information I could derive from other, free tools.

"Secondly, Digg received 63% of its traffic from search engines during the four weeks ending 7/1/06, compared to 16% for the NY Times, and analysis of the actual terms reveal the differences in how people are using the sites. Very little of Digg’s search volume was navigational, indicating low brand recognition. Take a look at the top 20 search terms sending visits to Digg shown below, and you’ll get an idea of their audience - definitely young and tech focused. Half of the NY Times’ top 20 search terms in the same period were navigational terms like ‘newyorktimes’ and they accounted for 13% of its search volume. Other terms sending visits to NY Times in that period included ’star jones,’ ‘world cup,’ ‘tony awards’ and ‘obituaries,’ further demonstrating the wide gulf between Digg users and NY Times users"

But this information would not be easy to get anywhere else.