The rankings do not show which websites have the actual highest traffic numbers (ie total number of unique browsers) of this demographic, but instead show which websites have the highest percentage of their traffic consisting of people who have made a purchase online in the last two months.
For example, cio.co.nz is the number one ranking because 63.6% of its unique browsers meet the demographic requirement, but their total number of matched unique browsers equals 2,825. geekzone.co.nz on the other hand are ranked 8th with 54.9% of its unique browsers that meet the demographic requirement but their total number of matched unique browsers equals 49,421.
It is interesting to see that many of the websites in the top ten offer transactional services from internet banking to the purchasing of products online, as well as a number of technology websites.
