Twitter unveiled a new analytics tool that provides marketers with a deeper understanding about the people interacting with them on the social network

The tool called Audience Insights, can provide information about a variety of characteristics, categorized into demographics, interests, lifestyle, purchasing behavior, TV viewing behavior and mobile footprint.

The dashboard also helps you decide how to target potential customers on Twitter like you can learn about what products they’ve recently purchased, their favorite trends or what types of shows they watch on TV.

Audience Insights are available to any advertisers or analytics users. Although Twitter-specific information is only provided in the US, the company says it will roll that feature out more broadly in the coming months.

To see information about your own audience go to and selecting Audience Insights from the Followers menu. Alternatively, go to and click on Followers.