What are the audience demographics on my site?

According to Alexa, the visitors to my site are:

Audience Snapshot

Based on internet averages, heidiallen.id.au is visited more frequently by females who are in the age range 35-44, have children, are graduate school educated and browse this site from home.

Go figure, and yet the majority of my work comes from a very different demographic (men in the 40-55 age group).

alexa demographic heidi allen

My top most high impact search query?

Google Profile Heidi Allen

None of the above I would have predicted, goes to show stats are more reliable than gut feel and your readers may not be who you think.