Doing a search on your demographic is not about looking at their age and potential interests. It has a lot to do with determining the subsection of your audience. This divides your audience to at least three sections.
Your primary audience is the immediate readers that will encounter your work. They are the ones you focus on. Don’t just look for superficial things when trying to access them. Spend a little more time and try to expand on an avatar’s background. An avatar is a template of the ideal reader. Look at these traits: age, country, occupation, and content they’ve engaged with before.
From those metrics, you can determine their interests, cultural background, average intelligence (level of education and content they engage with), and communication skills. All of these things are important because you need them to do two things efficiently: write and market.
Knowing their interests is almost a no-brainer. However, it still deserves a monitor because some creators forget they aren’t writing for themselves. Focus on what the audience doesn’t know. Make it your mission to answer their questions. Based on their technical background, communication skills, level of intelligence and cultural background you should be able to make a sound assessment of what they might and might not know.
It is equally important to know what they know. You don’t want to spend too much time dwelling on something your audience thinks is rudimentary knowledge. Your secondary audience is a group of individuals that will engage with your work based on the relation to your primary audience. Their characteristics are heavily based on your primary audience.