This is a good question. None of this data is available from the book itself. We've invested a lot of effort into our analytics backend, and our ability to derive demographics info from a very small amount of uniquely identifying information on the eReader or multi-purpose device.

There are a few reasons why we're not explaining how we get all of the demographics and insights data shown on our dashboard, but we can vouch 100% for its accuracy, and it's all data that is publicly available.