NIDirect is ranked #226,085 in the world according to the three-month Alexa traffic rankings, and visitors to the site view an average of 2.1 unique pages per day. Search engines refer roughly 33% of visits to this site. The site can be found in the “Government” category of internet sites. Relative to the overall population of internet users, NIDirect appeals more to users who are aged 25–35 and over 45; its audience also tends to consist of childless women browsing from home.