A system and method provides web site proprietors with demographics information about the users who visit their web sites, and provides web site visitors with incentive awards (i.e., points) in exchange for providing the demographics information and interacting with the web sites in a predefined manner. Users complete a questionnaire designed to solicit various demographics data of interest to web site proprietors. A profile is then associated with user identification information and stored on a server. The identification information is also stored on the user's local device to identify the user on subsequent visits to participating sites. Users visit the web sites of one or more participating web site proprietors. In so doing the participating user will be awarded points that can be redeemed for products or services at a later date. The system automatically awards points to deserving users without requiring the users to manually leave the web site awarding the points. Periodically, the system develops a report for each participating web site proprietor providing a demographics profile of the participating users that interacted with the web site in predefined ways. The system also provides redemption sites where participating users can visit to convert the points accumulated into products or services.