BRAND OVERVIEW
Essential Kids is the older sibling of the well known Essential Baby website. It launched into the market in September 2011, creating a new environment for our growing audience to find information for every stage of their child’s development.
With the success of Essential Baby focusing on content for mums with children 0-4 yrs, Essential Kids provides that next step with content focused on mums with kids 4-12yrs.
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Total digital readership
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Unique Audience723,000
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Page Views2,189,000
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Time Per Person (hh:mm:ss)0:03:50
Source: Nielsen Digital Ratings Monthly | Aug 2016.
Desktop readership
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Unique Audience342,000
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Page Views538,000
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Time Per Person (hh:mm:ss)0:02:17
Source: Nielsen Digital Ratings Monthly | Aug 2016.
Smartphone readership
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Unique Audience268,000
Source: Nielsen Digital Ratings Monthly | Aug 2016.
Demographics
Gender
30% Male
70% Female
Age
- 23% 14 to 29
- 32% 30 to 44
- 31% 45 to 64
- 14% 65 Plus
Social Grade
- 29% Social Grade A
- 22% Social Grade B
- 20% Social Grade C1
- 15% Social Grade C2
- 14% Social Grade DE
Income
- 12% Less than $40,000 per year
- 19% $40,000-$79,999 per year
- 18% $80,000-$119,999 per year
- 23% $120,000 or more per year
Lifestage
14%
S.I.N.K.S
17%
D.I.N.K.S
38%
Families
19%
Empty nesters
Occupation
- 30% Managers
- 4% C-Suites
- 17% Business Decision Makers
- 5% Technical Trades
- 5% Community & Personal Services
- 10% Clerical & Administrative
- 5% Sales
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Aug 2016 | Nielsen Online Ratings Aug 2016.