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.

Download the Essential Kids Short Credentials

View Essential Kids ad specs

Contact

Melissa Brombal
Brands and Audiences Specialist, Life Media
+61(02) 9282 1981 Email Melissa Brombal

Total digital readership

  • Unique Audience
    723,000
  • Page Views
    2,189,000
  • Time Per Person (hh:mm:ss)
    0:03:50
Source: Nielsen Digital Ratings Monthly | Aug 2016.

Desktop readership

  • Unique Audience
    342,000
  • Page Views
    538,000
  • Time Per Person (hh:mm:ss)
    0:02:17
Source: Nielsen Digital Ratings Monthly | Aug 2016.

Smartphone readership

  • Unique Audience
    268,000
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.