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.
Total digital readership
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Unique Audience546,000
-
Page Views1,770,000
-
Time Per Person (hh:mm:ss)0:04:04
Source: Nielsen Digital Ratings Monthly | Nov 2016.
Desktop readership
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Unique Audience305,000
-
Page Views398,000
-
Time Per Person (hh:mm:ss)0:03:18
Source: Nielsen Digital Ratings Monthly | Nov 2016.
Smartphone readership
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Unique Audience164,000
Source: Nielsen Digital Ratings Monthly | Nov 2016.
Demographics
Gender
34% Male
66% Female
Age
- 19% 14 to 29
- 34% 30 to 44
- 32% 45 to 64
- 14% 65 Plus
Social Grade
- 29% Social Grade A
- 22% Social Grade B
- 18% Social Grade C1
- 16% Social Grade C2
- 14% Social Grade DE
Income
- 13% Less than $40,000 per year
- 18% $40,000-$79,999 per year
- 16% $80,000-$119,999 per year
- 25% $120,000 or more per year
Lifestage
14%
S.I.N.K.S
14%
D.I.N.K.S
38%
Families
20%
Empty nesters
Occupation
- 27% Managers
- 4% C-Suites
- 18% Business Decision Makers
- 7% Technical Trades
- 5% Community & Personal Services
- 9% Clerical & Administrative
- 5% Sales
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Nov 2016 | Nielsen Online Ratings Nov 2016.