BRAND OVERVIEW
Reach a premium audience of over half a million* parents each month at Essential Baby, Australia's leading parenting community.
Founded in 1999, Essential Baby is a trusted source for advice and information for mums at all stages of their journey.
Highly engaged, our community of mums support and inspire each other via our popular forums, on social networks and on our informative articles.
The Essential Baby Parent audience**
- 87% household finance decision makers
- 25% more likely than the average Australian to buy make up or fragrances once a month or more
- 78% intend to travel domestically in next 12 months
- 27% more likely than the nearest competitor to apply for or change mortgage (investment properties) in the next 12 months
- 27% intend to purchase a new car in the next 2 years
- 60% own investment products with 16% having a total value of investments over $500,000
Key Stats
- Essential Baby has over 955,500 fans on Facebook^
- Essential Baby forums have over 260,000 members^^, with 3,000 parents online at any one time
- Essential Baby readers twice as long per page and session than other parenting sites~
Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Oct 2016, Nielsen Digital Ratings Monthly Oct 2016 ; ^ Facebook as at 20/12/16; ^^ Fairfax internal report as at 9/02/16
Total digital readership
-
Unique Audience729,000
-
Page Views5,272,000
-
Time Per Person (hh:mm:ss)0:04:36
Source: Nielsen Digital Ratings Monthly | Apr-17.
Desktop readership
-
Unique Audience361,000
-
Page Views1,056,000
-
Time Per Person (hh:mm:ss)0:05:24
Source: Nielsen Digital Ratings Monthly | Apr-17.
Smartphone readership
-
Unique Audience257,000
-
Page Views3,659,000
-
Time Per Person (hh:mm:ss)0:05:10
Source: Nielsen Digital Ratings Monthly | Apr-17.
Demographics
Gender
23% Male
77% Female
Age
- 24% 14 to 29
- 26% 30 to 44
- 34% 45 to 64
- 16% 65 Plus
Social Grade
- 24% Social Grade A
- 21% Social Grade B
- 18% Social Grade C1
- 19% Social Grade C2
- 17% Social Grade DE
Income
- 16% Less than $40,000 per year
- 20% $40,000-$79,999 per year
- 14% $80,000-$119,999 per year
- 20% $120,000 or more per year
Lifestage
16%
S.I.N.K.S
14%
D.I.N.K.S
33%
Families
23%
Empty nesters
Occupation
- 26% Managers
- 3% C-Suites
- 14% Business Decision Makers
- 3% Technical Trades
- 6% Community & Personal Services
- 10% Clerical & Administrative
- 6% Sales
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Apr 2017 | Nielsen Online Ratings Apr 2017.