Tuesday, August 19th, 2014

The number of Australians 14+ visiting women’s lifestyle website Mamamia.com.au in an average four weeks has quadrupled in less than two years, the latest web audience figures from Roy Morgan Research show. 

In the year to September 2012, 157,000 people visited the site within an average four week period. But the website now reaches 635,000 visitors in an average four week period, audience figures for the year to June 2014 show.

Between March 2013 and March 2014 the site’s growth averaged almost 30% per quarter—nearly tripling the audience in a single year. Although growth has slowed in the latest quarter, with a 13% increase in audience, Mamamia may still have some way to go before reaching its full potential audience.

Number of Australian visitors (aged 14+) to Mamamia in an average four week period:

Source: Roy Morgan Single Source (Australia), October 2011 – June 2014. Average annual sample = 50,325 Australians 14+

Most of Mamamia’s audience (59%) lies in the top two (AB or C) socio-economic quintiles, and the majority of visitors are university-educated and employed. Around 286,000 of the 635,000 visitors to Mamamia In an average four weeks are women aged 25-49 (45%), often married or de facto with young children.

Helix Personas, Roy Morgan’s insightful audience profiling tool, can be applied to lifestyle publications whether print or online. Helix shows that urban, high-earning and trend-setting Metrotechs are over 70% more likely to visit Mamamia than the average Australian. Segmenting further, we see that Fit and Fab and Social Academics are particular fans, with over 10% of each Persona visiting the site in an average month.  

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Created by former magazine editor Mia Freedman, the Mamamia website has successfully taken a magazine sensibility into the digital space. Despite its digital presence, Mamamia still needs to take into account the learnings of the hardcopy print world, which is that audience loyalty, growth and ability to monetise that audience will be very much integral to their success. Roy Morgan’s new Audience Dollar Value metric for valuing audiences could well be very helpful!

To capitalise on the increasing reach of the internet, many magazines have developed multi-platform content strategies to reach a larger audience. Among the glossies, Vogue Australia leads the way in evolving its content across platforms as the only magazine brand where digital audience (421,000) exceeds the print readership (316,000), with the result that it is maintaining total audience numbers overall.

“Roy Morgan Research’s Single Source data is the multi-media audience measurement currency used by the Australian media strategy, planning and buying agencies, telecommunications, financial services and automotive brands.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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