With Kids or Without?

Media Metrix has used its Audience Composition metric to see what percentage of a site’s visitors come from households with or without children.

The audience composition measurement can be used to see what percentage of a site’s visitors belong to a specific demographic group. According to Media Metrix, Web sites aimed at kids and teens have a high audience composition, or high concentration, of users with children, while users without children represent a larger portion of the audience within sites that are not geared toward kids or teens (see table).

For example, nearly 90 percent of Nickjr.com’s visitors are from households without children, while sites not geared toward young familes, such as AARP.org, attract a larger proportion of visitors from households without children — more than 80 percent. Overall, more than 50 percent of the Web population consists of visitors in households with children ages 2-17.


Web Sites by Percent Audience Composition
April 1999
Children present No children present
Web site % Composition Web site % Composition
All domains 56.5% All domains 43.5%
nickjr.com 87.9 badpuppy.com 81.5
backstreetboys.com 86.9 aarp.org 81.5
pokemon.com 86.6 redherring.com 77.9
barbie.com 84.2 state.sc.us 75.9
nintendo.com 83.7 playboystore.com 74.8
nsync.com 83.4 gay.com 74.8
nick.com 83.0 mstrav.com 74.6
scholastic.com 82.0 clickrewards.com 73.4
seventeen.com 81.9 gay-space.com 73.2
kidsdomain.com 79.7 abc-web.com 73.1
lego.com 78.5 theonion.com 72.2
cheatcc.com 78.0 boystuds.com 71.9
hasbrointeractive.com 77.8 readersdigest.com 71.5
mamamedia.com 76.9 menonthenet.com 71.4
gameshark.com 76.9 webshopper.com 71.4
yahooligans.com 76.7 autosite.com 71.3
freevote.com 76.6 sfgate.com 71.1
smarterkids.com 76.5 boysonly.com 71.0
cartoonnetwork.com 76.2 gardenweb.com 70.1
game.com 76.0 pcflowers.com 70.0
videogames.com 74.7 fanta-seeroom.com 69.7
k12.mn.us 74.6 shopping.com 69.6
gurl.com sites 74.4 xxxmotel.com 69.0
crayola.com 74.1 state.gov 69.0
collegeboard.org 73.5 tsp.gov 68.4
Source: Media Metrix

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