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.