About.com Visitors: The New Opinion Leaders

Demographic Highlights of About.com

  • Total Audience: 38 million unique visitors monthly
  • Male/Female: 37%/63%
  • Median Age: 42 years
  • Median Household Income:$70,175
  • College Graduate+: 61%
  • Professional/Managerial: 41%
  • Employed Full Time: 59%
  • Married: 67%
  • One+ Children in HH: 46%
  • Homeowners: 76%
Compared to the average online adult, About.com visitors are more likely to:
  • Seek/give advice online1
  • Provide frequent advice on household products
  • Post/seek product reviews online1
  • Research products for purchase for their home or work online1
Compared to MSN, AOL, and Yahoo, About.com has a stronger composition of:
  • Moms2
  • Adults seeking personal health care information online1
  • Entrepreneurs starting their own businesses3
  • Visitors planning a vacation online1


Source: @Plan (Winter 2007/2008)
1last 30 days
2Women with children in HH
3Next/last 12 months