Gender This site Total online
Male 47% 52%
Female 53% 48%
Age This site Total online
14-24 33% 24%
25-34 18% 21%
35-49 31% 30%
50+ 18% 24%
Socio-economic scale This site Total online
AB quintile 25% 29%
C quintile 26% 24%
D quintile 23% 20%
E quintile 13% 16%
FG quintile 12% 11%
Education This site Total online
Primary school 1% 1%
Some secondary/tech 16% 14%
Intermediate/form 4/year 10 8% 10%
Form 5/leaving/year 11 7% 6%
Finished tech./matric/HSC/year 12 17% 18%
Some/now at university 19% 14%
Have diploma or degree 32% 36%
Employment This site Total online
Employed full time 42% 47%
Employed part time 20% 21%
Not Employed 39% 32%
Occupation This site Total online
Professional/manager 19% 21%
White-collar workers 29% 26%
Skilled workers 4% 7%
Farm owner 0% 1%
Others (incl. semi/unskilled) 9% 12%
Income This site Total online
Under $10000 32% 28%
$10000 to $19999 14% 13%
$20000 to $29999 12% 13%
$30000 to $49999 27% 23%
$50000 to $69999 7% 13%
$70000 or more 7% 11%
Marital status This site Total online
Married/de facto 45% 56%
Single 55% 44%
Parents of children under 16 This site Total online
Parents of children in household 26% 31%
Parents with children 0-2 years 6% 9%
Parents with children 3-5 years 6% 10%
Parents with children 6-8 years 5% 9%
Parents with children 9-11 years 9% 10%
Parents with children 12-15 years 13% 13%
Home ownership This site Total online
Own home 33% 34%
Paying off 33% 38%
Rent home 32% 27%
Grocery buying This site Total online
Main grocery buyer 50% 54%
Sometime grocery buyer 33% 30%
Non grocery buyer 16% 16%

The first column of figures refers to the demographic profile for this site NineMSN. The second column is for comparison purposes, showing the demographic breakdown for Australia’s total online population.