Our visitors
Consumers are spending their precious leisure time to attend the expo, so you automatically know that they are motivated. Our visitors are a self-selected audience who are serious about gathering information and are in active decision making mode about the products and services they need to purchase.
Our visitors are segmented by:
- First time expectant parents
- Parents with children that are expecting again and
- Parents with children aged 0 - 5 years
This market is very proactive in gathering information regarding their pregnancy or their children's health, growth & development. They are seeking new information or to validate their choices. They investigate and research services and products before they use them and are looking for guidance to ensure they are making the right choices for their needs.
This is particularly evident for 1st time expectant parents. With latest figures showing that 43% of births in Australia were to 1st time mothers, there has never been a better time to exhibit! The Pregnancy Babies & Children's Expo provides them with the ideal opportunity to source the best expert advice, parenting tips and product innovations, interacting directly with you to make informed choices.
Reaching your consumer base
2011 was, for many industry sectors, a challenge with financial and environmental obstacles creating barriers to success. For the Pregnancy Babies & Children's Expo and exhibitors, a staggering 71,543 adult visitors attended our Expo's - with an estimated total attendance of 109,872 (includes the thousands of children and babies that attend):
- Adelaide - 10,118 adults; 16,189 total approx.attendance
- Sydney - 16,378 adults; 26,204 total approx. attendance
- Brisbane - 16,958 adults; 27,132 total approx. attendance
- Perth - 12,128 adults; 19,405 total approx. attendance
- Melbourne - 15,961 adults; 23,942 total approx. attendance
Key insights
Through extensive independent research we know that on average*:
- 79% of adult visitors are aged between 25 – 39 years of age
- 39% are pregnant; 54% are already parents & 9% are trying to conceive
- 67% have one child; 16% two children & 9% three or more children; with a wide breadth of ages:
- 41% have a child under 12 months;
- 18% a child under 2 years;
- 29% a child aged between 2 – 5 years and
- 25% a child between 6 – 10 years - socio-economic dynamics representative of population
- Over 90% of respondents had seen the free ticket leaflets and 87% the Expo Planner
- The top 3 reasons consumer visited the expo were to:
- Gain information on products & services (73%)
- See new products (65%) &
- Sample products (64%)
- 69% of respondents had purchased a product from the Pregnancy Babies & Children's Expo within the last 12 months
- An estimated $13 million is spent at the expo's each year by visitors
- and purchasing products/services at the Expo is not in their top priorities in attending! - The Pregnancy Babies & Children's Expo consistently ranks in the top 5 main & valued sources of Nursery information for respondents:
- Internet (59%)
- Friends (54%)
- Brochures/catalogues (41%)
- Pregnancy Babies & Children's Expo (39%) &
- Family (39%)
- 33% of respondents had visited the Pregnancy Babies & Children's Expo on more than one occasion which indicates strong revisitation rates
- Research has shown that the Expo is highly effective at changing consumer behaviour, far beyond the event. Within the first 2 weeks following the expo, on average:
- 25% of visitors purchased a product/service, with a further 43% intending to purchase
- 32% of visitors recommended a product to others – results far exceed attendance figures
- 32% made further inquiries about a product/service
*Note: research conducted over multiple state Expo's, therefore averages have been collated. If you would like findings for a particular state, please do not hesitate to contact us.