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89% of babyworld readers live in the UK
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93% are female and 74% are aged between 25 and 44
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35% are pregnant
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69% have at least one child
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59% of babyworld readers are in paid employment
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54% have a household income exceeding £30,000
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The most commonly used form of childcare is grandparents (38%)
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81% shop over the Internet
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62% visit babyworld at least once a week
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They are overwhelmingly readers of the Sun and The Mail and on Sundays
of the News of the World, Mail on Sunday and the Sunday Times.
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When it comes to parenting magazines, Mother & Baby, Pregnancy &
Birth, Emma's Diary and Practical Parenting are the only publications
widely read by babyworld visitors.
