Soft play toys & games Suffolk & Lowestoft Key findings We can see that both the county as a whole and our print & digital audiences are more likely to not only buy children’s’ products, but they are more likely to have bought soft toys/games in the last year too. We can also see from the Quantcast data that our online audience are actively looking for children’s products and content – they are more likely to be developing families than average and they are more likely to consume children, toddler, toys and parenting content than the average internet user. Simply, our Suffolk residents are more likely to have children who are under 5 years old and our audience are more likely to engage with children’s related content. *Source – TGI Q4 2019 Our EADT newspaper readers Children • 25% have children in the household Toy buying in the last year • 9% (that’s 3,000 individuals) have bought soft toys/games in the last year • 10% (that’s 3,000 individuals) have bought pre-school toys in the last year – that’s 12% more likely than average Demographics • 66% are married/living as a couple – that’s 14% more likely than average • 31% are separated/divorced – that’s 146% more likely than average • 23% work full time • Mean family income before tax of £32.3k (£33.5 is UK avg) • 18% work part time – that’s 24% more likely than average • 46% are retired – that’s 92% more likely than average • 70% own their home – that’s 20% more likely than average Suffolk residents Children • 31% have children in the household – that’s 9% more likely than average • 10% (that’s 60,000 adults) have children aged 1 to 4 years in the household – that’s 18% more likely than average • 30% (that’s 118,000 individuals) have grandchildren – that’s 27% more likely than the UK average Toy buying in the last year • 11% (that’s 65,000 individuals) have bought soft toys/games in the last year • 10% (that’s 61,000 individuals) have bought pre-school toys in the last year – that’s 13% more likely than average Demographics • 68% are married/living as a couple – that’s 19% more likely than average • 10% are separated/divorced – that’s 17% less likely than average • 33% work full time • Mean family income before tax of £31k (£33.5 is UK avg) • 19% work part time – that’s 29% more likely than average • 25% are retired – that’s 3% more likely than average • 62% own their home – that’s 7% more likely than average
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