are the key household purchase decision-maker
Pureprofile & Mamamia State of Women Study, Jul 2024, N=456
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The audience
Reach the woman who decides.
Mamamia reaches the women who make Australia’s household purchase decisions. What she hears here, she acts on.
9.7M
Australians reached every month
63%
have bought a product after discovering it on Mamamia
#1
most trusted women’s digital publisher
44%
Earn $200k+
Household income
39
Average age
vs 48 for all Australian women
83%
Own their home
Mortgage or outright
71%
Are parents
Mums and young families at scale
Decision power
She makes the call.
From the weekly shop to the family holiday, the spend runs through her.
are involved in household financial decisions
Mamamia & Squad Audience Survey 2024, N=210
control all of the household grocery decisions
Mamamia Audience Survey 2024, N=210
are the key decision-maker for the family holiday
Mamamia Travel Study, Oct 2023, n=262
average weekly grocery spend, 1.17× the national average
Mamamia Audience Survey 2023–24, N=956
Trust into action
When Mamamia talks, she acts.
Our connection with women leads to unrivalled trust for our brand partners.
54%
have told someone about a product after discovering it on Mamamia
9 in 10
listeners of The Spill watch the shows recommended on the podcast
71%
say the car is their number-one place to listen: her undivided attention
52%
find Mamamia Out Loud more trusted than the nearest commercial radio show
Mamamia Annual Audience Survey (Mar 2025, N=1,044); Pureprofile & Mamamia Study (Dec–Jan 2023); The Spill and Auto audience studies, 2023–24.
By generation
She gets more powerful with age.
By life stage
One buyer, every life stage.
At peak spending power.
Career and family decisions at once, and she researches every one.
83%Primary household purchase decision-maker
$200+Weekly household grocery spend
67%Calls her spending reasonable and practical
Sources: Mamamia Annual Audience Survey (Mar 2025, N=1,044), Pureprofile & Mamamia State of Women Study (Jul 2024), Mamamia & Squad Audience Survey 2024, Mamamia Travel Study (Oct 2023), and Mamamia Brand Tracker (May 2025). Figures are Mamamia proprietary audience research.
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Send us a brief and our partnerships team will come back within one business day.