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Expat Living | Singapore| Media Kit 3
PRINT READERS
The typical
Expat Living
reader is an expat married mother, aged between 35 and 44. She has
lived in Singapore between four and five years, has a Dependant’s Pass and does not work.
Her husband works in Finance or IT on a local package and they have a monthly allowance
of $20,000 to $25,000.
She has two young children who go to an international school. The family plans on being here
for the foreseeable future.
She lives in a contemporary-style 1,000-to-2,000-square-foot condo with a monthly rental of
more than $6,000. She has a live-in foreign domestic worker.
Eating out takes place up to three times a week in casual restaurants, cafés or hawker centres
but the rest of the time the family has home-cooked meals.
The family takes between three to four holidays a year, booked on the internet directly with the
airline or hotel.
She prefers the print format of
Expat Living
and reads every edition, taking between one and
two hours to read it. Her husband and sometimes other female friends will read it. She keeps
it for future reference or cuts out useful information. She thinks positively of the magazine
and enjoys the home showcases and travel stories. She visits
expatliving.sgregularly and is
interested in finding information on holidays or activities with kids.
ONLINE READERS
82% of our online audience is based in Singapore and 18% view the website from overseas. The typical
online reader is British, Australian or Singaporean and female. She is aged between 24 and 44 and has
two children or less. She uses the website to find things to do, research recommendations on shopping,
restaurants and bars or for holidays. She shops online. She also engages with us through our newsletter
and accesses our website from her mobile phone when she is out and about.
The typical overseas reader is researching a move to Singapore and spends most time in the Singapore
Guide and Kids sections, but will also browse through recommended articles.
AUDIENCE / READERSHIP PROFILE
Highly affluent expatriates with large disposable incomes
Aged between 24 and 44 years
69%
expats and
31%
local
71%
have an average household income greater than S$240,000
62%
have children
79%
take more than three leisure trips a year
91%
eat out more than twice a week
59%
go to the cinema, theatre or another live events once a month
47%
spend between one and two hours reading the magazine
63%
either subscribe or purchase the magazine from a store
53%
read 8-12 issues per year
76%
female readers and
24%
male readers
91%
keep the magazine or clip out pages for future reference
Reader Profile