Mumsnet
A UK parenting community with forums, advice and product reviews.
Mumsnet at a glance
Mumsnet is a social media website and one of the most visited sites in United Kingdom, currently ranked #194 in the country. It was founded in 2000 by Justine Roberts, Carrie Longton and is headquartered in London, UK. Today Mumsnet is owned by Mumsnet Ltd. Our estimates put its audience at ≈ 30 million visits per month. The business earns money mainly through digital advertising, sponsored content. Its closest rivals include netmums.com, which.co.uk, babycentre.co.uk.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 28.2 million / month | +2% |
| Q2 | ≈ 29.1 million / month | +3% |
| Q3 | ≈ 30 million / month | +3% |
| Q4 | ≈ 31.8 million / month | +6% |
Traffic sources
- Direct76%
- Organic search13%
- Referral6%
- Paid3%
- Email2%
Audience & demographics
- Men52%
- Women48%
- Age 18-2430%
- Age 25-3429%
- Age 35-4420%
The audience is concentrated in United Kingdom, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United Kingdom86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 9 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United Kingdom
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| mumsnet | 1 | Very high | Dominant |
| login | Top 10 | High | — |
| sign up | Top 10 | High | — |
| download app | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United Kingdom web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 88% mobile
- Position in country
- Among the leading social media apps in United Kingdom
Company information
- Website
- mumsnet.com
- Sector
- Social Media
- Owner
- Mumsnet Ltd
- Owner type
- Private company
- Founders
- Justine Roberts, Carrie Longton
- Founded
- 2000
- Headquarters
- London, UK
- Employees
- 50+
- Ownership
- Mumsnet Ltd controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $20 million annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $20 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Mumsnet operates a social platform focused on United Kingdom. A UK parenting community with forums, advice and product reviews. Revenue comes mainly from digital advertising, supported by the other lines listed below.
- Digital advertising
- Sponsored content
Products & services
International presence
- Primary market
- United Kingdom
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United Kingdom)
- #194 in this index
- Sector rank
- Leading social media site in United Kingdom
- Global rank
- 3000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| netmums.com | ≈ 18 million / month | #195 class competitor | — |
| which.co.uk | ≈ 13.5 million / month | #196 class competitor | — |
| babycentre.co.uk | ≈ 9 million / month | #197 class competitor | — |
What is Mumsnet?
Mumsnet (mumsnet.com) is a social platform serving users in United Kingdom. A UK parenting community with forums, advice and product reviews. It ranks #194 among the most visited websites in the country in this index, within the social media category.
Who owns Mumsnet?
The site is operated by Mumsnet Ltd, founded by Justine Roberts, Carrie Longton. The company was established in 2000 and is headquartered in London, UK. It employs around 50+.
Traffic and audience
Traffic estimates place Mumsnet at roughly 30 million visits per month, about 1 million per day. Around 88% mobile of sessions come from mobile devices, and visitors view about 11.4 pages per visit with an average session of 12 min.
How Mumsnet makes money
Revenue comes primarily from digital advertising, alongside sponsored content.
Competitors in United Kingdom
Its closest rivals include netmums.com, which.co.uk, babycentre.co.uk.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2000
Mumsnet is founded in London, UK.
- Growth phase
Expands its social media offering and moves to a mobile-first product.
- Today
Ranks #194 among the most visited websites in United Kingdom.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Very high daily engagement
- Strong creator and community ecosystem
- Free to use with broad reach
- Self-serve advertising for small businesses
Cons
- Moderation and misinformation criticism
- Privacy and data-use concerns
- Algorithm changes hurt organic reach
- Ad load increases over time
Key statistics
Frequently asked questions
Who owns Mumsnet?
Mumsnet is operated by Mumsnet Ltd. Private company structure, based on public filings and press reporting.
Where is Mumsnet headquartered?
Mumsnet is headquartered in London, UK.
When was Mumsnet founded?
Mumsnet was founded in 2000 by Justine Roberts, Carrie Longton.
How many employees does Mumsnet have?
Mumsnet employs approximately 50+ people.
What is Mumsnet's revenue?
Mumsnet's revenue: ≈ $20 million annual revenue (est.).
Who are Mumsnet's competitors?
Main competitors in United Kingdom include netmums.com, which.co.uk, babycentre.co.uk.
How does Mumsnet make money?
Mainly digital advertising, sponsored content.
Is Mumsnet publicly traded?
No — Mumsnet is not listed as an independent public company; it is operated by Mumsnet Ltd.
How many visitors does Mumsnet get?
Third-party estimates place Mumsnet at roughly 30 million visits per month, mostly from United Kingdom, with 88% mobile traffic.
Is Mumsnet safe?
Mumsnet is an established social media site founded in 2000 and ranked #194 in United Kingdom; use the official domain mumsnet.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsmumsnet.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited Kingdom and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos