Additional Information


Content

New mothers dramatically increase digital media usage

Women's use of digital devices increase dramatically when they become a new mothers, according to a report by BabyCentre.

BabyCentre: commissions digital usage report

BabyCentre: commissions digital usage report

Share this article

Research from BabyCentre, the online and mobile resource for new and expectant mums, suggests that mothers spend 35% more time online than the general population.

Internet usage after becoming a mother increases by 45%, email by 31% and mobile by 28%, according to the survey. On the flipside, magazine readership declines by 55%, while TV viewing slumps by 36%.

The smartphone quickly becomes the mother's significant other: 36% of women purchase a smartphone as a result of becoming a mum, while 59% of mothers called it their "do-everything device".

Respondents said they feel more guilty (+186%), rushed (+121%), and stressed (+39%) when shopping compared to how they felt pre-children. As a result of this shift, 62% said they prefer to do all their shopping online.

It is not just media consumption habits that change when children arrive: 68% of women change their purchase criteria for everything, including clothing, beauty products and cars.

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

TT not PC External website

by Ian Moore, 23/11/2014

 

Beer monsters External website

by Greg Taylor, 21/11/2014

 

Back to top ^