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
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
Latest jobs Jobs web feed
- Online Sales Manager Ultimate Asset £25000 - £35000 per annum + Excellent Commission Potential, London
- Agency Sales Manager Ultimate Asset £23000 - £27000 per annum + Amazing benefits, London
- Agency Account Manager Ultimate Asset £27000 - £30000 per annum + Excellent Commission Potential, London
- Account Managers and Executives Needed Ultimate Asset £23000 - £25000 per annum + Excellent Benefits, London
- Commercial Head of Branded Content-Established Digital Business Ultimate Asset £65000 - £76000 per annum + bonus and huge benefits , London
- PPC Senior Executive - Big Brand - PPC Ultimate Asset £23000 - £28000 per annum + Amazing Benefits, London