Wednesday, June 20, 2007

Europe's 'Digital Mums' at Home on the Web

Europe's 'Digital Mums' at Home on the Web

Some 62 percent of women with children 0-18 years old now regularly access the Internet across Europe - a growth of nine percent since 2005, according to research from the European Interactive Advertising Association, writes MarketingCharts (via NetImperative).
The first "Digital Mums Report," the latest in the EIAA Mediascope Europe series, reveals that 75 percent of the time digital mums spend online is for personal reasons and that online activities are becoming a valuable, everyday part of their busy lives.

Seven of ten digital mums - 70 percent - who use all media say the Internet provides what they want quickly and saves them time, and 46 percent say it helps keep them "ahead of the game," according to the EIAA.

The number of digital mums visiting technology websites has grown almost 50 percent since 2005; they are also using the Web as a resource for family health needs (an increase of 27 percent year over year).

The most popular online activity is researching and catching up via the Web - 59 percent regularly visit news sites, and 53 percent look for local information online.

Some additional findings from the EIAA report:

  • Age: Mums who use the Internet and have babies and/or very young children (0-4 years old) are more likely to visit family and kids websites (61 percent) and banking and finance sites (63 percent).
  • Shopping: Digital mums are more frequent online shoppers than women without children. 79 percent of them have bought items online, spending an average of 644 euros and buying 10 items in just six months.
  • Entertainment: There has been a 63 percent increase since 2005 in the number of mums who regularly download TV programs and films.
  • Keeping in touch: The number of mums making telephone calls via the Internet has increased by 63 percent since 2005, and 38 percent now use instant messaging (up from 30 percent in 2005).
  • Media Multitasking: Once the kids are in bed, mums take to the Web to tackle tasks or enjoy "me-time" - 65 percent access the Internet between 5.30pm-9pm.

"For time-pressed, multi-tasking mums, the Internet is increasingly playing a crucial role in enriching their busy everyday lives. Not only does the Internet help mums maximize time and keep control of family life and demands but it is also proving to be a valuable networking tool," said Alison Fennah, executive director of the EIAA.

MarketingCharts offers up more from the EIAA study.

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