Digital Mums Take Control on the Web
New research explores the digital lifestyles of Europe's online mums
London, 12 June 2007 – Research announced today from the European Interactive Advertising Association (EIAA) reveals that 62% of women with children aged between 0 -18 years old now regularly access the internet across Europe – a growth of 9% since 2005.
The first ever ‘Digital Mums’ Report, the latest in the EIAA Mediascope Europe series, reveals interesting insights into the digital lifestyles of Europe’s online mums. The research highlights that 75% of the time digital mums spend online is for personal reasons and that online activities are becoming a valuable and crucial part of their busy everyday lives.
Keeping Mums in Control
The research reveals the wide array of websites that digital mums are using to enrich different areas of their life, from saving time, to carrying out research and making the most of online entertainment. 70% of digital mums who use all media find that the internet provides what they want quickly and saves them time and 46% state that the internet helps keep them ahead of the game.
Mums are seemingly becoming more tech-savvy, the number of digital mums visiting technology websites has grown almost 50% since 2005 and they are increasingly using the web as a reference point for their family’s health needs (an increase of 27% year-on-year). Not ones to fall behind on local and national news and events, they are also researching and catching up via the web - 59% regularly visit news sites (13% year-on year growth since 2005) and 53% look for local information online.
|
Websites visited |
Women with children (2006) |
Growth amongst women with children since 2005 |
|
Technology |
22% |
+47% |
|
Health |
42% |
+27% |
|
Music |
50% |
+19% |
|
Local information |
53% |
+18% |
|
News sites |
59% |
+13% |
|
Auction |
38% |
+9% |
|
Banking and Finance |
49% |
+9% |
Age Matters
The research also indicates that the websites that digital mums visit, their online activities and shopping habits vary accordingly to the age of their children. Mums who use the internet and have babies and very young children (0-4 years old), are far more likely to visit family and kids websites (61%) and banking and finance sites (63%), whereas women with children aged 16-18 take time out to focus on film websites (49%), possibly a reflection of their family’s interests as well as their own.
Online shopping
Digital mums are even more frequent online shoppers than women without children. 79% of all digital mums have bought items online, spending an average of €644 and buying 10 items in just six months. Mothers of younger children are the most likely to buy online - 86% of women with children aged 0-9 years old bought a product or service online compared to 75% of women with children aged 10-18. This indicates that online shopping is proving a useful way for mums to get jobs done whilst saving time spent on the high street or in the supermarkets with their babies or very young children - something that is often seen as an unwanted challenge!
Entertainment Value
The research clearly highlights how digital mums are developing a deeper involvement with online content in using the internet for relaxation and entertainment. There has been a 63% increase since 2005 in the number of mums who regularly download TV programmes and films, nearly a third (31%) regularly download music, 28% listen to the radio online and 16% enjoy online gaming sites. Broadband penetration amongst all women has now reached 69% and penetration amongst women with children who use the internet has increased 38% since 2004.
Keeping in touch
Mums are also using the internet to engage with other people. The number of mums making telephone calls via the internet has increased by 63% since 2005 and instant messaging jumped to 38% (from 30% in 2005). They are also getting increasingly connected with tools made popular by Web 2.0: 22% regularly access social networking sites, 16% enjoy contributing to online ratings and reviews and 15% get involved in blogging – evidence of digital mums’ desire for personalisation and participation.
Media Multi-Tasking Mums
It also seems clear that once the kids are safely in bed, mums are taking advantage of the peace to tackle tasks online or use the web for ‘me-time’ as logging on in the evening is most popular - 65% access the internet between 5.30pm-9pm. Adept at multi-tasking, mums are also likely to mesh their media: 17% use the internet whilst watching TV and interestingly 69% of women with children do something less often as result of the internet.
Alison Fennah, Executive Director of the EIAA says, “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 maximise time and keep control of family life and demands but it is also proving to be a valuable networking tool. It’s great to see a bigger presence of mothers online and to see how the online community is meeting their unique needs.”
-ends-
The study involved 7,036 random telephone interviews with over 1,000 respondents in the UK, Germany, France, Spain, Italy and the Nordics respectively and 500 respondents in Belgium and the Netherlands respectively. Interviews were conducted throughout September 2006.
About the EIAA
The European Interactive Advertising Association ( www.eiaa.net) is a unique pan- European trade organisation for sellers of interactive media. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Its members are currently AD Europe, AdLINK Internet Media AG, AOL Europe, Microsoft Digital Advertising Solutions, Tiscali, Yahoo! Europe, LYCOS Europe and wunderLOOP. It is chaired by Michael Kleindl, Managing Partner of Valkiria Network. The EIAA members’ networks account for 79% of the European online audience.
Alison Fennah Charlotte Holder/Emma Fanshawe
Executive Director Red Consultancy
EIAA Tel: 020 7025 6500
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