Citing a report from the European Interactive Advertising Association (EIAA), marketingcharts.com says that 62 percent of European moms with children between the ages 0-18 now use the Internet on a consistant basis. That's up by 9 percent from 2005.
Of that time spent online, 75 percent of European moms use it for personal reasons, said the report, and is becoming an increasingly larger part of their everyday lives.
The major reasons given for the increased usage is how quickly they can do what they want, while saving them time. Specifically, the ability to check out news sites (59%) quickly online and performing research (53%) are the major activities by the moms.
While moms with younger children are obviously more apt to visit family and children sites (61%), they are also very active (63%) on banking and finance sites also.
European women with children in the 16-18 age group use websites more related to films (49%). Moms also buy much more than women without children, with 86 percent making 10 online purchases during the last six months. Women with younger children aged 0-9 buy more online (86%) than women with older children aged 10-18 (75%).
Moms are also downloading more TV programs and films from the Internet with a 63 percent increase over 2005. Most forms of online media use are becoming more popular for them.
“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.
Comment Preview