Know the audience: Mums

This article discusses recent global statistics, research and insights into mothers.

Know the audience: Mums

Felim McGrathGlobalWebIndex

Around 70% of online mums are digital shoppers, with online dialogue being a large part of their purchase journey; 40% regularly post reviews. They use Pinterest and online communities of mums to research purchases and visit Groupon to get a deal.

Each year, GlobalWebIndex's research programme surveys 200,000 internet users aged 16–64 across 34 markets. Our quarterly study is designed to understand how digital consumers are behaving online across a wide range of devices. In Q2 2015, the survey included 6,320 internet users who were mothers with children aged 16 or under. Here,...

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