LONDON: Online and mobile channels are becoming increasingly important for marketers hoping to reach British mothers, a new survey from Microsoft has shown.

The report found that 46% of UK mothers use a wireless internet connection, with two-thirds (66%) using online retailers to buy goods and services for their young children.

Mobile is also becoming a popular channel, with one in four having bought a smartphone.

Such trends have been observed worldwide over recent years, with influential "mommy bloggers" regularly being given previews of new products.

In September, P&G announced that it was teaming up with TwitterMoms - a mommy blogger network - as part of its social media strategy.

The initiative sees members of the network trying out product samples at home, with those products meeting or exceeding expectations more than 85% of the time being given a branded "Moms Like This" seal of approval.

Commenting on the latest research, Microsoft's Julie Forey said: "The internet features prominently in their everyday lives, giving advertisers a huge opportunity to forge real emotional connections with mums through advertising that is relevant, trustworthy and offers clear benefits to them."

Data sourced from Marketing Week; additional content by Warc staff