LONDON: Mothers in the UK spend more time on their smartphones than on laptops or watching television, according to new research which also reveals they are doing more shopping online and making use of money saving offers.

For its 2015 State of Modern Motherhood Report, parenting website BabyCentre surveyed mothers with children aged 0 to 8 across five countries – the US, Brazil, Canada, China and the UK – including 1,880 in the UK, of which 953 were millennial mums aged 18 to 32.

It found that the smartphone has eclipsed the laptop as the go-to digital device for this group: 93% are regularly using smartphones compared to 76% using laptops.

Mums are also spending twice as long on this device – an average 2.1 hours a day on their smartphone as against 1 hour on a laptop; this is also more time than the 1.9 hours they spend with live TV.

Motherhood brings with it some changes in attitude towards advertising. Nearly three in five millennial mums said they are now more likely to skip TV commercials.

This particular age group did, however, were more attentive to digital ads. The research found they were 26% more likely than General X mothers to pay attention to digital ads and 51% more likely to pay attention to ads on their smartphones.

Motherhood and pregnancy also shifts shopping habits, with half shopping at different retailers than before, while 60% shopped online more; 44% said they regularly bought things using the mobile web or apps on their tablet.

Six in ten (62%) were also using mobile in-store, mostly to look for better prices. In a related finding, three quarters of respondents said the sorts of ad most likely to grab their attention were those featuring deals, sales or other money-saving offers.

"With millennials making up the majority of new mums, brands and agencies need to think of this valuable demographic as tech-savvy and mobile-first, if they want to earn their interest and loyalty," said Julie Michaelson, BabyCentre Head of Global Sales.

"This means building mobile into the centre of their advertising plans and specifically designing for these platforms, rather than using cut-down television or rich-media campaigns."

Data sourced from BabyCentre; additional content by Warc staff