Getting the full picture: Understanding moms' online behaviour

This paper analyses the online behaviour of pregnant women and recent mothers in Brazil by tracking the devices they use to access the internet.

Getting the full picture: Understanding moms' online behaviour

Mauro Fusco, Pepe Tomás, Carlos Ochoa and Joaquim BretchaMillward Brown and NetQuest

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Introduction

This paper delves into the analysis of the different online behaviour among one of the most requested targets in market research - pregnant women and recent mothers, with kids under four years old. By tracking the devices they use to access the Internet, we have been able to define different patterns, not only when surfing the web but also when using different apps from mobile devices.

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