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BizReport : Blogs & Content archives : May 06, 2011

Mumsnet launches online destination for grandparents

One of Britain's most influential social networks for moms is spawning a new site specifically aimed at the UK's 14 million or so grandparents.

by Helen Leggatt

mumsnet_logo.jpgMumsnet was founded over a decade ago and is now the daddy of online parenting sites in the UK. Mumsnet boasts 1.35 million unique visits each month and around 25,000 posts every day.

The website, social network and its forums provide a wealth of information and a place to share advice and support with other moms across the UK.

"The Mumsnet community has a powerful collective voice whether holding politicians to account or letting companies know what parents want," said Justine Roberts, co-founder and chief executive of Mumsnet.

gransnet.pngAs the number of grandparents on Mumsnet grew it became clear that a separate site was needed, and Gransnet was born.

"We'd like to do the same for older people, who are active but often unheard and in need of a place for support, advice and recommendations," said Roberts.

The new site will provide a place for support, advice and recommendations for the fast-growing 50-64 year old Internet user demographic, as well as those over 65.

Britain's increasingly connected grandparents are now spending on average 42 hours a month online, says Mumsnet.

The Life and Style areas of the site are sponsored by Nintendo with the aim of to promoting active gaming among older generations. Education company Pearson is sponsoring the Learning section of the site, providing content such as yoga and photography courses.

Current topics of discussion on Gransnet range from how to cover up unsightly upper arms and knitting patterns to how to stop the grandchildren from trashing garden borders.

Tags: grandparents, mom content, mom demographics, Mumsnet, online parenting, UK

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