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BabyCenter reveals UK Media Mum's technology traits
New research confirms what most mothers already know - motherhood changes your life. But what advertisers might not know is that motherhood also impacts mothers' traditional media usage, driving them towards digital channels.
BabyCenter is a major, global interactive parenting brand, reaching 78% of new and expecting mothers online in the U.S., 2 million parents and parents-to-be in the UK and 26 million parents monthly across 22 markets worldwide.
This week, the latest installment of its 21st Century Mum Insights series - UK Media Mum - has been released and reveals the impact motherhood has on traditional media usage.
The findings show that, after having children, more than half of women in the UK read fewer magazines and newspapers. Instead, they increase their use of digital devices such as tablets, smartphones and laptops. Consequently there's a rise in the use of the Internet (45% rise), email (31%) and mobile (28%) channels.
"There is an array of devices in every room and in every pocket, always turned on and constantly in use," said Mike Fogarty, SVP Global Publisher of BabyCentre. "Marketers that understand how motherhood changes women's media habits and creates new needs and behaviors are much more likely to be able to reach and engage her when she needs them most."
The study also revealed that Media Mums in the UK spend 35% more time online than the general population of the UK. In fact, the extent to which online forums and social media networks provide support is second only to friends and family known in "real life". Eighty percent of mothers use social media regularly and three-quarters log onto Facebook daily.
And, says BabyCenter, once mothers have changed their media habits after the birth of their baby, there's no going back.
"The fact is, once she becomes a mum, a woman never returns to her pre-pregnancy media habits and her new life is not linear, programmed or scheduled. Instead, she is always on, using technologies as tools to get her new job done, and that unlocks incredible opportunity for marketers to capture her attention in new and different ways."
Recent research from Starcom Mediavest found that mothers find technology both distracting and a way in which to spend time with the family.
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