Smartphones are the new ‘virtual handbags’ according to Mumsnet.

Marketing Weekly has indicated that Netmums, the parenting website, has urged advertisers to focus their marketing activity on mobile devices when targeting mums, following a report revealing that 10% of mothers are more likely to use technology, such as tablets and smartphones, than the average Briton.

  The survey, which polled 5,000 mums, also highlighted that UK mums are seven times more likely to own a tablet device than the general population, compared to 18% owning a smartphone.

According to Netmums founder, Siobhan Freegard, mums are using their mobile devices increasingly as a “virtual handbag” to help raise their families.

She adds: “From our research and conversations on our sites, mums are increasingly using their smartphones to help them raise their children. Advertisers should be doing more to be a part of this process, through apps, interactive advertising and more localised editorial content.”

The report revealed that 93% of online mums have a Facebook account, while two in five claim to use Twitter.

Freegard says: “With mums taking to mobile devices faster than the rest of population, brands ought to be looking at how this shift affects how open they are to sharing content, rather than solely concentrating on the harder metrics such as, KPIs and return-on-investment metrics.”

Additionally, almost 80% of mums now check online ratings and reviews before buying goods and 72% actively look for web discount vouchers.


About dbda
dbda is a corporate social responsibility consultancy embracing education and safety in the community. We are privileged to work with a large number of blue chip corporate clients, Government organisations, charitable bodies, Institutes and local authorities. We also have a network of schools, professional bodies, associations, universities and partners, with whom we regularly work in collaboration.

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