New mothers dramatically increase digital media usage

Women's use of digital devices increase dramatically when they become a new mothers, according to a report by BabyCentre.

BabyCentre: commissions digital usage report
BabyCentre: commissions digital usage report

Research from BabyCentre, the online and mobile resource for new and expectant mums, suggests that mothers spend 35% more time online than the general population.

Internet usage after becoming a mother increases by 45%, email by 31% and mobile by 28%, according to the survey. On the flipside, magazine readership declines by 55%, while TV viewing slumps by 36%.

The smartphone quickly becomes the mother's significant other: 36% of women purchase a smartphone as a result of becoming a mum, while 59% of mothers called it their "do-everything device".

Respondents said they feel more guilty (+186%), rushed (+121%), and stressed (+39%) when shopping compared to how they felt pre-children. As a result of this shift, 62% said they prefer to do all their shopping online.

It is not just media consumption habits that change when children arrive: 68% of women change their purchase criteria for everything, including clothing, beauty products and cars.

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