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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).