Digital is the key to engaging mums

Brands must develop “robust” digital strategies to reach mums online and take advantage of the lucrative “mummy market”, according to new research by Microsoft.


Mums are rapidly changing their online habits by adopting new technologies that make their lives easier, according to Microsoft’s Reaching Mums report, carried out by its recently created Research, Data and Analytics department.

The report found that mothers are adopting new technologies such as social networks, online video and smartphones as part of everyday life rather than fining it intimidating as Microsoft’s last report in 2008 found.

More than one in four mums now have a smartphone, compared to one in 20 two years ago and uptake of wireless internet has doubled to 46%.

The report also revealed that mums’ fears about the security of online shopping have been overtaken by its convenience as nearly a third (61%) of mums use online grocery and 66% shop online for their baby and 82% shop online for clothes.

Julie Forey, head of research, data and analytics at Microsoft Advertising says: “The internet features prominently in their everyday lives, giving advertisers a huge opportunity to forge real emotional connections with mums through advertising that is relevant, trustworthy and offers clear benefits to them.”

Microsoft surveyed 800 UK mums and pregnant women.

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