Microsoft Report Reveals Fast Growing Online 'Mummy Market'
A recent survey by Microsoft has revealed that brands need to develop "robust" digital strategies to tap into an increasingly lucrative online 'mummy market'.
The Reaching Mums Report, carried out by Microsoft's Research, Data and Analytics department, was based on a survey of 800 mums and pregnant women in the UK. It found that this demographic is rapidly changing its online habits by adopting new technologies to make their lives easier. These technologies include using smartphones, social networks and online video as part of their daily life.
This differs vastly from Microsoft's last report in 2008 which found that mothers saw new technologies as intimidating. At present, more than one in four mums now have a smartphone, compared to one in 20 two years ago, and their uptake of wireless internet has doubled to 46%.
Head of Research, Data and Analytics at Microsoft Advertising, Julie Forey, commented, "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."
The report also shows that 61% of UK mums buy groceries online, 66% shop online for their baby and 82% shop online for clothes.