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How Mums use the Internet

How Mums use the Internet. February 2006. Mums Opinion Panel. The Mums Opinion panel is a joint venture between Bounty and Research Now The Panel is made up of 10,000 mums representing all stages of pregnancy and motherhood until the child reaches two years

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How Mums use the Internet

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  1. How Mums use the Internet February 2006

  2. Mums Opinion Panel • The Mums Opinion panel is a joint venture between Bounty and Research Now • The Panel is made up of 10,000 mums representing all stages of pregnancy and motherhood until the child reaches two years • Our dedicated online panel have opted in to take part in research on an ad-hoc or continuous basis • This research is based on findings from a Mums Opinions survey carried out between 26th January and 6th February 2006 on 3406 mums • It complements the IAB sponsored survey conducted amongst users of Handbag and iVillage about women’s behaviour online

  3. Research Objectives • To understand mums primary sources of information during pregnancy • To understand mums internet usage habits and how they change through pregnancy and early motherhood • To better understand the role and importance to mums of the channel • To understand what activities they undertake online and on which sites

  4. When Started looking for Information on Pregnancy % Base: 625 09/05 73 Straight away 1 to 3 months afterwards 16 7 After 3 months Didn’t look for information 5

  5. Main Sources of Pregnancy Information % Base: 625 09/05 Websites 77 Books 63 Magazines 63 44 Midwives Family 38 Friends 38 GP 12 Retailers 2 1 Pharmacists Other 2

  6. Value of Information Sources % Base: 625 09/05 Books GP Magazines Family Friends Websites Midwives Retailers Pharmacy Other 2.2 7.3 7.3 6.8 6.4 5.8 5.4 4.9 3.2 3.1 2.2

  7. How often Mums go on the Internet % Base: 3406 51 37 10 2 1 51% of mums use the internet more than once a day and a further 37% use it every day or nearly every day 0 Over 26% use the internet 3-5 times a day and 13% more often than this 0

  8. Length of time on the internet each day % Base: 3406 4 20 33 24 10 33% of mums use the internet between 30 mins and 1 hour a day. 44% use it more than an hour each day 10

  9. Usage changes since becoming pregnant % Base: 873 48 44 Nearly half (48%) of mums usage of the internet increased since becoming pregnant 8

  10. Usage changes since having a baby % Base: 2533 29 29% said that their internet usage had increased since having a baby. 34% said it decreased this reflects a drop in usage among very new mums 37 34

  11. What mums use the internet for % Base: 3406 98 64 47 22 Nearly all (98%) of mums use the internet for email, closely followed by looking for mother and baby info at 87% 19% use chatrooms but this rises to 26% as the birth approaches 5

  12. Chatrooms and Email • 55% of those using chatrooms for an hour or less a day. A further 24% use it them for 30 minutes to an hour • 93% send emails to their friends and 88% to family • 62% regularly receive commercial emails • Mums send emails to keep in contact (93%) and arrange meetings (54%)

  13. Items brought over the internet in the last 6 months % Base: 3406 70 60 59 55 53 52 39 32 29 70% of mums had brought items for their baby over the internet in the last 6 months, clothing (60%) and videos (59%) also rated highly 5 4

  14. Websites used % Base: 3406 72 68 32 21 20 18 72% of Mums use the Bounty website, 68% Pampers and 32% Babycentre. 11% don’t use any of these websites. 5 3 1 11

  15. What mums look for in a website % Base: 3406 96 80 56 40 28 19 96% of mums look for information from websites, 80% look for advice and 56% look for shopping 1

  16. Search engines mums use % Base: 3406 80 27 20 17 4 Google is the most popular search engine by some way with 80% of mums using it. Other key players include Ask Jeeves and Yahoo! 1

  17. Broadband provider used % Base: 3406 29 18 13 9 8 The most popular broadband provider is NTL/ Telewest with 29% of mums using either, followed by BT (18%) and AOL (13%) 2 1 12 9

  18. Summary • The Internet has become the most important point of information for new mums • The trust placed in information retrieved here is on a par with that gained from midwives • 88% of mums are on the web either every or nearly every day • Over 44% are on the internet for over an hour each day • Nearly 50% of women use the web more when they become pregnant • Nearly all mums (98%) use email and 87% have searched for baby and pregnancy related information online • Over 70% have bought something for their baby over the internet in the last six months

  19. About Bounty.com • The leading portal for mums and parents of young families • 15 million pages viewed each month • Over 850,000 user sessions per month • Over 400,000 opt-in members • Average session length of 15 minutes viewing 27 pages • The engine for three monthly newsletters • The biggest online community of mums in the UK • Over 10,000 new discussion forum posts every day www.bounty.com

  20. Contact Sue Dwyer Head of Insight sdwyer@bounty.com Andrew Thomas E-Business Director athomas@bounty.com +44 (0)1707 294000

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