New Research from the European Interactive Advertising Association (EIAA) reveals that 62% of women with children aged between 0 -18 years old now regularly access the internet across Europe – a growth of 9% since 2005.
The
Digital Mums report, the latest in the EIAA Mediascope Europe series, highlights that 75% of the time digital mums spend online is for personal reasons and that online activities are becoming a valuable and crucial part of their busy everyday lives.
The research reveals that 70% of digital mums who use all media find that the internet provides what they want quickly and saves them time, and 46% state that the internet helps keep them ahead of the game.
The number of digital mums visiting technology websites has grown almost 50% since 2005 and they are increasingly using the web as a reference point for their family’s health needs (an increase of 27% year-on-year).
Not ones to fall behind on local and national news and events, they are also researching and catching up via the web – 59% regularly visit news sites (13% year-on year growth since 2005) and 53% look for local information online.
A recent report from comScore revealed that teenagers and young adults in the UK were 25% more likely to be online than the general population in April 2007 (see UK Teens And Young Adults Spending The Most Time Online).
Meanwhile, a report from IAB Europe reveals that online advertising spend in Europe doubled last year to £4.5 billion (see European Internet Adspend Doubled In 2006).
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