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Survey: Canadian mothers online

Toronto-based consulting firm Mom Central Canada, in association with Sharpe Blackmore Euro RSCG, has released the results of a study into the online behaviour of Canadian mothers. According to the survey, mothers in Canada spend an average of three hours online each day, while 19% of respondents reported spending over seven hours per day online; more than mothers in the US and the UK. Social networking sites were the most popular destinations reported, with 78% of respondents visiting a site such as Facebook or Twitter daily. According to the report, 72% of mothers provide commentary or product reviews in online discussions, 72% participate in activities that involve connecting with others online and 50% post their own content, such as photographs or blog entries, online. Ninety percent of respondents reported using the Internet to gather information about intended product purchases, while 77% made an online purchase in the last year. "Moms have a lot of decisions to make every day and they want to be informed," said Jeff Plowman, client service vice-president at Sharpe Blackmore Euro RSCG. "We are seeing that the majority of mom consumers have transformed themselves into social researchers and seek out online reviews and peer recommendations even when making the smallest purchasing decision." The survey includes data from PMB, ComScore and the Angus Reid Forum.

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