How Mums use the Internet
20
www.bounty.com How Mums use the Internet February 2006
description
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 - PowerPoint PPT Presentation
Transcript of How Mums use the Internet
www.bounty.com
How Mums use the Internet
February 2006
www.bounty.com
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
www.bounty.com
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
www.bounty.com
Straight away
1 to 3 months afterwards
After 3 months
Didn’t look for information
73
16
7
5
When Started looking for Information on Pregnancy
%
Base: 62509/05
www.bounty.com
Websites
Books
Magazines
Midwives
77
Family
Friends
GP
Retailers
Pharmacists
Other
63
63
44
38
38
12
2
1
2
Main Sources of Pregnancy Information
%
Base: 62509/05
www.bounty.com
Value of Information Sources
Mid
wiv
es
Web
sit
es
Mag
azin
es
Fam
ily
Fri
en
ds
GP
Reta
ilers
Ph
arm
acy
Oth
er
Books
7.3 7.3 5.4 4.9 3.2 3.12.2
6.4 5.86.8 2.2
%
Base: 62509/05
www.bounty.com
Less often
Once a month
2/3 times a month
Once a week
2/3 times a week
Every or nearly everyday
More than once a day
%
51% of mums use the internet more than once a day and a further 37% use it every day or nearly every day
Base: 3406
How often Mums go on the Internet
51
37
10
2
1
0
0Over 26% use the internet 3-5 times a dayand 13% more often than this
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More than 3 hours
2 - 3 hours
1 - 2 hours
30 mins - 1 hour
15 - 30 minutes
Under 15 minutes
%
33% of mums use the internet between 30 mins and 1 hour a day. 44% use it more than an hour each day
Base: 3406
Length of time on the internet each day
4
20
10
24
33
10
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Use internet less
Remains the same
Use internet more
%
Nearly half (48%) of mums usage of the internet increased since becoming pregnant
Base: 873
Usage changes since becoming pregnant
44
48
8
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Use internet less
Remains the same
Use internet more
%
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
Base: 2533
Usage changes since having a baby
37
29
34
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Supporting charities
Other (specify)
Chatroom/forums
Playing games
Music download
News/current affairs
Instant messaging
Hobbies/leisure info
Healthy & medical info
Booking holidays
Maps/directions
Compare prices
Info about companies/products/services
Banking/Bill payment
Mother & Baby info
%
Nearly all (98%) of mums use the internet for email, closely followed by looking for mother and baby info at 87%
Base: 3406
What mums use the internet for
5
64
98
47
22
19% use chatrooms but this rises to 26%as the birth approaches
www.bounty.com
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%)
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Other (specify)
Nothing
Electrical appliances
Flight/holiday
Groceries
Toys
CDs
Books
Videos/DVDs
Clothing
Items for baby
%
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
Base: 3406
Items brought over the internet in the last 6 months
4
55
70
39
29
53
52
32
5
60
59
www.bounty.com
None
Askbaby
UK Parents
Handbag
Emma’s Diary
Babyworld
iVillage
Babycentre
Pampers
Bounty
%
72% of Mums use the Bounty website, 68% Pampers and 32% Babycentre. 11% don’t use any of these websites.
Base: 3406
Websites used
11
32
72
18
3
21
20
5
1
68
www.bounty.com
Other (specify)
Contact others insimilar circumstances
Real-life stories
Competitions
Shopping
Advice
Information
%
96% of mums look for information from websites, 80% look for advice and 56% look for shopping
Base: 3406
What mums look for in a website
1
96
28
56
40
19
80
www.bounty.com
Don’t use searchengines
Other (specify)
MSN Search
Yahoo
Ask Jeeves
%
Google is the most popular search engine by some way with 80% of mums using it. Other key players include Ask Jeeves and Yahoo!
Base: 3406
Search engines mums use
1
80
17
27
20
4
www.bounty.com
Dial Up connection
Other (specify)
Bulldog
Virgin.net
Tiscali
Wanadoo
AOL
BT
NTL / Telewest
%
The most popular broadband provider is NTL/ Telewest with 29% of mums using either, followed by BT (18%) and AOL (13%)
Base: 3406
Broadband provider used
2
29
9
18
13
8
1
12
9
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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
www.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
About Bounty.com
www.b
ounty.com
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Contact
Sue Dwyer Head of Insight
Andrew Thomas E-Business Director
+44 (0)1707 294000
