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by Mike Essex on 16th December 2010
Online advertisers should be looking to take advantage of the lucrative "mummy market", it has been advised.
According to research carried out by Microsoft, this demographic is using social networks, online videos and smartphones on a daily basis, while 46 per cent of them access the wireless internet.
Julie Forey, head of research, data and analytics at Microsoft Advertising, said web-based businesses have the opportunity to aim their goods and services at these people.
"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," she stated.
Of those questioned for the survey, 82 per cent shop online for clothes and 61 per cent buy groceries over the internet.
Earlier this month, a study carried out by BT revealed many Scottish consumers are also using the web for making purchases, with 85 per cent saying they are in favour of online shopping.