Mothers in the U.K. aged 25 to 54 years were more likely than the average U.K. Internet user to shop online, according to a recent survey.
Internet trend tracking firm comScore, Inc. reported the results of a “study into the online behavior of U.K. ‘mums,'” the company said. “The study showed that 4.6 million U.K. mums [age 25 to 54 with children at home] went online in June, spending an average of 26.7 hours and making an average of 52.6 visits per visitor during the month.”
U.K. “Mums” More Likely to Visit Retail Sites
“The intensity of Internet usage amongst mums was consistent with the average Internet user, who spent an average of 27.3 hours online and made an average of 53.1 visits per visitor in June. However, an analysis of the top site categories visited by this demographic revealed a strong predilection for retailer sites,” comScore said.
“In fact, six of the ten highest indexing categories among this group were retail categories, led by the toys category, which they were 32 percent more likely than average to visit. Retail – Fragrances/Cosmetics ranked second (30 percent higher than average), followed by the Kids — Entertainment (28 percent), Shipping (26 percent) and Retail – Food (19 percent) categories,” the tracking firm said.
“Mums in the U.K. not only spend a great deal of time online each month, but they also control the purse strings for many families,” said Mike Read, SVP and managing director, comScore Europe. “It’s clear from their heavy visitation of retail sites that mums represent an important shopping segment, so it is critical for marketers and retailers to understand how to reach this audience online and influence their spending behavior – both online and offline.”