It’s 5am, broad daylight and the birds are making themselves heard. This is a good time for making contact with mums of equally noisy newborn babies – according to fresh statistics from Verto Analytics. The latest UK-based study has found that parents online behaviour has a lot to do with when Junior is taking a nap!
Parents of young children are woken early and are active online, and particularly on mobile apps, by 5am – with their long activity peaking in the afternoon and PC activity rising particularly in the late evening – after bath and (blissfully) bedtime.
The study also found:
It seems new mums like platforms that allow them to control access/viewership to content or share content with a smaller subgroup (such as family members or friends). So, the more public forums – such as Twitter – have less appeal. Messaging apps like Facebook Messenger and WhatsApp have higher-than-average reach among new mothers, compared to the general population, as do Google+ and Pinterest, while major social media properties such as Facebook, YouTube and Twitter index lower, the report shows.
The following website and app categories account for a greater share of the amount of time that new parents spend online:
Connie Hwong, Verto Analytics’ content marketing director (pictured), said new mothers spend more hours online per month than the average online user, regardless of which device they’re using – around 112 hours per month online via PC (20% more than the general population) and nearly 76 hours per month online via mobile device (10% more than the general population).
New mothers index especially high in time spent on PCs, as their online engagement tends to be dominated by web usage rather than app interaction, said Hwong: “New mums are generally much more internet savvy and internet dependent than the average adult.
“Digital technology plays an ever-increasing role in how they organise and support their daily life after a new arrival to the family. Consequently, there’s a huge opportunity for marketers if they can tap into the rhythms of how new mums go online via different devices during the course of the day to make their lives easier.”
She added that marketers need to be aware of parents online behaviour and to target accordingly: “Marketers also need to be smarter in the platforms they target, such as Pinterest being a much more efficient way to reach new mums than the likes of Twitter.”
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Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!
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