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The Rise of the Digital Mum
(14-06-07) - UK women are making increasing use of the internet, with 73 per cent of “digital mums” saying that they can save valuable time by using the internet for daily chores such as shopping and banking, according new research published this week.
The Europe-wide survey, conducted by the European Interactive Advertising Association (EIAA), found that while the majority of mums in the UK used the internet for time saving activities or entertainment, many were also taking advantage of newer technologies such as internet telephony (VoIP) and even online gaming.
Alison Fennah, executive director of the EIAA said: “For time-pressed, multi-tasking mums, the internet is increasingly playing a crucial role in enriching their busy everyday lives.”
86 per cent of women with children aged 0-9 regularly buy goods online, while 63 per cent of mums of toddlers used online banking and finance sites. At the same time, the number of digital mums making VoIP calls has increased by 300 per cent since 2005.
Chris Eagle, BroadbandChoices.co.uk commercial manager added: “It’s great to see that mothers are taking advantage of not only the time-saving capabilities of the internet, but also the host of resources, such as health-check sites, online movies and kid’s sites that are also available.”
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