Some 62% of women with children 0-18 years old now regularly access the internet across Europe - a growth of 9% since 2005, according to research from the European Interactive Advertising Association (via NetImperative).
 The first “Digital Mums Report,” the latest in the EIAA Mediascope Europe series, reveals that 75% of the time digital mums spend online is for personal reasons and that online activities are becoming a valuable, everyday part of their busy lives.
 
Seven of ten digital mums - 70% - who use all media say the internet provides what they want quickly and saves them time, and 46% say it internet helps keep them “ahead of the game,” according to the EIAA.
 
The number of digital mums visiting technology websites has grown almost 50% since 2005; they are also using the web as a resource for their family’s health needs (an increase of 27% year over year).

The most popular online activity is researching and catching up via the web - 59% regularly visit news sites, and 53% look for local information online.
 

 
Some additional findings from the EIAA report:

• Age:
  • Mums who use the internet and have babies and very young children (0-4 years old), are far more likely to visit family and kids websites (61%) and banking and finance sites (63%).
  • Women with children age 16-18 focus on film websites (49%), possibly a reflection of their family’s interests as well as their own.
•  Shopping:
  • Digital mums are more frequent online shoppers than women without children - 79% of digital mums have bought items online, spending an average of 644 euros and buying 10 items in just six months.
  • Mothers of younger children are the most likely to buy online - 86% of women with children age 0-9 bought a product or service online, compared with 75% of women with children aged 10-18.
• Entertainment:
  • There has been a 63% increase since 2005 in the number of mums who regularly download TV programs and films.
  • Nearly a third (31%) regularly download music, 28% listen to the radio online and 16% enjoy online gaming sites.
  • Broadband penetration among all women has now reached 69%, and penetration among women with children who use the internet has increased 38% since 2004.
• Keeping in touch:
  • The number of mums making telephone calls via the internet has increased by 63% since 2005, and 38% now use instant messaging (up from 30% in 2005).
  • They are also getting increasingly connected with tools made popular by Web 2.0 - 22% regularly access social networking sites, 16% enjoy contributing to online ratings and reviews and 15% get involved in blogging.
• Media Multitasking:
  • Once the kids are in bed, mums take to the web to tackle tasks or enjoy “me-time” - 65% access the internet between 5.30pm-9pm.
  • They are also apt to multitask with media: 17% use the internet while watching TV
  • Some 69% of women with children do something less often as result of time spent on the internet.

“For time-pressed, multi-tasking mums, the internet is increasingly playing a crucial role in enriching their busy everyday lives. Not only does the internet help mums maximize time and keep control of family life and demands but it is also proving to be a valuable networking tool,” said Alison Fennah, executive director of the EIAA.
 
About the study: 7,036 random telephone interviews were conducted with over 1,000 respondents each in the UK, Germany, France, Spain, Italy and the Nordics, and 500 respondents each in Belgium and the Netherlands respectively. Interviews were conducted throughout September 2006. The European Interactive Advertising Association is a pan- European trade organization for sellers of interactive media.