THE RISE OF THE

MOBILE MUM

Ground breaking research

Smartphones and digital media have fundamentally changed how mums parent Virtual communities now contribute to the raising of every child

It takes a village to raise a child

Source: Netmums in Focus April 2016. 2000 respondents

The Rise of the Digital Village

Rising trust

APPEALING TO A

MOBILE MUM

The Villagers

Within each virtual community we have identified 4 different types of mum

By identifying the typologies, brands can target mums in the way that will achieve the best response

“Social media plays an important role in connecting me to friends and family”

“My precious memories are all on my phone”

“My phone organizes my life”

“My phone is critical to enable me to juggle work and family”