WHETHER they are posting baby pictures or sharing shopping tips on Mumsnet, women with pre-school age children are the most plugged-in social media users in Europe.
Kantar Media/TGI research found that mothers with children of all ages are more likely to visit social networking sites, share content online and visit chat rooms and forums than any other consumers.
In Britain, 45% of mothers with children aged five and under feel the need to check social networking sites daily, as opposed to 29% of mothers with children aged between six and 18.
The research also shows that time-pressed mothers also enjoy shopping online, where they can browse, compare prices, shop outside of traditional shopping hours and read reviews at their convenience. Smartphones and tablets are their devices of choice for shopping or tweeting.
A company spokesperson said: “In many markets, mobile is fast becoming a key platform for reaching busy mums.”