With Mother's Day approaching this weekend, new research from Verto Analytics reveals how new mums are much more savvy than the average adult online, both in terms of the time they spend and the number of connected devices they own.

New mums (those with at least one child under 18 months) have higher device ownership across every digital device compared to the general population. They have an especially high rate of smartphone ownership (96%) compared to just 71% of the total population.

They also index particularly high on home entertainment devices such as video game consoles, smart TVs, and streaming media players.

New mums also spend more time online. They accrue 112 hours per month online via PC (20% more than the average adult) as their online time tends to be dominated by web rather than app usage. They spend 76 hours per month online via mobile device (10% more than the average adult).

New mums wake up and get online early: they start using mobile apps at 5am, and activity peaks between 1pm-6pm. Website activity on PCs peaks in the late evening, at around 8pm – after the babies have been put to bed.

Verto Analytics is able to ascertain this through a unique methodology known as "consumer-centric measurement" in which a single person's internet use is measured across all their devices, as opposed to traditional methods where different panels of people for each device are cobbled together to try and provide a holistic picture.

New mums also prefer social platforms with privacy controls as illustrated by messaging apps like Facebook Messenger and WhatsApp having 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.

New mums like platforms that allow one to control access/viewership to content or share content with a smaller subgroup (such as family members or friends). Consequently, the more public forums, such as Twitter, hold less appeal.

The research revealed that search, shopping, and social media account for a greater share of the amount of time that new mothers spend online compared to adults in general.

“New mums are generally much more internet savvy and internet dependent than the average adult,” says Connie Hwong, Verto Analytics’ content marketing director. “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. 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.”

Published on: 2:25PM on 24th March 2017