Search 'most popular web research method for mothers'

22nd April 2008

New mothers looking for information on the web are most likely to use search engines, a new report indicates.

Figures from Prospectiv suggest that 47 per cent of female parents would use search queries to research a product for their baby or toddler before buying it, reports MediaPost.

The corresponding figure for e-newsletters about children's items was 16 per cent, while 12 per cent of respondents said that they would use branded product sites to find out about specific merchandise.

According to the report, a third of mothers would purchase an item for their child on the web, while two-thirds use the net for research before buying in-store.

Jere Doyle, the company's chief executive, said that the 33 per cent of mothers who would purchase an item on the web for their offspring represented a "fairly strong number".

Acting head of press and PR for Parentline Plus Sue Ormesher has advised new fathers and mothers to seek support from peers and GPs.