Mom Central releases ‘Digital Moms’ survey

According to the survey, Canadian moms spend far more time online per month than their American and British counterparts - and 78% are checking up on their kids on Facebook and other social media.

Canadian moms are into rating, reviews and checking up on their teenage kids’ Facebook habits, a new study conducted by Toronto-based consulting company Mom Central Canada and Toronto-based advertising agency Sharpe Blackmore Euro RSCG, revealed this week.

The company surveyed over 600 Canadian moms and found that they spent an average of three hours online per day, with 19% of moms spending over seven hours a day of non-working time on the internet. The survey, called ‘Digital Moms,’ found that Canadian mothers spend an average of 1,000 more minutes online a month than American moms, and twice as much time online as British mums.

Content that attracts Canadian moms includes parenting advice, support, shopping and social media. The study indicates that 78% of those surveyed are active in social media, and over half use a social networking site on a daily basis.

The study also concluded that there was a direct correlation between the content mothers were engaged with online and the age of their children. Moms with young children, for instance, spend more time on social media sites, uploading pictures, participating in forums, reading blogs, posting ratings and product reviews and looking to others for advice. Mothers with older children, on the other hand, tend to spend more time using online media such as TV and radio, tend to send more text messages and use social media to supervise their children, rather than for social purposes.

Indicating both an opportunity for marketers – and potential hazard – the study also revealed that 72% of online Canadian moms are part of a group they call ‘online critics,’ who like to provide commentary, participate in online discussions and review products.

The survey was a quantitative study conducted in August 2009 with a total of 605 Canadian mothers, all of whom had at least one child under 18 living with them, and included data analysis from PMB and ComScore.