ICM Research interviewed 2047 GB adults aged 18+.
Of these we identified 151 ‘Busy mums’; females aged 25 to 40 years with children in the household. Of this group, three quarters agree that if there were a few more hours in the day they might be able to do everything they need to. 82% of these ‘Busy Mums’ go online at least once a day, and spend an average of almost 6 hours a week online completing day to day tasks. The majority of this online activity is done whilst watching TV, however interestingly 2 in 5 complete day to day tasks online whilst doing the housework, 32% whilst getting ready for work and 22% whilst on the toilet.
Not surprisingly, convenience and time saving are the main reasons for using the internet as a way to get chores done during the day, as well as saving money (42%) and avoiding talking to call centres (32%). The more practical of these day to day tasks are done using a fixed internet connection (e.g. via wifi/fixed line at home) such as buying presents (86%), paying bills (82%) or checking bank accounts or transferring money (80%). Whereas mobile internet is used for more social tasks; catching up with friends on social networks (48%) and catching up on news (46%).
‘Busy Mums’ are more likely to use their fixed internet connection between 7pm and 9pm, however they use their mobile internet connections throughout the day. Almost three quarters say that going online everyday helps them manage their lives, and over half (54%) say that using the internet helps them cope with the day to day management of family life.
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