Smartphones have fundamentally changed how mums parent today, with virtual communities now contributing to the raising of every child. Within each of these virtual communities 4 different types of mum have been identified:
- The Digital Villager – ‘Social media plays an important role in connecting me to friends and family’
- The Visual Creator – ‘My precious memories are all on my phone’
- The Life Hack Mum – ‘My phone organises my life’
- The Always on Mum – ‘My phone is critical to enable me to juggle work and family’
In 2016 Netmums commissioned Tribes Research to carry out a ground breaking online research study, Netmums in Focus, amongst 2,000 Mums in the UK.