The rise of the Mobile Mum

Tribes Research 2nd March 2017
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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 & 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.

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