Mothers Outpace UK Average for PC-Based Online Time - eMarketer
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Mothers Outpace UK Average for PC-Based Online Time

Overall time online greater, too

Contrary to the idea that mothers' digital use is especially mobile by dint of the demands motherhood places on their free time, data from audience measurement firm Verto Analytics shows UK mothers having a higher propensity than total internet users to go online via PCs.

Average Time Spent Online per Month Among UK Mother vs. Total Internet Users, by Device, Sep-Oct 2016 (hours)

According to September-October 2016 Verto Content Watch data, UK mothers with babies overindexed for time online per month via desktop or laptop computer compared to UK internet users overall. The data showed mothers spending 48.5% more time online via PC than by mobile device, compared to a 30.4% difference in favor of desktop/laptop among adult UK internet users overall.

Taken in total, mothers also outpaced adult UK internet users for total time spent online per month, passing an additional 15.5 hours there. That difference was likely helped by UK mothers having higher device ownership for many connected device types than the country's internet users in general. Mothers indexed particularly highly for home entertainment devices such as video game consoles, smart TVs and streaming media players, Verto found.

—Cliff Annicelli

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