Despite the existence of numerous studies of American Moms, little research has been done about Canadian Moms, especially in regards to their online behavior.
My Toronto colleagues, Managing Directors Cora Brady and Kathryn Easter, recently partnered with Sharpe Blackmore Euro RSCG to uncover how Canadian Moms are ‘doing digital’.
Every Wednesday, we'll present key findings from the Canadian Digital Mom study, giving you a peek into the lives of Canadian Moms and specifically, how technology affects their lives – from how they shop, to how they keep in contact with friends and family, to how they raise their kids.
Surveying over 600 Canadian mothers, the research highlights that "Digital Moms" are on the rise, spending on average three hours per day online, and 19% of whom are spending over seven hours per day. With busy schedules and little time, Moms choose to spend their time online where they can be selective about what they see and read rather than watching TV, listening to the radio or reading a newspaper or magazine.
In fact, Canadian Moms spend 1,000 more minutes online each month that their U.S. counter parts – meaning over 16 hours of extra time online every month, and roughly twice as much time spent online as that spent by U.K. moms.
According to Stacy DeBroff, CEO and Founder of Mom Central, "Marketers seeking to reach Canadian Moms need to ensure that strategic online activity gets embedded into any communication plan."