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Indian Digi Moms spend 15 hours a week on internet: Survey

According to a survey conducted by Microsoft Advertising in partnership with Starcom MediaVest on the online behaviour of the new age mothers, Indian Digi Moms spend around 15 hours a week on internet, while 50 per cent of them have made an online purchase in the past month. The survey further reveals that internet has now become an important part in the lives of 87 per cent of the Indian digital moms.

According to a survey conducted by Microsoft Advertising in partnership with Starcom MediaVest on the online behaviour of the new age mothers, Indian Digi Moms spend around 15 hours a week on internet, while 50 per cent of them have made an online purchase in the past month. The survey further reveals that internet has now become an important part in the lives of 87 per cent of the Indian digital moms.

“Mothers are increasingly using technology to their benefit in every possible way. They are well aware of brands online and are more than open to adopting the messages relevant to them,” Neville Taraporewalla, director, Microsoft Advertising, has said. “By successfully engaging these Digi Moms through the right medium and at the right time, brands can create highly influential online brand ambassadors.”

The survey states that 81 per cent of Indian digi moms prefer reading newspapers and magazines online and books top the list of shopping items on their list. Indian moms spend 56 per cent of their total time on internet either for work or study and 90 per cent of the moms use internet to connect with family and friends. About 75 per cent of the Indian moms said the top source of family product information is search engines. It was also found that 58 per cent of the Indian moms maintain a social networking profile.

According to Microsoft Advertising, the survey was conducted to better understand the ‘why’ and ‘how’ of the online behaviour and attitudes of mothers between the age group of 20-49 years across China, India, Hong Kong, Taiwan, Singapore, Malaysia, Japan and South Korea. The survey, in which over 3000 moms took part, also gives a peek into the buying behaviour of moms which will help advertisers reach out to their target audience in a better manner.

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