72% of mums and mums-to-be would go out of their way to visit a store with a baby event on, according to a study of lifestyle habits carried out by online baby portal, mumandbabyonline.co.uk (MABO).
The survey of pre-natal and post-natal mums has revealed latest lifestyle habits from shopping behaviours to time pressures and internet access, by following the natural behaviour of MABO members and followers.
mumandbabyonline.co.uk found Boots is a popular retailer and ASDA, Tesco and M&S are the best at retaining their grocery shoppers to also purchase baby items in the store. The BOGOF is the most enticing of all offers for baby related products.
Other findings include brands being the most important when it comes to baby milk and Facebook is the most popular social media channel with its groups and chat functionality available. Sharing and communicating via smart phone and mobile technology is rapidly increasing in popularity for pregnancy and baby related information.
Says Lyndsey Marshall, Director of mumandbabyonline.co.uk:
“The survey provides a fascinating insight into the focus of pre and post-natal mums at such an exciting period in their life. It really builds a picture of day-to-day activity and shows how brands can ‘fit in’ to provide the most effective offers to meet mums and mums-to-be, and their evolving needs.
“What was also interesting is the moving dynamic with the influences of smart phone and social media activity, in line with current trends, that mums and mums-to-be increasingly turn to friends and colleagues for advice on platforms such as Facebook.
With mums admitting to being heavy users of the internet, we expect this reliance to grow, especially with the accessibility of smart phone technology.”
* Disclosure: Sponsored post.