BT and Netmums research finds that mums turn to internet first for childcare advice

As part of its work to support digital inclusion in the UK, BT has undertaken a significant research project with top mums website, Netmums, highlighting the importance of the internet for mums of today.

The research, which consulted over 3,600 mums, found that the days when a mum would turn to her own family first for advice on bringing up baby are over. The dramatic growth of broadband in Britain means that modern mums are turning to advice sites on the web and online friends for words of wisdom before their own kin.

Social changes, such as young people living further away from their own parents and the rise of ‘virtual community’ on the internet, mean that 47 per cent of mums turn to the internet first for parenting skills or health advice. Only 38 per cent said they would do what mums have been doing for decades – and asked their own mum or sister for tips first.

The BT research reveals a new picture of connected Britain, with mums using the internet not only for information gathering and research but also for friendship and support. Online friendships, previously considered by some to be superficial and anonymous, are now being taken beyond the computer screen and out into the community, with almost half of those surveyed, 42 per cent, having met friends through the internet, and nearly one quarter, 22 per cent, having actually met up in person.

Siobhan Freegard, co-founder Netmums, said: “It’s astonishing how important the internet has become to mums of today. Right across the country, mums from all walks of life are using the internet for social interaction, support and advice from other mums whether they live just down the road or 400 miles away. Even more astonishing is the number of online friends who are now meeting up in their local areas and putting a face to the name.

“The way families use the internet has changed so much over the last few years and the change is most extreme when you look at us mums. The internet is now a well-established lifeline to many mums and this study shows that when they need a sounding-board, they will log on to get support even before they call a family member or their GP for advice.”

Lesley Gavin, BT Futurologist, said: “Twenty years ago, mums had a limited number of options when it came to help and advice; being online now opens up so many opportunities. No matter where they are or what time they log on, the internet can help mums to seek advice and reliable information about a hundred different things at the click of a button. To me, the internet is all about empowerment and increased choice for modern mums.

“In an age of globalisation, it is also interesting to see how much the internet is doing to bring people together. In the early days, 'surfing the net' used to merely involve finding basic information but today’s internet allows real relationships to be forged and this trend is set to continue. The internet has become a very real extension to our day-to-day support network.

“It is important to us that we encourage mums who haven’t been online before to give it a go and see how it can help them in their everyday life. As part of our ongoing digital inclusion work and specifically our Crossing the Divide campaign, we have been working with our friends at Netmums to bring to life just how beneficial the internet can be.”

Other key findings from the research:

• Two-thirds, 63 per cent, of mums use the net ‘heavily’; 
• 42 per cent of respondents have considered setting up their own business thanks to the opportunities that the internet provides; 
• 5 per cent of mums are already running full-fledged businesses thanks to the internet 
• 94 per cent of mums said that the internet helps them to save money

This research is part of a groundbreaking initiative called Crossing the Divide, a real-time programme designed to chart the progress of a group of individuals as they gain access and knowledge of the internet. The study is designed to expose and overcome the psychological barriers that stop people getting online and it is also hoped the experience of the participants will inspire others by bringing to life the wider benefits of the internet.

To visit Netmums, go to: www.netmums.com.