If we have to describe any mother of small children, a word comes to mind: busy !. Two recent studies verify it by showing that women spend less time watching television or reading magazines, but more time online once they become mothers.

This is revealed by a recent research developed by Eric Mower and Associates, which reveals that more than half of new mothers spend less time watching TV (59%) or reading magazines (55%) as well as 59% of these who They also claim that they spend less time shopping in stores. The percentages are similar among recent mothers or those who have older children.

When asked about the time they spend online, 25% of mothers admitted spending more time online than before. When it comes to online shopping, more than a third of Internet users say they spend more time in online stores than before.

Other data also indicate that online activities related to purchases are important for mothers. In fact, new mothers are more aware of the value and quality of products and sites than before.

Data from the study showed that 71% of mothers use product search and visit blogs or review sites to compare prices, and 56% look for coupons or promotions on the Internet. A high percentage of mothers also use websites to compare the characteristics of the products and to see the recommendations in other information channels than the traditional ones.

Another related study presented by Child’s Play Communications of the NPD Group, also revealed other interesting data as one in four ‘social mothers’ buy toys based on online recommendations. What reveals that women mothers, not only have an interest in products and online shopping, but also use social networks and media as a source of information to make their purchases. Although their profile is listed among the least social, they are undoubtedly the most practical when using the information available on the network.