If you’re trying to understand how to reach mums effectively, it helps to start with real data rather than guesswork. Back in December 2015, MyKidsTime ran an online survey of parents to explore how they were using smart devices, engaging with online content, and interacting on social media. The infographic below captures the highlights of what parents told us at the time.
This piece has become something of an archive snapshot — a useful reminder of how quickly parenting media habits shift, and a starting point for anyone thinking about marketing to mums today.
About this survey: 500 parents were surveyed online at www.mykidstime.com during December 2015.
Why understanding mums as an audience still matters
Mums remain one of the most engaged, research-driven audiences online. They compare, ask other parents, read reviews, and share what works with their own networks. Any brand or business hoping to connect with parents benefits from understanding these habits — not just the devices they use, but how they discover content, who they trust, and where they spend their time online.
While the data above reflects a specific moment in time, the underlying principle hasn’t changed: parents respond best to content that feels genuinely useful, honest, and relevant to their day-to-day family life.
What this means if you’re marketing to parents today
If you’re planning how to reach mums now, a few things are worth keeping in mind:
- Parents’ device habits and preferred platforms evolve quickly, so it’s worth looking at current research alongside historical insights like this.
- Trust and word-of-mouth recommendation still carry huge weight with parenting audiences.
- Content that solves a real problem for busy families tends to outperform content that simply advertises.
Frequently Asked Questions
What was this survey based on?
It was an online survey of 500 parents, carried out through www.mykidstime.com in December 2015, covering their use of smart devices, content and social media.
Is this data still current?
This reflects a snapshot from 2015. Parent media habits have continued to evolve since then, so it’s best used as a historical reference point rather than a current benchmark.
How can brands use insights like these?
Understanding how parents discover and engage with content helps brands shape more relevant, useful marketing rather than generic advertising. Insights like this are a starting point for that thinking.
Where can I find more recent parenting audience insights?
For the latest thinking on reaching parents, it’s worth checking MyKidsTime’s more recent family-life content and getting in touch directly for up-to-date audience information.
Related Articles
- How Parents Really Use Social Media Today
- Understanding the Modern Family: Trends Worth Knowing
- Tips for Brands Wanting to Connect Authentically with Parents
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