E-commerce resources are vital purchase and research tools for new mothers, a new report has claimed.
Prospectiv figures cited by MediaPost have indicated that a third of new mothers would buy an item for their baby or toddler on the web, while researching items before buying in store was a habit of two-thirds of mothers polled.
Jere Doyle, the firm's chief executive, said that the 33 per cent of mothers who claimed they were likely to engage in online shopping was a "fairly strong number".
The "personal" nature of purchasing merchandise for newborn offspring means that the amount of mothers using web resources to do so is significant, he added.
Among those mothers who used the net for research, search was the most popular method, cited by 47 per cent of those polled.
Meanwhile, 16 per cent professed to using child-specific e-newsletters and 12 per cent said branded product sites were their preferred method of finding out about an item.
New parents should seek support from friends and GPs, recommends Sue Ormesher, acting head of press and PR for Parentline Plus.
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