Siobhan Freegard Co-Founder of Netmums
25/09/2012 – Paris
Hi Siobhan, could you tell us a little bit about Netmums?
Founded in 2000 Netmums is the UK’s largest women’s website. Twice the size of any other parenting site, Netmums is the only one with more than a million unique users each week.
The site hosts over 150 local websites, 1,500 bloggers and 500 national meet-up groups for mums, making it the UK’s top place for connecting parents. And Netmums is the also only parenting site to provide round the clock care. Each year over three and a half million parents are supported by Netmums specially trained teams of parenting experts, including staff from Relate, Women’s Aid and the Family Rights Group. The site also provides one-to-one support for more than 30,000 of the
UK’s most vulnerable mums each year
Over 90% of “digital moms” buy products online at least once a month.
As a recent study from Ipsos shows, they are principally motivated by the amount of time they can save and the ability to buy online after regular stores are closed. The majority of purchases have a ludic dimension: most money spent online by women goes towards fashion (clothing and accessories), interior decorating, or games for children. Additionally, less traditional vendors like auction sites (eBay) and item exchanges are gaining popularity, though they are far from dethroning the dominant position of online retailers.
Most of women cited excessive advertisements as an annoyance, but stated that this would not prevent them from continuing to purchase online. In regards to the future, thus, e-commerce seems poised for growth among this demographic given its accessibility and favorable standing among moms.