London, UK - And quite right, too. A ComScore survey has found that it's mums that control the online purse strings in the UK.
The analysis found that 4.6 million UK mums - defined as females between the ages of 25-54 with children present in the household -went online in June, spending an average of 26.7 hours and making an average of 52.6 visits during the month.
These usage figures are close to the average for internet users as a whole. However, an analysis of the top site categories visited by the mums revealed a strong predilection for retailer sites, particularly toys (we're a devoted lot).
Of the 4.6 million mums online, 3.6 million visited an online retail site, representing a reach of 77 percent. The most popular retail destination for mums was Amazon, with 1.5 million visitors, followed by the Home Retail Group Property - owner of Argos and Homebase - with 970,000 visitors, supermarket Tesco Stores with 700,000 visitors, and Shop Direct Group, which includes Littlewoods, with 610,000 visitors.
"Mums in the UK not only spend a great deal of time online each month, but they also control the purse strings for many families," said Mike Read, SVP and managing director of ComScore Europe. "It's clear from their heavy visitation of retail sites that mums represent an important shopping segment, so it is critical for marketers and retailers to understand how to reach this audience online and influence their spending behavior - both online and offline."