Mummy will you buy me a toy? Online?

Mon 24 August 2009 11:02, Bas van den Beld

When trying to sell toys online in the UK its best to focus on the "mums. They control the online money in the UK households, according to numbers presented by Comscore.

Comscore researched the online behaviour of females between the ages of 25-54 with children. 4.6 million "mums" went online last June and they were mostly visiting retail-websites.

The "mums" look like an average internet user with an average of 26,7 hours spent online (overall its 27,3 million). The biggest difference is where they are going.

Six of the ten highest indexing categories of sites visited were retail sites. The most visited retail-category is Toys (32%) followed by Fragrances/Cosmetics (30%) and Entertainment - Kids (28%). In total the Retail category accounts for 77% of the reach.

Amazon is the website which profits most of the female behaviour. They get 33% of visits to retail sites. A total of 1.525.000 million visitors.

“Mums in the U.K. 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, 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.”

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