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Study: Digital habits of Canadian mothers

Mom Central Consulting of Toronto has released the results of a study into the digital habits of Canadian mothers. According to the report, called "The Canadian Digital Mom," approximately 90% of mothers use the Internet daily to use social networking sites or to access product information. Of the 81% of respondents that use Facebook weekly, more than half also use other social media sites including Pinterest, Twitter, Google+ and YouTube. In addition, approximately half of the respondents use mobile devices to access online content. "The biggest shift this year is [the] perception of brand advertising on social networks," said Cora Brady, managing partner at Mom Central Consulting. "Today, almost half of moms think that this form of advertising is credible, compared to about 30% just one year ago. The shift to online has certainly impacted purchasing decisions. While moms still favour referrals from trusted sources above all else, they are now also turning to web search engines, store websites and Facebook. Today, digital media consumption has surpassed the most popular traditional forms of media like television and radio. It's interesting to see that while the number of hours in a mom's day hasn't increased over the years, the amount of media she consumes has. She's making time in her day to fit it all in and digital media makes the most sense to her."

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