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23/06/2008

The internet has taken over from family and friends as the number one source of advice on bringing up a baby for young Scottish mums, according to new research from BT and website Netmums.

Social changes, such as young people living further away from their own parents and the rise of ‘virtual community’ on the internet, mean that 41.7 per cent of Scottish mums turn to the internet first for advice on health and parenting.

It means the internet has edged ahead of words of wisdom from kith and kin, with 41.4 per cent saying they’d ask their own mum or sister for tips first. A health visitor would be the first port of call for 10.8 per cent and 5.4 per cent would consult their GP first.

The BT research reveals a new picture of connected Britain, with mums using the internet not only for information gathering and research, but also for friendship and support.

Online friendships, previously considered by some to be superficial and anonymous, are now being taken beyond the computer screen and out into the community. Almost half of the Scottish mums, 47.8 per cent, have met friends through the internet, and nearly one quarter, 24.4 per cent, have actually met up in person.

Siobhan Freegard, co-founder of Netmums, said: "It’s astonishing how important the internet has become to mums of today. Right across the country, mums from all walks of life are using the internet for social interaction, support and advice from other mums whether they live just down the road or 400 miles away. Even more astonishing is the number of online friends who are now meeting up in their local areas and putting a face to the name.

"The way families use the internet has changed so much over the last few years and the change is most extreme when you look at us mums. The internet is now a well-established lifeline to many mums and this study shows that when they need a sounding-board, they will log on to get support even before they call a family member or their GP for advice."

Lesley Gavin, BT Futurologist, said: "The dramatic growth of broadband in Scotland means modern mums can find the help and support they need online.

"Twenty years ago, mums had a limited number of options when it came to help and advice; being online now opens up so many opportunities. No matter where they are or what time they log on, the internet can help mums to seek advice and reliable information about a hundred different things at the click of a button. To me, the internet is all about empowerment and increased choice for modern mums.

"In an age of globalisation, it is also interesting to see how much the internet is doing to bring people together. In the early days, 'surfing the net' used to merely involve finding basic information but today’s internet allows real relationships to be forged and this trend is set to continue. The internet has become a very real extension to our day-to-day support network.

"It is important to us that we encourage mums who haven’t been online before to give it a go and see how it can help them in their everyday life. As part of our ongoing digital inclusion work, and specifically our Crossing the Divide campaign, we have been working with our friends at Netmums to bring to life just how beneficial the internet can be."

Other key findings from the research:

Two-thirds, 65 per cent, of Scottish mums use the net ‘heavily’

38.4 per cent of respondents have considered setting up their own business thanks to the opportunities that the internet provides;

5.4 per cent of mums are already running full-fledged businesses thanks to the internet

95 per cent of mums said that the internet helps them to save money

Scottish Case study

Netmum user Jay Greengrass met her husband Jon thanks to an online climbing forum. Jay, who lives near Elgin, said: "I started climbing and began using the climbing website ukclimbing.com and Jon was already an established poster. We got to know each others personalities online and clashed - we both enjoyed taking the rip out of each other! Then we met at a climbing event one of the regular posters organised, but didn't know who each other was. We got talking over a bottle of whisky and a campfire, liked each other and then it was "Oh My God!" when I realised who I was talking to! Now 5 years later we're happily married with two small children. If it wasn't for the internet we would never have met. There is no way we would have bumped into each other otherwise. I never thought I would end up married with kids, never mind to someone I met on the Internet, but you just don't know the way things are going to turn out. I'm now blissfully happy as a mum!"

NOTES TO EDITORS

BT is a founding supporter of Netmums. Since Netmums launched, BT has provided technological support to the site as part of its aim to bring communications benefits to everyone.

*The research was carried out on behalf of BT by Netmums between 20 and 27 May 2008. More than 3,600 mums were surveyed.

Available on request:

Interview with Siobhan Freegard, co-founder of Netmums

Interview with Lesley Gavin, BT Futurologist

Mum case studies from across the UK

*The Crossing the Divide programme is a real-time study designed to chart the progress of a group of individuals as they gain access and knowledge of the internet. For more information, visit www.bt.com/betterworld/journeytoinclusion 

Netmums,

About BT

BT is one of the world’s leading providers of communications solutions and services operating in 170 countries. Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to our customers for use at home, at work and on the move; broadband and internet products and services and converged fixed/mobile products and services. BT consists principally of four lines of business: BT Global Services, Openreach, BT Retail and BT Wholesale.

In the year ended 31 March 2008, BT Group plc’s revenue was £20,704 million with profit before taxation and specific items of £2,506 million.

British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group and encompasses virtually all businesses and assets of the BT Group. BT Group plc is listed on stock exchanges in London and New York.

 

For more information, visit

 

About Netmums

www.netmums.com, is a family of 150 local websites with shared central content and specific local content in each of those 150 areas. The completely independent site was set up and is run by mums, for mums, with much of the information on the site coming from members. It is the only website of its kind to offer support and advice from both other mums and professional counsellors. www.bt.com/aboutbt