Mothers should be increasingly targeted by digital advertisers, findings from a new report reveal.

According to figures from comScore’s latest study, mums – defined as women aged between 25 and 54 who have children living at home – are spending more time online, primarily on retail pages, with 4.6 million visiting sites in June.

Senior vice-president and managing director at comScore Europe Mike Read observed that mums in the UK spent a lot of time on the web and controlled the family finances – suggesting that advertisers’ online PR should perhaps be aimed increasingly in this direction.

"It is critical for marketers and retailers to understand how to reach this audience online and influence their spending behaviour – both online and offline," he said.

The most visited sites in June by mums were Amazon pages – with 1.5 million logged users – and Home Retail Group Property, owner of Argos and Homebase, which had 970,000 hits.

Recent research from technology company Amaze found that there were three different categories of online shopper – vague, cost-conscious and window shoppers. Most people fell into the first two classes.

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