Mums and disadvantaged groups spend most time online

LONDON - Advertisers could do well to take a wider look at who their online campaigns are aimed at, with new research highlighting some of the less likely groups spending a lot of time on the internet.

Research by Experian has found that the most frequent users of social networking sites and forums come from some of the most disadvantaged social groups in the UK.

Using classifications published in its most recent Mosaic report, a market research tool that aims to define British society for marketers, Experian has found that people from the Ex-Council Community and Upper Floor Living -- people with limited incomes living in small flats -- are among those who regularly post on forums.

In contrast, the well-off professional and managerial class, Professional Rewards, are significantly less likely to use such sites, however the affluent groups are more likely to visit discount voucher, rewards and comparison websites.

The research, published in Experian's HD:UK report, reinforces the view that consumers increasingly resist "push" communications with 30% saying they view advertising unfavourably.

Jim Hodgkins, managing director of Experian's marketing services division in the UK and Ireland, said: "People are increasingly resistant to a 'one size fits all' approach to marketing."

Separate research published by ComScore recently showed that mothers aged between 25 and 54 spend an average of almost 27 hours online each month. Glam Media, the network of lifestyle websites, says that this represents a goldmine for advertisers.

Shakeel Mughal, commercial director of Glam Media UK, said: "The ComScore study and recent additions to our publishing network reflect the growing influence of mums online.

"This segment of the market is becoming increasingly attractive to online advertisers so it is vital they look at ways to engage more effectively with this demographic and target them with the right content."

No responsibility can be taken for the content of external Internet sites.

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