Mums play a key role in the online audience due to their influence over household spending, according to the latest research from eMarketer.
The research shows that, in the US, 18 per cent of the online audience comprises mothers with children aged 18 or under.
Many of these look to the internet when researching products, preferring to gather information from online reviews than from television commercials.
Debra Aho Williamson, senior analyst at eMarketer, says: "Keeping up with their children puts them on the leading edge of new technologies and online activities. They are among the most savvy of all internet users."
Mothers are responsible for most of the family's purchasing decisions, the analyst adds, with the online content they access ranging from news, weather and politics to social networks and parenting sites.
As social media becomes more influential, Ms Aho Williamson adds that mums are increasingly being influenced by the opinions of strangers when making buying decisions for their own families.
